Portofino, the small coastal town located on the Italian Riviera, has for years been considered one of the most sought-after luxury destinations in Europe. Although only a few hundred residents live there, Portofino regularly attracts celebrities, royalty, business leaders, and travelers from around the world, thanks to its combination of breathtaking views, a romantic atmosphere, and picturesque architecture.
Why Portofino became a symbol of Italian luxury
Tamar Garzon, CEO of Gulliver, said: "Portofino is indeed identified with luxury, but in practice, you can also enjoy it on a more accessible budget by staying in nearby towns and properly planning your vacation. Anyone who books in advance, chooses flights to nearby destinations, and integrates public transportation or ferries can experience the magic of the Italian Riviera at a significantly lower cost. The combination of breathtaking views, fine culinary offerings, small beaches, picturesque villages, and an authentic Italian atmosphere continues to make Portofino one of the most sought-after destinations in the world. An interesting piece of trivia is that Pixar's animated film Luca draws inspiration from the area, with the fictional town of 'Portorosso' based on it."
But what really makes the tiny town one of the most sought-after destinations in Europe?
Portofino is located in the Liguria region of northwestern Italy, on the shores of the Ligurian Sea, and looks like a postcard brought to life: Colorful houses surrounding the marina, luxurious yachts, narrow stone alleys, cafes and restaurants facing the sea, alongside luxury brand boutiques and spectacular viewpoints. The combination of nature, architecture, and the Italian atmosphere has made it one of the most photographed and recognizable places in the country.
Over the years, many celebrities have visited Portofino and its surroundings, including actors, singers, and royalty. Kourtney Kardashian and Travis Barker also chose to marry in the area, and Madonna celebrated a birthday there. Even the pop world contributed to its fame when Taylor Swift mentioned Portofino in her song "Elizabeth Taylor," which, according to Forbes, led to a surge in online searches for the destination.
Beyond the town itself, the entire area offers an abundance of attractions: Sailing along the Italian Riviera, hiking trails in Portofino Regional Park, a visit to the San Fruttuoso Abbey hidden in a picturesque bay, small beaches with crystal-clear waters, and restaurants specializing in seafood and local Ligurian cuisine.
How to experience Portofino without paying luxury prices
Despite the luxurious image, many choose to stay in nearby towns, such as Santa Margherita Ligure, Rapallo, or Chiavari, where prices are significantly lower. From there, Portofino can be reached within minutes by train, bus, ferry, or water taxi.
From Israel, the region can be reached via a flight to Milan or Genoa, and from there continuing by rental car or train. The summer months are considered the peak season, so it is recommended to book flights and accommodations far in advance.
Seeing Portofino from the sea
Another way to reach the town is as part of a vacation cruise. Since the Portofino harbor is too small to accommodate large cruise ships, the vessels anchor offshore, and passengers disembark to the town using tender boats, directly to the marina and central square.
Among the companies that feature Portofino in their Mediterranean itineraries is Explora Journeys, the luxury cruise brand of the MSC Group. On certain itineraries, the ship anchors off the coast of the town for several hours, allowing passengers to dedicate a full day to strolling through the alleys, enjoying local restaurants, visiting boutiques, and soaking up the unique atmosphere of the Italian Riviera.