Italy has long secured its place as a top European summer holiday destination, and it’s easy to see why.
With its combination of delicious food and world-famous tourist attractions, the country effortlessly draws in millions of visitors each year.
Its popularity is further strengthened by its romantic portrayal in films such as Casino Royal, Eat, Pray, Love and even The Lizzie McGuire Movie, all of which idealise Italian settings.
As the home to the most UNESCO World Heritage sites globally totalling 60, it famously attracts celebrities like Goerge Clooney and the Kardashians and stands confidently as the fifth most visited country in the world with 58 million visitors in 2024, according to the United Nations.
With that being said, Iglu Cruise has predicted which cities in Italy will be most popular this summer by using Google Trends search data from the past 12 months to reveal the top 10 with the largest percentage increase in search volume.
| Google Search“Holidays to…” | Percentage Increase (Summer 2024 to Summer 2025) |
| Milan | 117 |
| Venice | 97 |
| Florence | 92 |
| Como | 78 |
| Sorrento | 70 |
| Capri | 61 |
| Amalfi | 55 |
| Verona | 51 |
| Pisa | 51 |
| Rome | 41 |
1. Milan
Yearly increase in search data: 117%
Taking the number one spot for the largest increase in search data between summer 2024 and summer 2025, is Milan with 117%. This Northern Italian city lies in the Lombardy region and is at the heart of Italy’s fashion scene holding shows twice a year, which have continued since 1958.
The centrepiece of the city and the top thing to see in Milan, according to Tripadvisor, is the Duomo di Milano, which is one of the world’s largest churches. The church started construction in 1386 but took over six centuries to complete, with the final details not being added until 1965, and attracts an average of 5 million visitors per year, according to duomomilan.tours.
Aside from soaking up the famous architecture, Milan has an aperitivo tradition; typically between 6:00 PM and 9:00 PM, most restaurants will offer a complimentary aperitivo to enjoy with your drink. Milan is also the gateway to the Alps and the picturesque lakes such as Lake Como and Lake Maggiore with many travellers opting to blend their city break with a lake getaway.
2. Venice
Yearly increase in search data: 97%
The second highest increase in searches of Italian cities is Venice, with a search increase of 97%. “The city of canals” is built on more than 100 small islands in a lagoon, with no roads, just canals and bridges. It’s a particularly popular UNESCO World Heritage site, bringing in an estimated 30 million visitors a year.
Hot spots of Venice include St. Mark’s Square and the Basilica, crossing the Rialto Bridge and taking a gondola ride through the waterways of Venice. Calle Varisco holds the title of Venice’s narrowest street, at its smallest point of just 53cm wide, which has become a tourist attraction in itself, offering a glimpse into the unique design of Venice’s historic streets.
To avoid the crowds, visit San Giorgio Maggiore Island, which is located across from St. Mark’s Square and offers a breathtaking view of the Basilica and the Doge’s Palace.
2. Florence
Yearly increase in search data: 97%
Joint second with Venice is Florence, the capital of Tuscany, with an increase of 97% compared to the summer of 2024.
A major attraction and the iconic symbol of the city is the Duomo, officially known as Cattedrale di Santa Maria del Fiore and the construction was a pivotal monument in architectural history. Visitors can admire the building by climbing the 463 steps between the inner and outer shells of the dome.
Florence is not only famous for its gelato but also its wine windows; holes in the wall with a bell that can be rung for wine. These originated to keep wine growers happy in the 16th century by selling their vino without paying taxes. Today, this unique attraction offers tourists and locals alike the original experience of enjoying Tuscan wine at the knock of a hatch.
4. Como
Yearly increase in search data: 78%
At number four is Como with a 78% increase in searches from summer 2024 to 2025. Located in Northern Italy on the shores of Lake Como, and accessible via train from Milan, Como is another popular Italian tourist destination, especially in the summer months.
Lake Como is one of Italy’s most famous destinations, however, the city of Como also has plenty to offer. The Duomo di Como (Como Cathedral), officially known as the Cattedrale di Santa Maria Assunta (Cathedral of the Assumption of Mary), took approximately 400 years to complete in 1770, despite commencing just 10 years after that of Milan’s but finishing two centuries prior to it.
The old town of Como is situated on the edge of the lakefront and is full of narrow, cobblestone streets and is a must-visit. The surrounding mountains also captivate visitors and a trip up the Como-Brunate Funicular offers the opportunity for panoramic lake views.
