SICILY’S RISE: A LUXURIOUS DESTINATION FOR THE ITALIAN ELITE

By Lisa van Leer

La Dolce Vita is all about savouring beauty, pleasure and the simple joys of living. It’s not just a phrase; it’s a way of life – and it’s contagious. Every summer, tourists from around the world travel to Italy to experience the La Dolce Vita lifestyle. While iconic Italian islands such as Capri and Sardinia have long been destinations of choice for global jet-setters, Sicily, however, has remained relatively overlooked until two years ago, when the popular hit series The White Lotus highlighted Sicily and the seductive appeal of the San Domenico Palace, a Four Seasons Hotel.

The San Domenico Palace reopened in 2021 and is located in the glamorous town of Taormina. Perched on rocky cliffs on Sicily’s northeast coast, Taormina is often called “the pearl of the Ionian Sea” because of its spectacular views of Mount Etna—Europe’s most active volcano—its lush green hillsides, and its sparkling bay below. In addition to its natural beauty, the town boasts a rich, millennia-old history. Greeks, Romans, Arabs, Normans, Spaniards, and others have all left their mark, shaping the character of every cobbled narrow alley and stone staircase along the charming Corso Umberto (the main shopping street of Taormina).

With its annual cultural events such as the Taormina Film Festival and Taobuk, Taormina has long drawn a sophisticated crowd. Meanwhile, other places in Sicily are attracting more luxury-seeking tourists as well.  In recent years, Sicily’s tourism industry has undergone a significant transformation and is expected to continue evolving. The opening of high-end hotels has led to a strong increase in tourism prices, reflecting broader shifts in the island’s hospitality sector.

“Since our opening in July 2021, high-end tourism in Taormina has seen a clear increase, partly driven by the arrival of new luxury boutiques and cafés along Corso Umberto, following the debut of Four Seasons.”

says a spokesperson for the hotel.

In just a few seasons, prestigious fashion houses such as Louis Vuitton, Zegna, and Christian Dior have established a presence in Taormina, enhancing Sicily’s growing status as a Mediterranean hotspot for luxury travel.

Besides Taormina, Sicily’s diverse and rich landscapes have also considerably contributed to the island’s in popularity and success. With over 900 km of sun-drenched coastline, charming towns, and captivating ancient ruins, it’s clear that the island was never meant to stay a secret forever. From the lively capital of Palermo to the historic city of Noto and the medieval peninsula of Ortigia, Sicily offers a remarkable variety of magical and wildly diverse settings.

“The White Lotus series helped to bring awareness to our iconic Grand Hotel and the destination as a whole. Not just Taormina, but all of Sicily has become a sought-after escape for Italian and international travelers,”

                                   says a spokesperson for San Domenico Palace, a Four Seasons hotel.

San Domenico Palace: a lavish luxury summer escape

Stepping into the San Domenico Palace—Sicily’s most renowned hotel—feels like stepping into a classic Italian fairytale. Located within an ancient convent filled with medieval relics and artworks, the building itself is distinctive and radiates both history and cultural richness.

“Today, San Domenico Palace collects around 500 artworks, spanning both classical and contemporary styles. Originally a Dominican monastery dating back to the late 14th century, the building was transformed into the iconic Grand Hotel in 1896. Over the years, it has welcomed an array of distinguished guests, including poets, aristocrats, and Hollywood legends such as Oscar Wilde, Baron Rothschild, Sophia Loren, and Greta Garbo.”                                                                                             

Besides its impressive art collection and stunning cliffside setting, the Four Seasons is also the place to discover the best of Sicily’s social scene and culinary traditions. One of the hotel’s highlights is the Bar & Chiostro, which became a popular spot after its notorious appearance on the series.

“Since the show aired, we’ve witnessed what is often called the phenomenon of set-jetting, meaning fans who travel to visit real-life filming locations.”

Inside, you’ll find the original White Lotus bar, while outside, the open-air piazza resembles the lively heart of the hotel. It’s the perfect place to enjoy champagne under the stars, accompanied by live piano music and vocals. Finding a more ideal spot for an aperitivo on the island than the Bar & Chiostro would be challenging for sure.

In addition, the hotel is home to its very own Michelin-starred restaurant: Principe Cerami. In the evening, guests can enjoy a fine dining experience featuring authentic Sicilian cuisine. By morning, its terrace transforms into a stunning breakfast room, where the hotel’s elegant clientele indulge in cappuccinos and a cornetto alla crema, all while overlooking the bay and its three-story yachts.

A taste of Sicily with Michelin-starred flair at Principe

Next to San Domenico’s infinity pool, you’ll find Anciovi, a stylish option for a laid-back Mediterranean lunch. The menu features freshly caught seafood, inspirational salads, and, of course, a great selection of pasta to choose from. The typical Sicilian blue decor of the poolside restaurant seamlessly integrates with the iconic Dolce & Gabbana collaboration, which has transformed the hotel’s pool and terrace for a third summer season. Its striking Blu Mediterraneo theme elevates the pool into Taormina’s most aesthetic hangout, with its distinct motif inspired by traditional Sicilian ceramics. The Dolce & Gabbana patterns cover all sunbeds, parasols, and flowerpots, beautifully harmonising with the azure sea background. To enhance the fashion experience, guests can also visit the exclusive Dolce & Gabbana pop-up inside the hotel’s Sacristy, to browse the latest collection.

How has Sicily become the new favourite on the Mediterranean itinerary?

With all the new luxury hotels, Michelin restaurants, and high fashion boutiques, it’s without a doubt that the landscape of Sicilian tourism is changing. Once overlooked on the Italian travel map, Sicily is now emerging as a hotspot for the traveling elite. However, to say that the surge in popularity is solely because of White Lotus would be giving any TV show too much credit.

Sicily’s increasing visibility on social media platforms like Instagram and TikTok is another factor driving its global appeal, as users share images of turquoise waters, hotels, and vineyards, positioning the island as a high-end holiday destination. Simultaneously, Italy’s long-established luxury destinations are feeling the pressure of mass tourism. The once-exclusive Amalfi Coast, now accessible to anyone able to pay the high hotel rates, sees its beaches and streets overwhelmed during the summer months. As a result, it’s losing appeal among the original Italian jet-set crowd. With new luxury hotels opening in Taormina and beyond, Sicily is already establishing itself as a rising star on many Mediterranean itineraries.

Exclusive real estate agencies like Sotheby’s and The Collectionist—specialising in luxury holiday homes for both sale and rental—are on the rise, with new high-end villas joining their portfolios each year. The baroque town of Noto is a popular destination for beautiful properties, while the southeast coast of Sicily continues to attract wealthy Milanese investors constructing new holiday homes. Now, attention is turning to the West Coast, emerging as the island’s next up-and-coming area.

Of course, neighbouring island Sardinia has long been a popular choice for high society to relax during the summer months. However, for those seeking a more raw and unpolished alternative, Sicily is becoming increasingly attractive for building a summer home. While places like Taormina and Noto are now known internationally, there is still much of the island’s beauty that remains undiscovered.

Isola Bella, one of Taormina’s most beautiful bays

This article written by Lisa van Leer was originally published in the September issue of Numéro Switzerland (2025) © Numéro Switzerland.

IMAGE COURTESY: FOUR SEASONS