Note: This article was published in Luxury Travel Advisor's March/April issue, before the recent passing of Pope Francis.
Italy—the land of romance, history, art, and, of course, food—is the pinnacle of La Dolce Vita. If your clients are dreaming of a luxurious Italian escape in 2025, I’m sure you’ve cautioned them of the Jubilee, or Holy, Year.
The Vatican’s Jubileo is creating a lot of excitement, attracting hordes of devout pilgrims and curious tourists to see the Vatican’s holy sites.
But fret not: You don’t have to let a fear of crowds stand in the way of a stellar Italian getaway for your clients. There’s plenty to do this year in Italy without running the risk of getting pushed out of the way by someone with a selfie stick in front of the Trevi Fountain.
“It’s about being creative, smart and savvy and not following the crowds and also being open to alternatives,” said Ignacio Maza, Signature Travel Network’s senior advisor. “There are several strategies that you can pursue when going to Italy this year.”
Maza’s first piece of advice? Consider the offseason. Sure, everyone’s favorite boot-shaped country might immediately come to mind when craving fun in the Mediterranean sun during the summer—but there is plenty to do here the other three seasons of the year.
Encourage clients to visit Italy during the shoulder seasons (April to May or September to October) to experience fewer tourists while still enjoying good weather. If they insist on a summer getaway, at least suggest traveling before or after the peak summer months of July and August.
Additionally, Christian holidays like Easter and Christmas are expected to be busier than normal at the Vatican during the Jubilee as well as Wednesdays, when the General Audience with the Pope occurs.
Alternative destinations can also be a salve for those looking to experience Italy sans crowds this year. Yes, your clients are probably always looking for that dream getaway to Rome, Florence and Venice. But luxury travelers don’t need the hassle of elbowing their way through tens of thousands of tourists just to see the Pietà in St. Peter’s Basilica. Your clients are paying for an experience of elegance and exclusivity, not a shoulder-to-shoulder Vatican experience.
This is the year to do something a little more off-the-beaten-path—or even the year to experience Italy the way Italians do. This is an opportunity to really stand out for the most discerning of travelers and create the ultimate insider’s itinerary.
“Lake Como is a marquee destination. Yes, maybe you have a chance to see George Clooney going to his villa, but if you’re open to going someplace else, I highly recommend Lake Maggiore, which is the next lake over to the west,” Maza said. “It’s a beautiful lake with great places to stay, stunning views, beautiful mountain scenery, much to see and do and it’s going to be a fraction of what you would pay in Lake Como.”
For those looking for a specific property, Maza highlighted Villa & Palazzo Aminta, a Leading Hotel of the World on the shores of Lake Maggiore. But it’s more than Lake Como getting the Italian destination dupes treatment this year by travel advisors.
Recommend other less-traversed regions, such as Le Marche, Abruzzo or Umbria, where clients can explore authentic Italian culture and landscapes without the crowds. These areas offer beautiful coastlines, medieval towns and charming hilltop villages. Further, consider exploring cities that are just as beautiful as the major hotspots but far less crowded like Verona, Parma and Bologna.
Those insisting on a summer vacation in Italy might also find better luck exploring the island of Ischia over Capri.
“Capri is charming and trendy and what have you, but I must say, Ischia, which is just 40 minutes away by ferry, is bigger, the beaches are better, the prices are lower, and this is where the Italians go on holiday. They wouldn’t be caught dead in Capri in the summertime, because that’s all for tourists,” Maza said before adding with a laugh: “Italians are over in Ischia because the pasta dish is going to be a lot less expensive.”
This doesn’t mean entirely giving up Capri, Maza added. Travelers can book a ferry that takes about an hour to get between the two islands.
Of course, we understand: How are you supposed to go to Italy and not check into some of the most popular cities? You don’t have to rule out advising clients on a visit to Rome, Florence, Tuscany or the Amalfi Coast in the summer, even. But be pragmatic.
“It’s about dispersing, or this idea of spreading out into places that are less crowded,” Maza said.
So how does one approach each of the most popular destinations in Italy this year?
Rome
Rome is, well, Rome. It’s the city of emperors, gladiators and jaw-dropping ruins that have withstood centuries of history. But in 2025, it’s also going to be packed to the brim with Jubilee pilgrims, guided tours and lots of people just trying to catch a glimpse of the Pope. So, while Rome will forever be magical, this is one city you’ll want to help your clients breeze through without lingering in the main attractions for too long.
Where to go:
- Quartiere Coppedè: The Coppedè district is a hidden gem in Rome—a unique neighborhood of villas and palazzos and a great destination for anyone interested in culture and architecture, Maza said.
- The Testaccio Market: Visit Rome’s quintessential neighborhood food hall that Maza bills as much more authentic than Campo de’ Fiori.
- Gianicolo Hill: Head here for a panoramic view of the city without the chaos of the Colosseum. Private tours here are a hit with those wanting an intimate and scenic perspective of Rome.
- Ostia Antica: You can still experience ancient Roman ruins without the lines and crowds of the Colosseum. This archaeological site near the Mediterranean Sea is a place Maza describes as where you can hear yourself think as opposed to the “white water rafting with the crowds” at other ancient Roman sites.
Florence
It’s not going to be free from Jubilee crowds, but the beauty of Florence lies in its size. It’s smaller and easier to escape the masses if you know where to go. Also, consider stays in Bologna, which is just over a half-hour train ride away.
Where to go:
- Private Uffizi Gallery Tour: Standing in line at the Uffizi Museum isn’t a luxury experience. Book a VIP tour, and have your clients bypass the crowds and soak in the works of Botticelli, da Vinci and Michelangelo without the masses.
- Piazzale Michelangelo: If your clients want an Instagrammable view of Florence, this hilltop terrace is where it’s at. Book a car service to drop them off for the perfect sunset moment with no lines.
- The Boboli Gardens: Head here to experience Florence’s secret garden oasis. If they’re craving nature, this lush space is the perfect contrast to the city’s heavy tourist hubs—though lines can sometimes get long to enter.
The Amalfi Coast
The Amalfi Coast is synonymous with elegance thanks to its cliffs dropping into turquoise seas, charming villages and impossibly glamorous hotels. While the coast itself can still get crowded, there are ways to avoid the most trafficked spots and enjoy a quieter experience.
Where to go:
- Positano’s Back Alleys: Positano is a must-see, but instead of fighting for space on the main beach, encourage your clients to stroll through the narrow alleys behind the town. There are hidden boutiques, private villas and some of the best views of the coast. Book a private boat tour along the coastline to really feel like they’ve escaped the masses.
- Ravello: The town of Ravello is perched high above the coast and is known for its stunning villas and tranquil gardens. It’s a quieter alternative to the bustling beach towns, and it’s perfect for a private concert or dinner at Villa Cimbrone.
Take all this into consideration when advising your clients of their Italian getaway, and even a Jubilee Year jaunt can still feel like a Fellini film.
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