Is the Amalfi Coast Worth Visiting?
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Seemingly every person you know was in Positano in 2022 - or at least that’s what it looked like on your Instagram feed. In the fall, a controversial article was published on Vox about the “Instagram capital of the world” and the suggestion that it’s a “terrible, terrible place to be”.
So, is it really worth visiting the Amalfi Coast?
First off, quick recap for those that aren’t clear on the area and need a little geographical help to make sense of it all. The Amalfi Coast is technically the southern part of the coast along the Sorrentine Peninsula, which is a part of the region called Campania. The coastline is dotted with little towns, including Amalfi, Positano, Praiano, Maiori, Minori, Ravello, and more.
The northern side of the same peninsula is the Sorrentine coast, with popular destination towns such as Sorrento, Piano di Sorrento, Sant’Agnello, and more.
Many travelers now refer to the “Amalfi Coast” as the entire peninsula and the towns on both sides of the coastlines.
As somebody who has been traveling to this area since 2015 multiple times per year (save for COVID times), I can say that it has changed significantly in less than just a decade. And the Vox article points out some of the very reasons why I would probably not suggest this trip for the average traveler.
Reasons Not to Visit:
1. Tourists
This area is no longer the ‘quiet, quaint, cute’ little charming villages of the past. The influx of tourists (yes, thanks to the instagrammable-ness of it all) means that there is more demand than supply. It’s truly difficult to find experiences, restaurants, etc. that aren’t catering to tourists. Experiences often feel ‘mass produced’ and ready for the next tour group to arrive.
2. Hotel Supply and Airbnbs
Because of its popularity, hotels & Airbnbs book up early, and they are expensive. We’ve seen costs rise more than 4x and some hotels in the area - and that doesn’t necessarily mean their property or services have improved.
3. Budget
Because the demographics of who frequents shops, restaurants, etc. is changing from a local market to lots of tourists - so has the budget. If you’re looking for a charming destination where your dollars are going to local artisans (and not mass-produced tourist trinkets), and your dollar may stretch a little further - I suggest you look elsewhere.
4. Local Populations on the Move
Because of all the above, many locals are opting to move out of the area to rent their places in town to tourists, and to live in less expensive areas. That means you’ll see fewer locals, and more tourists, and you won’t get as much of that ‘local’ essence.
Reasons to Visit:
1. Relationships that get you off the beaten path
Knowing the right people in these towns can truly take you away from the tourists, and our small group trips do just that. Many ask with all the constraints above, why would we continue our boutique tours in this area?
While you may enjoy the central location and ability to explore towns on your own, when you’re with us - we whisk you up to Marika’s hillside home for dinner, and host a welcome dinner at Pia’s ‘secret garden’. These are the kinds of experiences that you won’t find in the guidebooks - so you truly have the quiet charm of local, family life, and can experience the coast as it once was.
2. Stunning views
There’s a reason why the places in the peninsula have attracted so many people through aspirational photos. And it’s true - the backdrop of every photo is gorgeous, straight out of a storybook.
3. Local food & cuisine
The food in this area is focused on local products - lemons, seafood, mozzarella (or really - fior di latte), tomatoes, and more. Although it’s delicious, finding restaurants or families who have stayed true to their roots and still work with the finest ingredients can be a challenge. And, please, don’t order foods traditional to other regions when you’re in Campania!
Written by Annie (Cheng) Sim, Founder and CEO
Still not sure whether visiting ‘the Amalfi Coast’ is right for you? Book a complimentary 15-minute discovery call with me or one of our Italy travel experts and we’ll dive more into the specifics of your goals for travel and whether we think it’s the right fit.
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