5. Sorrento
Yearly increase in search data: 70%
Sorrento is in fifth place, with a 70% increase in search volume compared to summer 2024. Close in proximity to the Amalfi Coast, with views of Mount Vesuvius, many travellers add Sorrento to their itinerary when visiting Southern Italy.
Sorrento is also well-known for its high-quality lemons, with Limoncello hailing from the region. Italy itself produces an estimated tens of millions of litres of Limoncello a year, distributing to countries in Europe and beyond. Capri is also a 20-to 30-minute ferry ride away from Sorrento, so it makes for a great day trip.
For a truly fascinating “hidden gem” in Sorrento, note the Vallone dei Mulini (Valley of the Mills); a few steps behind the main Piazza Tasso square, is the wild, overgrown gorge that feels like another world.
6. Capri
Yearly increase in search data: 61%
Capri is next at number six, with an increase of 61% compared to last year.
The island of Capri is in Italy’s Bay of Naples and is famous for its stunning mountainous landscape, crystal waters and luxury shopping. Some notable attractions are The Blue Grotto, the Monte Solaro Chairlift and Capri Town with its small, elegant square and distinctive clock tower, accompanied by panoramic sea views.
With a 40-minute ferry from Naples and a 25-minute ferry from Sorrento, Capri is a popular destination for a multi-stop holiday.
7. Amalfi
Yearly increase in search data: 55%
At number seven on the list is Amalfi with a 55% increase. Amafli is not just an idyllic coast with dramatic cliffs and turquoise waters, but a town particularly popular among the rich and famous, and once visited, it’s not surprising to see why.
Between the 7th and 11th centuries, Amalfi was one of the four powerful Italian Maritime Republics, alongside Venice, Pisa, and Genoa. It maintained an extensive trading network throughout the Mediterranean, supported by its own navy, merchant fleet, and currency.
The Piazza Duomo, the Amalfi Cathedral (Duomo di Sant’Andrea) and lemon gelatos are all Amalfi must-dos and for visitors who enjoy walking, mountain hikes to picturesque towns like Ravello are a popular activity.
8. Verona
Yearly increase in search data: 51%
Another city in the northern region, Verona, is eighth with an increase of 51%. Verona is located in the heart of the Veneto region, famous for its wines, and isn’t too far from Lake Garda, the largest lake in Italy.
The city boasts a quaint, medieval old town with a large amphitheatre, the Arena di Verona which, to this day, hosts live opera performances. Verona is also famous for being the setting of Shakespeare’s “Romeo and Juliet”. A tiny balcony overlooking a courtyard is said to be “Juliet’s House” which is now a popular attraction among tourists.
A stroll along the River Adige or a walk up to the Piazzale Castel San Pietro can offer great views over the city.
8. Pisa
Yearly increase in search data: 51%
Pisa, a city in Italy’s Tuscany region, also has a 51% increase in search data. Most famous for its leaning tower with a four-degree lean; the result of an unstable foundation, the city attracts tourists from all corners of the world.
In the Piazza dei Miracoli (Square of Miracles), also sits Pisa Cathedral, another magnificent masterpiece. There are plenty of restaurants opposite for travellers to enjoy, with a particularly distinct backdrop.
A hidden gem that many visitors overlook is the “Tuttomondo” (meaning “All the World”) Mural by Keith Haring, which is a powerful message of peace, harmony, and interconnectedness, creating a striking contrast with the surrounding traditional Italian architecture.
10. Rome
Yearly increase in search data: 41%
At number ten, is the capital itself, with 41% of an increase between summer 2024 and 2025. Despite its tenth position in search increase, it’s the third most visited city in Italy welcoming over 50 million tourists last year alone.
Rome has multiple attractions and historic sites, including the Trevi Fountain, Spanish Steps, Colosseum, and Pantheon. A popular way to see the sights of the city is to enjoy a segway tour, offering a different but fun perspective.
The Vatican City is another place of importance and a must-visit when in Rome. It’s the smallest independent state in the world, covering only 0.49 km² and with a population of around 800 citizens, it holds immense global significance as the spiritual and administrative headquarters of the Roman Catholic Church, led by the Pope.
“It’s no surprise that Italy is once again a top European destination for summer 2025,” says Dave Mills, Chief Commercial Officer at Iglu Cruise. “With its countless attractions and culinary delights, Italy continues to captivate travellers from around the globe.”
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