Riviera di Ponente: The Italian Riviera Beyond Portofino

Why Italian Riviera?

While much of the attention tends to focus on the polished glamour of Portofino and the eastern Riviera, it is the quieter Riviera di Ponente that increasingly feels like one of Italy’s most charming coastal escapes. Stretching west towards the French border, this softer, more understated side of Liguria is defined by pastel-coloured seaside towns, relaxed beach clubs, elegant old villas and a distinctly local rhythm of life that still feels refreshingly authentic. Places such as Alassio and Laigueglia capture exactly that atmosphere: long lunches by the sea, aperitivo at sunset and a slower Mediterranean pace that feels worlds away from the more performative glamour elsewhere along the coast.

Beyond the beaches, the landscape quickly turns dramatic and surprisingly wild. Olive groves, pine forests and winding roads lead into a series of beautiful hilltop villages including Cervo, Colla Micheri or Apricale — places where time appears to move slower and life still revolves around small piazzas and family-run trattorias. The region also remains deeply connected to its culinary traditions, from freshly caught seafood to simple Ligurian dishes built around olive oil, herbs and local produce. Combined with the mild climate and easy accessibility from Nice, Genoa or Milan, the western Italian Riviera feels increasingly like a quieter insider alternative to some of the Mediterranean’s more obvious hotspots.