The first signs of spring sunshine may have set UK travellers’ minds racing about their upcoming summer trips – but choosing a lesser-known destination might be their best bet. A post-Covid drop in flight prices and the allure of better value for money amid a cost-of-living crisis have accelerated demand for Mediterranean breaks among British tourists in recent years. With the spike in popularity has come renewed warnings of overtourism, however, with coastal hotspots like Italy’s Amalfi Coast falling victim to major traffic congestion, overcrowding and strained local resources.

While demand for the southern Italian region doesn’t appear to have dipped, with over 900,000 Google searches for it made in the last month alone, Brits could dodge the crowds by picking a quieter, but no less beautiful, spot in northwest Italy. Camogli, a working fishing village, is often labelled a “hidden gem” of the Italian Riviera, bearing notable similarity to the Amalfi region, especially in its brightly painted houses stacked above a clear blue-green sea.

Its scenic rocky coastline and authentic seafood restaurants also recall Positano and Ravello, but, significiantly, it makes for a much cheaper beach escape.

In fact, opting for Camogli over the Amalfi Coast could save travellers up to £156, according to the booking platform Omio.

A hypothetical trip from London to the Amalfi in early July would total around £230, including £97 on outgoing flights and £78 on the return.

Meanwhile, a trip to Camogli, via Genoa, would set passengers back a total of £74, the booking platform suggests, including outgoing flights costing just £43, return flights at £21 and train costs in Italy a modest £5.

The picturesque village on the Ligurian coastline can also act as a base for holidaymakers to explore the wider region, while dipping in and out of the crowds as they please.

Boat tours on the coastline offer day trips to Portofino, as well as less congested beauty spots including San Fruttuoso Bay, a secluded beach between Camogli and the Amalfi Coast.

One recent visitor wrote on TripAdvisor: “Camogli is a riot of pastel colours [and a] hidden gem of the Italian Riviera.”

Another described it as a “beautiful corner of Liguria”. They added: “Old town, very picturesque marina and really quaint promenade. One of the many jewels of this region.”

It could be worth booking a trip before the tourist hordes discover the quieter Amalfi alternative, however, with overcrowding in the region’s much-loved towns and villages likely to increase demand elsewhere.

Over 560,000 overnight visitors were recorded on the Amalfi Coast in 2023, according to Forbes, with this year’s Jubilee celebrations, marking the 800th anniversay of Saint Francis of Assisi’s death, expected to boost footfall even further.