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An under-the-radar Italian seaside town is the top emerging destination for British holidaymakers in 2026.
Travellers across the UK are becoming more interested in off-the-beaten-track locations, a new trends report from Skyscanner has revealed.
And topping that list is Salerno, with a 211% search increase.
The coastal city known as the gateway to the Amalfi Coast — a region famed for colourful towns, limoncello and la dolce vita — is often overshadowed by its glitzier neighbours such as Positano and Ravello.
But there are plenty of reasons to make your base in Salerno, and it’s never been easier (or cheaper) to get there.
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In May, British Airways launched a new direct route from London Gatwick to Salerno.
Salerno Costa d’Amalfi airport only opened in July last year — giving tourists the option to fly directly into the Amalfi Coast rather than Naples, which is about a 90-minute drive.
BA will operate three seasonal flights each week, with planes taking off on Monday, Thursday and Saturday until 25 October. Return flights averaged around £168, but you’ll have to wait until spring 2026 for the route to relaunch.
EasyJet also operates seasonal flights between Gatwick and Salerno, while Ryanair flies seasonally from Stansted.
Things to do in Salerno, Italy
While the Amalfi Coast is known as a jet-setters’ paradise, the southwestern city of Salerno has a grittier reputation.
Until now, the city has remained relatively untouched by mass tourism, though the opening of the airport is sure to change that.
Edgier and less glitzy than nearby Positano, with its swanky hotels and opulent restaurants, Salerno is still a fascinating place full of ancient history, pretty beaches and world-class cuisine.
It has buckets of historical significance, mostly because it was home to Salerno Medical School — Europe’s first medical institution.
Must-visit attractions include Arechi Castle, an imposing Byzantine fort that towers 263m above the city, and the Duomo, an 11th-century cathedral widely considered to be the most beautiful medieval church in Italy.
According to local guides, the best way to see the city is to wander its charming medieval streets and people-watch at one of its many lively cafes.
Less than a 25-minute drive from the centre of Salerno is Parco Naturale Diecimare, a 444-hectare park with dozens of hiking trails that capture panoramic views of the city.
The city boasts a tree-lined seafront promenade that Lonely Planet describes as the most attractive in Italy.
Like every town in the Campania region, Salerno’s food is one of its biggest drawcards. Standouts include traditional seafood pasta called scialatielli, and sfogliatella, a shell-shaped pastry stuffed with sweet cream.
An affordable base
While it doesn’t have the wow factor of its glitzier neighbours, Salerno makes an excellent and affordable base for exploring the region.
It’s close to many of Italy’s top tourist destinations, including Pompeii and Mount Vesuvius.
Metro did some digging and found four-star hotels in the heart of Salerno offering nightly rates of £84 in summer. Comparing rates for the same night, the price of a four-star hotel in Positano shot up to £258.
Salerno is one of many new routes BA launched this year as part of a major shake-up to its existing flight schedule.
In May, it rolled out two other Italian routes – Rimini on the Adriatic Coast from London Heathrow, and Olbia in Sardinia from London City – as well as two daily flights to Tokyo.
This comes alongside the airline’s return to Georgia’s capital Tbilisi after a 12-year hiatus, and to Kuala Lumpur in Malaysia for the first time in five years.
Lesser-known European destinations to broaden your horizons in 2026
If you’re looking to jazz up your holidays this year, why not add more excitement by going somewhere you’ve never been before?
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