Portofino
Portofino just oozes glamour. Tucked into a little bay, surrounded by lush green hills, this once-sleepy fishing village has turned into a playground for celebrities and jet-setters. Think pastel houses lining the harbor, giant yachts bobbing in the water, and a vibe that’s equal parts luxury and laid-back Italian charm.
People come here to wander the narrow streets, grab a table at a seafood spot overlooking the water, or hike up to Castello Brown. The view from up there? Honestly, it’s unreal. Even with all the high-end glitz, Portofino still feels like a small town. It’s the perfect place to just soak up the Mediterranean atmosphere and watch the world drift by.
Santa Margherita Ligure
Just down the road from Portofino, Santa Margherita Ligure offers a slower pace. It’s got this elegant, easy-going feel—tree-lined promenades, grand old villas, and a sense that you’re somewhere special but without the fuss.
It’s less touristy than Portofino, but every bit as charming. Wander along the marina, check out the medieval castle, or take a boat over to Portofino if you’re feeling adventurous. The beaches are lovely, the seafood is fresh, and some of the gardens here are downright stunning. It’s the kind of place where you can really relax by the sea.
Camogli
Camogli is one of those places that never gets as much attention as its flashier neighbors, but that’s exactly why people love it. It’s a small fishing village with rows of brightly painted houses right up against the waterfront, and a cozy harbor full of fishing boats.
The town’s steeped in maritime history. You can get lost in its old town—narrow lanes, little shops, seafood restaurants serving whatever the boats brought in that morning. The Basilica di Santa Maria Assunta is worth a look, with some breathtaking frescoes and architecture you probably wouldn’t expect in such a small place. Plus, Camogli sits right by the Parco Naturale Regionale di Portofino, with hiking trails that offer some of the best coastal views you’ll ever see.
Rapallo
Rapallo has a bit more buzz than some of the neighboring towns. It’s bigger, livelier, and makes a great base if you want to explore the Ligurian coast. The heart of town is full of piazzas, boutiques, and cafes—always something happening.
The seafront promenade is perfect for a stroll or just sitting and watching the world go by. Down by the water, you’ll spot the Castello di Rapallo, a medieval castle perched on its own little island. If you’re up for it, hop on a boat to visit nearby areas or take the funicular up to the Sanctuary of Montallegro. The view from up there stretches over the whole town and out to sea.
Alassio
If you want something a bit more laid-back, Alassio has that classic Ligurian seaside feel. It’s on the western end of the Riviera, known for its long, sandy beach and clear blue water.
The old part of town is a maze of narrow alleys and stone streets, packed with cafes, boutiques, and restaurants. The “Muretto” is Alassio’s claim to fame—a bright, quirky wall covered in ceramic tiles signed by celebrities who’ve passed through over the years. It’s a great spot to unwind, whether you’re walking the beach, poking around the shops, or hiking in the hills just outside town.
San Remo
People call San Remo the “City of Flowers,” and it lives up to the name with lush gardens and a climate that makes you want to stay forever. The town sits on the far west of the Riviera and has long been a favorite with the fashionable crowd.
San Remo is home to the famous Teatro Ariston (the San Remo Music Festival happens here every year) and the striking Russian Orthodox Church, built in the early 1900s. The old quarter, La Pigna, feels like a step back in time, with twisty streets and medieval buildings. You can stroll along the Lungomare Imperatrice, lined with palm trees and flowers, and just take in the scene.
Levanto
If you want to experience the beauty of the Ligurian coast without the crowds you get in the Cinque Terre, Levanto is your place. It’s just a few kilometers from the Cinque Terre National Park, so you get the same jaw-dropping scenery and authentic charm—only it’s more relaxed.
Levanto’s got a long sandy beach that’s perfect for a swim or just soaking up the sun. The town center is colorful and lively but never overwhelming—narrow streets, cozy cafes, and the kind of atmosphere that makes you want to linger. It’s also a top spot for hiking and biking in the hills around town, and a great starting point if you’re planning to explore the Cinque Terre trails.
