One destination in particularly is attracting a lot of attention and a lot of eyeballs. Selerno has seen a 211% increase in searches over the past year, putting it at the top of the Skyscanner hot list.
A pretty seaside town on the Amalfi Coast offers all the beauty of the region’s better-known destinations without the crowds.
Skyscanner has unveiled its list of the top trending destinations for UK travellers, highlighting places across the world that are turning heads and climbing charts.
One destination in particularly is attracting a lot of attention and a lot of eyeballs. Selerno has seen a 211% increase in searches over the past year, putting it at the top of the Skyscanner hot list.
“In 2026 UK travellers are turning their attention to smaller, lesser-known destinations that fly further under the radar but offer something fresh beyond the big-name spots. In Italy, Salerno offers Amalfi-Coast charm without the crowds,” the newly published Skyscanner report reads.
At first glance, the charm of Salerno can be easy to miss. Lonely Planet says that “Salerno may initially seem like a bland big city”, but that it has a “gritty, individuality, especially around its ostensibly tatty centro storico (historic centre)”.
In the middle of the town you’ll find medieval churches, historical trattorias packed with locals and the hustle and bustle of Southern Italy.
The city has invested in various urban-regeneration programs centred on this historic neighbourhood, which features a tree-lined seafront promenade widely considered to be one of the cheeriest and most attractive in Italy.
The fact that it is far less well known than other locations on the famous coastline is an increasingly attractive quality. Amalfi and Sorrenton in particular have become known for being a little too popular for their own good.
“Hot take: I like Salerno more than anywhere in the Amalfi Coast,” a tourist wrote on Reddit.
“I recently made a trip to the Amalfi Coast, including all your typical stops: Positano, Amalfi, Capri, Sorrento. I scheduled a single night in Salerno, simply because it was a convenient place to stop on the way back to Rome. And surprisingly, Salerno ended up being my favorite place in all of Italy.
“The Amalfi Coast is beautiful, possibly the most beautiful physical setting I’ve ever seen. It’s the type of place that you oughta see at least once in your life. But seeing it and experiencing it are different things because its also exhausting and drains your energy. The crowds, the stairs, the prices, all of it was so exhausting that I usually ended up feeling like I just wanted to go back to my hotel’s terrace and just admire the physical beauty from there.”
Salerno, on the other hand, was the complete opposite.
“It’s less picturesque, but it begets exploration. The medieval centro storico is amazing. It’s a bit gritty but in a very inviting, charming way. Everything feels so authentic, and its just so bustling and vibrant. In Salerno unlike the Amalfi coast, I didn’t want to go back to the hotel, I just wanted to walk, stop at shops and trattorias, I wanted to explore every inch of it,” the tourist continued.
“Anyway that is my hot take. If you are someone trying to figure out if you should spend some of your Amalfi Coast vacation time in Salerno, my personal advise is: yes, do it, give yourself at least a night there. And book a room in the centro storico, even if that’s not the top most convenient location for access to the train station.”