Venice may be one of the most romantic and picturesque destinations on the planet, but there’s no chance of the crowds disappearing anytime soon.
With overtourism rife in the city – inspiring its tourist tax – many travellers are looking elsewhere for their next idyllic escape.
Those in the UK don’t have to look too far. A charming village in England has earned comparisons, meanwhile in Wales, there’s a little slice of Italy closer to home.
Portmeirion, located on the coast of North Wales in Gwynedd, is a unique folly tourist village that was actually designed to look like a Mediterranean village – and has just celebrated its 100th anniversary.
With its cobbled streets, brightly coloured buildings and quaint narrow alleyways, you’d be forgiven for thinking you’ve stepped right into a quieter Venice.
Built between 1925 and 1975 by architect Sir Clough Williams-Ellis, Portmeirion was created to capture the atmosphere of a Mediterranean village within the Welsh countryside.
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While some think the design was based on the Italian fishing village of Portofino, Williams-Ellis claimed he wanted to pay tribute to the Mediterranean atmosphere and did not have a specific location in mind.
In recent years, the small Welsh village has been gaining attention on social media, with TikTokers calling it a hidden gem and a must-visit.
Content creator Tabby (@thejohnsontravels) described the village as ‘Little Italy but in Wales.’ Her footage showcased virtually empty streets, a stark contrast to the crowded canals of its Italian lookalike, Venice.
‘Portmeirion is stunning and if you haven’t been, you need to – a little slice of Italy,’ she wrote in the caption.
The video sparked a flurry of comments from viewers in disbelief that such a place existed in the UK.
‘I feel like I’m living in the wrong Wales because where the hell is this,’ user @risqueebookn_ joked.
Another @sheshecollectif wrote: ‘Why have I never heard of this place before.’ User @izzy.bcrossland added: ‘I think Portmeirion is the prettiest place in the whole of the UK.’
Another TikToker @saltinourhair recorded their visit to the peaceful town. They wrote: ‘This isn’t Italy or France… It’s Portmeirion in Wales, UK.’
They urged their followers to add the Welsh village to their bucket lists, adding in the comment section: ‘I had no idea there was a place like this in the UK.’
One commenter declared it ‘the sweetest town in Wales’. Another, @henrypledger0, said: ‘[It is] well worth the visit, we stayed in one of the cottages and we were treated like royalty, food was fantastic accompanied by a harp player.’
Other content creators have declared the village ‘breathtakingly unique’ and ‘magical’.
Portmeirion is famously known as the setting of the 1960s TV show The Prisoner. It became the backdrop for the series’ storyline about a man imprisoned in a beautiful yet bizarre village.
But unlike most picturesque villages in the UK, you have to pay to enter Portmeirion.
Entry costs £20 for adults during its main season (March to November), while an annual pass is available for £40 per adult and £25 for children.
Those who want to soak up the charm of Portmeirion for longer can stay overnight in the village’s various cottages, hotels, and accommodations.
The Portmeirion Hotel, the village’s flagship hotel, is rated four stars and overlooks the sandy beaches of the Dwyryd Estuary in Snowdonia, North Wales.
It originally opened in April 1926 and has retained many of its Victorian features, including an intricate Italian fireplace and a grand mirror room, according to the website.
With 14 bedrooms to choose from, guests can enjoy fine dining at the hotel’s restaurants, a bar, a terrace, and even an open-air swimming pool.
We’ve found rooms for August 2026 from £255 per night – though prices may vary depending on when you want to stay.
You can also visit Castell Deudraeth Brasserie, a gothic-style castle often referred to as ‘the largest and most imposing single building on the Portmeirion estate’.
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This article was originally published in March 2025, and has been updated.
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