Vietri Sul mare, Amalfi Coast
Tucked at the eastern gateway of Italy’s celebrated Amalfi Coast lies the charming seaside town of Vietri sul Mare — a destination that marries artisan tradition, beach-life and coastal views in a way that feels both vibrant and authentic. We took the boat from Cetara to Vietri Sul Mare, for some lunch and a little stroll to see the ceramics.
Vietri sul Mare is often called the “first pearl” of the Amalfi Coast, partly because it lies where the dramatic coastline begins as you travel from the city of Salerno. It’s less frenetic than some of the more famous towns further west, which gives it a more relaxed rhythm without sacrificing charm.
Ceramic heritage – The town is world-famous for its colourful hand-painted majolica pottery and tiles. The ceramic tradition here stretches back centuries.
Beach and sea – With some of the widest beaches on this stretch of coast and good access from Salerno, Vietri is a very viable seaside stop.
Architecture & history – A key landmark is the church of San Giovanni Battista (Vietri sul Mare) with its striking domed roof in glazed ceramics. And historically, the town has roots reaching back to ancient times, linked with the early settlement of the region.
Things to do
Wander the historic centre: Lose yourself in the narrow streets of the old town, browse ceramic-workshops and small boutiques, soak up the local atmosphere.
Visit the ceramics museum: The Museo della Ceramica (Vietri sul Mare) is located in beautiful Villa Guariglia in the hamlet of Raito and showcases the rich ceramic history of the town and region.
Church with a view: The Church of San Giovanni Battista dominates visually with its ornate glazed dome, and inside you’ll find Baroque altars and works of art.
Beach time: Head down to the marina or the main beach area (Spiaggia di Marina di Vietri) for swimming, sunbathing or simply a seaside stroll.
Panoramic walk: The Villa Comunale (public gardens) offers a lovely spot for a sunset view over the sea, decorated with ceramic tiles and benches.
Why it stands out
Vietri sul Mare blends coast, craft and calm. It may not have the vertical drop of Positano’s cliff-houses, or the grandeur of Amalfi’s cathedral square, but its strengths are different: accessibility, authenticity, and a distinctive craft identity (those bold majolica ceramics). It’s often overlooked by visitors who head straight for the glitzier names — which means you might find a little more breathing room here.
Suggested one-day itinerary
Morning: Arrive and stroll through the historic centre. Visit the church of San Giovanni Battista, browse workshops of ceramics.
Lunch: Seaside restaurant on the marina—fresh fish and salad, sit back and watch the sea.
Afternoon: Walk up to the Villa Comunale gardens for panoramic views, then head to the beach for a dip or a rest.
Late afternoon: Visit the ceramics museum in Raito (if you have time), or simply explore more streets and do a bit of shopping.
Evening: Sunset drink overlooking the Gulf of Salerno, dinner in town, relaxed pace.
