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'Sorrento isn't what it used to be'; is overtourism ruining Italy's Amalfi Coast?

Destinations
Ilaria Grasso Macola
20 December 2024

TTG’s Ilaria Grasso Macola headed to Sorrento to find out how tourism chiefs in the region and wider Amalfi Coast area are striking a delicate balancing act managing overtourism and combatting anti-visitor sentiment.

Amalfi_Italy_iStock-947948672 (Credit: iStock / Aleh Varanishcha)

Italy's Amalfi coast is a new Jet2holidays destination this summer (Credit: iStock / Aleh Varanishcha)

Exploring Sorrento’s narrow streets can be an overwhelming experience for anyone, not just the more claustrophobic among us.

Known for its fragrant lemons, Sorrento’s proximity to Italy’s picturesque – and increasingly popular – Amalfi Coast has driven up the town’s profile. It is also perhaps unique in being a coastal town where tourism authorities aren’t actively promoting it as a seaside destination.

In 2023, nearly four million people visited the Amalfi Coast, including nearly 600,000 in August alone, while more than three million travellers have visited Sorrento over the past year – a town of only three square miles and just 15,000 people.