Readers of Wanderlust – a British travel magazine – voted Italy as the most desirable country in Europe to visit. Surprisingly, however, not a single Italian city made the top ten of the most desirable cities to visit in Europe in the same survey.
Italy retained its title as Europe’s “Most Desirable Country”, with readers citing its enduring appeal across art, architecture, food and culture. While world-famous cities such as Rome, Venice and Florence remain key attractions, Wanderlust readers highlighted the variety found beyond them – from the olive groves and beaches of Puglia to the rolling vineyards of Piedmont.
France’s Normandy took the title of “Most Desirable Region in Europe”, recognised for its historic landscapes, family-run cider farms and proximity to the Bayeux Tapestry. The Austrian Alps and Portugal’s Azores followed in second and third place respectively, while Spain’s Andalucía placed sixth. Lombardy was Italy’s only region to make the top ten, ranking ninth.
In the “Most Desirable Island/s” category, Ireland reclaimed the top spot, praised for its natural beauty and the warmth of its people. Malta and the Greek Islands took silver and bronze, with Sicily rounding out the top ten.
When it came to specific travel themes, Greece was named the best destination for culture and heritage, ahead of France and Germany, with Italy ranking fifth. Spain led the gastronomy category, followed by France and Italy in third, confirming the Mediterranean’s continuing dominance in culinary appeal.
Despite the absence of Italian cities from the individual rankings, the survey reinforces Italy’s ability to inspire travellers through its regional diversity, history, and charm. It is a good reminder that Italy’s magic lies not only in its iconic cities, but in the everyday life and landscapes that define it.
