Santa Margherita Ligure is a charming coastal town on the Italian Riviera, often less crowded than nearby Portofino but just as beautiful in its own way. With its palm-lined promenade, colorful buildings, and relaxed atmosphere, it’s a great place to slow down and enjoy the seaside.

During our trip, we actually used Santa Margherita as a base for visiting Portofino, but we quickly realized the town itself is worth exploring. It has a nice mix of local life and tourism, with plenty of cafés, restaurants, and gelato spots along the waterfront.

The marina area is especially pleasant for a walk, and the beach spots (even if small and mostly pebbly) are perfect for a quick break by the sea. Compared to Portofino, prices here are more reasonable and the overall vibe feels more laid-back and authentic.

It’s also very well connected by train, making it a practical stop for exploring Cinque Terre or other parts of Liguria.

If you’re looking for a base that combines convenience, beauty, and a more relaxed atmosphere than the most famous tourist hotspots, Santa Margherita Ligure is a great choice.

Tip: Take a walk along the seafront in the evening—the sunset light over the harbor makes the whole town feel especially peaceful and atmospheric.