How Sicily Has Become Italy’s Hottest Luxury Playground

Sicily is beloved for its glimmering coastline, vine-studded countryside, and cobbled cities. Up until a few years ago, you could swing an olive branch without hitting a pack of tourists. Then came season two of The White Lotus.

“The cultural impact of the show has brought increased global interest to our storied destination, and we’ve witnessed a remarkable evolution in the tourism landscape,” says Ilaria Alber-Glanstaetten, senior director of communications for Four Seasons Italy. In just a few short years, designer brands such as Louis Vuitton and Zegna have arrived. Prices continue to climb in parallel with demand. “Taormina has officially stepped into a new era of luxury,” she says.

Rates at San Domenico Palace, Taormina, a Four Seasons Hotel have rocketed to $2,800 during the summer (if you can even snag a coveted room). Nearby five-star stays like Grand Hotel Timeo, a Belmond Hotel, Taormina, and Villa Sant’Andrea, a Belmond Hotel, Taormina Mare fetch a similar price tag. Many elites traveling to Taormina also want to visit featured filming locations—even down to the exact tables shown in the series. 

“For high-net-worth individuals, the challenge is ensuring seamless, stress-free access to these sought-after places without sacrificing privacy and exclusivity,” says Charlotte Wells, director of global tailormade product at Abercrombie & Kent. 

But attributing the entire tourism spike to The White Lotus would be an oversimplification—and give too much credit to the set-jetting phenomenon. Beyond the silver screen, a few factors explain the wave of interest in Sicily. 

The first is more of a slow burn: increased investment and luxury development. 

“Over the last two decades, Sicily has started to grow its visibility and certain brands have contributed to the heightened awareness among discerning travelers,” explains Massimiliano Puglisi, general manager at Grand Hotel Timeo, a Belmond Hotel, Taormina. 

Social media also thrust Sicily’s turquoise waters, preserved ruins, and arancini into the spotlight on a scale never seen before. 

But there is a third reason that Sicily has become Italy’s hottest playground: long-established destinations like the Amalfi Coast are grappling with the pitfalls of mass tourism. In the summer, the streets are unpleasantly packed. The gelato shops that once scooped piccolo cups of pistachio now indulge international visitors (and Instagram) with giant sorbetto-stuffed lemons. The cliff-clinging hotels previously reserved for in-the-know jet-setters have become hot spots for anyone with enough cash to splash, leading those with means to search elsewhere for sun-dappled pleasures. With its cinematic beauty and authentic hospitality, Sicily has already started replacing the Amalfi Coast on savvy Mediterranean itineraries. 

“There’s definitely been a palpable rise in tourism, but I wouldn’t call it an onslaught,” says Rossella Beaugié, founder of luxury villa operator the Thinking Traveller. 

The team at Villa Igiea, a Rocco Forte Hotel views the tourism spike as an opportunity to establish Sicily as a four-season destination. The spring and fall have been gaining steady traction. 

“One of the reasons we decided to remain open year-round for the first time was to provide our guests with the opportunity to visit during the previously overlooked winter for a unique experience without crowds,” says Isabella Giglia, a publicist for Rocco Forte Hotels.  

In addition to flocking to Taormina and Palermo, choosy travelers are seeking out the most private privileges that euros can buy across the island. “Noto and the other baroque towns in the southeast offer gorgeous private villas. The west coast is the next up-and-coming area, with wealthy people from Milan and overseas investing in properties close to the long, sandy beaches and the UNESCO sites of Selinunte, Segesta, and Agrigento,” explains Beaugié. 

Last year, Villa Igiea saw an increase in the number of buyout requests. In a baller-level attempt to escape the masses, some are even booking out entire villages for ultra-private functions. 

Higher volumes of sybarites are also tasking luxury operators with making crowd-free vacation dreams come true. 

“Private yacht charters along the coastline, exclusive vineyard tours led by the fourth-generation winemaker, and after-hours access to historic landmarks are some of the most requested excursions that allow our clients to avoid the throngs while still immersing themselves in the charms of Sicily,” says Wells. 

In direct response to demand, starting May 21, United Airlines is launching a seasonal direct flight between Newark and Palermo three times each week. With 34 Polaris business class seats onboard, the Boeing 767-400 aircraft will be the only lie-flat option in the sky between the United States and the bustling capital. On the same day, Delta Air Lines plans to debut seasonal non-stop service from JFK to Catania. 

“The Boeing 767-300ER has 26 Delta One seats, offering a comfortable and elevated way to cross the Atlantic and a chef-curated, four-course meal. We’ve also teamed up with Italian fashion house Missoni to bring in new design touches, from stylish amenity kits to high-end details throughout the cabin,” says Jooyoung Kim, director of international network planning for Delta. “Even before boarding, the first-class experience begins at the brand-new Delta One Lounge.”

The new routes aren’t expected to drive tourism numbers significantly. The main goal is to fill the gap of direct access and do so in a way that gives travelers a comfortable, upmarket means of transport. (For reference, Neos Airlines began non-stop flights from JFK to Palermo last summer, but seating is double class with premium economy and economy as the only choices.) 

“Television and Instagram may be contributing to the overcrowding of some picturesque towns and beaches,” Beaugié says. “However, the bulk of it is largely concentrated in well-known destinations and already popular areas. Many parts of Sicily remain largely undiscovered.”