Why Is No One Else on the Amalfi Coast?

Let me start by conveying my happiness to you.

I don't mind that you have to visit the Amalfi Coast.

Your breast is gorgeous. Your access to boats is admirable. It is a gift that should be placed on the surface of your cocktail at 4:00 p.m. You joke about "Burning off all of that pasta! "Hee hee!" I am  grateful that you shared your trip with me on Instagram or TikTok; I sound resentful, but I am actually looking forward to traveling with you

Models and corporate moguls are not a recent addition to the Amalfi Coast, and neither are the visitors who come to emulate them. What's new is the more general belief that a trip to the Coast is extremely coveted yet feasible for any non-famous person with vacation time and a decent travel budget, which is fostered by social media.

John Steinbeck prophesied in Harper's Bazaar in 1953 that Positano "is never going to attract the organdie-and-white linen visitor." "It would be hard to dress as a lazy tourist-lady, with a crisp, cool white dress, sandals that are as white and light as small clouds, a picture hat of pompous nonsense, and one red rose held in a sluggish pinky of white gloves. I dare any dame to put on such clothes and climb the stairs in Positano for a cocktail.

Steinbeck made a terrible error. The Rolling Stones produced songs in Positano ten years after his essay, and Jackie Kennedy vacationed close by in Ravello. On the southern coast of Italy, there are 34 miles and 13 towns that make up the Amalfi Coast. After being named a Heritage Site in 1997, it quickly evolved into a popular destination for the wealthy group whose jobs mostly involve showcasing excessive wealth. I set out to compile a complete list of famous people who have visited Amalfi for the purpose of this essay, but it soon became clear that even if I worked on this project continuously until my passing and handed it to my children, it would never be finished.

Google searches for "Positano" have increased dramatically over the past two years, reflecting the steep cliffs that the town is built into. On TikTok, #AmalfiCoast has received more than 330 million views. In her podcast Poog, comedian Kate Berlant complained that "everyone is on the Amalfi Coast right now." She was answered by her co-host, comedian Jacqueline Novak, who said, "There it is—the poison of Instagram." You seem to think that everyone is currently residing on the Amalfi Coast. But this is how it actually feels.

Despite the fact that the region often sees significant numbers of visitors from Russia, whose citizens won't be traveling this summer, a local Amalfi news site reports that tourism on the coast looks likely to beat past records this summer. The paper attributes the increase to social media. Amalfi was ranked first in "Best Beaches in Italy," second in "Best Honeymoon Destinations in Europe," and third in "Best Places to Visit in Italy" by U.S. News and World Report. It was ranked first on a list of romantic honeymoon destinations by Brides magazine. One Summer in Italy, a book by Rebecca Serle which occurs in Naples, was published in March. It sailed onto the best-seller list like a sailboat on a breezy day.

Popularity comes at a cost. There is only one road that leads to the Amalfi Coast, but all roads lead to Rome. Traveling during the peak travel season, therefore, is less "laughing joyfully in your convertible" and more "an hours-long nightmare of traffic as you rummage through your tote bag for loose cashews." According to law the Italian government imposed this summer, visitors to the region may only use the roads on odd- or even-numbered days, based on the last digit on their license plate, throughout the month of August and every weekend from June 15 to September 30. The absence of tourists in 2020, at the height of the which was before the pandemic, damaged the Italian economy.

Most guests actually borrowed money to pay for their lavish vacations rather than being given largesse. According to a Credit Karma survey from 2019, half of millennial and Gen Z participants and around one-third of all travelers reported having acquired debt for summer vacation, with the majority saying they would be "ready to do it again." According to an Allianz survey, Americans expect to spend an average of $2,122 on vacation this year, up 50% from 2019. Despite the claims that flying this summer has been and will remain "hell," a TSA spokesperson revealed that more people traveled on the last Sunday in June than on any day since February 2020.

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