- A new ranking shows Milan as the top Italian destination among UK residents, a monthly search volume of 127,542
- Cinque Terre is the tenth most popular location, with 59,833 monthly searches
- The study uses data from Google Keyword Planner to identify the most popular destinations
In a new study conducted by travel experts, Pompeii Tickets & Tours, the most popular Italian holiday destinations among UK residents were identified.
The study used Google Keyword Planner to identify the most popular locations among UK residents by identifying monthly search volumes for each destination.
Italy is a top holiday destination for people worldwide, known for its attractions, authentic cuisine, and rich culture.
Milan is the most popular Italian destination in the UK, with a monthly search volume of 127,542. Popular sights here include the Milan Cathedral, Galleria Vittorio Emanuele II, and the monument to Leonardo Da Vinci.
The second most popular is Lake Como, which has 126,792 monthly searches in the UK. Popular attractions here are Bellagio, Tremezzo, and the village of Varenna.
In third place is Italy’s capital city, Rome, which has garnered a monthly search volume of 119,250. Some recommended spots to visit here are the Spanish Steps, the Pantheon and the Colosseum.
In fourth is Venice, the capital city of the Veneto region of Italy, which has a monthly search volume of 117,167. Popular sights here are the Libreria Acqua Alta, the Campanile and St Mark’s Basilica.
Sardinia, the second-largest island in the Mediterranean Sea, is fifth, garnering 111,625 monthly searches. Cagliari, Gennargentu National Park and the ancient ruins of Tharros are all popular sights to visit here.
The ten most popular Italian destinations among UK residents
| Rank | Location | Monthly Search Volume |
| 1 | Milan | 127,542 |
| 2 | Lake Como | 126,792 |
| 3 | Rome | 119,250 |
| 4 | Venice | 117,167 |
| 5 | Sardinia | 111,625 |
| 6 | Sorrento | 99,250 |
| 7 | Florence | 93,875 |
| 8 | Naples | 80,758 |
| 9 | Bologna | 70,667 |
| 10 | Verona | 59,833 |
Ranking sixth is Sorrento, located in the Sorrentine Peninsula, which has 99,250 monthly searches in the UK. Attractions such as the Piazza Tasso, Corso Italia and Marina Grande are popular here.
The capital of Tuscany, Florence, is in seventh place, securing 93,875 average monthly searches. Popular sight recommendations here are the Florence Cathedral, Palazzo Vecchio and the Fountain of Neptune.
Naples ranks eighth, garnering a monthly search volume of 80,758 in the UK. The Chiaia District for luxury shopping, the Piazza del Plebiscito and the Royal Palace of Naples, are all popular sights.
Bologna, Emilia-Romagna’s capital, secured ninth place in the ranking, with 70,667 monthly Google searches. Sights such as Little Venice, Due Torri and Piazza Maggiore are recommended tourist spots here.
Finally, in tenth place is Verona, which has garnered 59,833monthly searches in the UK. Verona Arena, Juliet’s House and Piazza delle Erbe are some of the popular sights in the city.
Speaking on the findings, Magdalena Petrusic, travel expert from Pompeii Tickets & Tours, said:
“Milan’s position as the most popular Italian city among UK residents highlights its charm and influence among global travellers. This study not only underscores the significant popularity of Italy as a holiday destination but also shows the diverse holiday preferences among UK residents.
“Understanding these trends helps travellers make informed decisions, revealing the cities that truly capture the country’s beauty and offer a vibrant, shareable experience.”