The 5 most beautiful coastal towns on the Riviera of Flowers

Stretching along the northwestern coast of Italy, close to the French border, the Riviera dei Fiori — or Riviera of Flowers — is a jewel of Liguria. This enchanting stretch of coastline is famed for its lush gardens, vibrant blooms, and mild Mediterranean climate. Dotted along its shores are charming towns that blend Italian elegance with a laid-back seaside lifestyle. From pastel-painted fishing villages to glamorous seaside promenades, here are five of the most beautiful coastal towns you should not miss on the Riviera of Flowers.

1. Sanremo – The city of flowers and music

Sanremo is often called the heart of the Riviera of Flowers. Known for its annual Italian Song Festival and world-class casino, this city has long been a playground for the rich and famous. But beyond the glitz, Sanremo offers timeless beauty: a palm-lined promenade, lush parks bursting with roses, and the medieval La Pigna quarter with its winding alleys and hidden squares.

Walk along Corso Matteotti for boutique shopping, or enjoy a cappuccino at a historic café. In spring, the scent of blooming gardens fills the air, perfectly complementing the deep blue of the Ligurian Sea. Sanremo is also a great base for exploring the nearby hills and coastal cycling paths.

2. Bordighera – Palms, art, and a relaxed atmosphere

Bordighera is a serene town famous for its palm trees, which were once exported to the Vatican for Palm Sunday celebrations. Its seafront promenade, one of the most beautiful in Liguria, offers sweeping views of the French Riviera on clear days.

The old town, perched above the coast, charms with narrow lanes, pastel houses, and the scent of jasmine drifting from hidden gardens. Artists like Claude Monet were inspired by Bordighera’s light and colors, and it’s easy to see why — the town has a unique, almost dreamlike quality, especially at sunset.

3. Imperia – A tale of two ports

Imperia is a fascinating blend of history, fishing traditions, and olive oil heritage. The city is divided into two main districts: Porto Maurizio, with its old town set on a hill above the sea, and Oneglia, a bustling harbor area with pastel facades and lively markets.

Porto Maurizio’s Parasio quarter feels like stepping back in time, with ancient stone archways and panoramic terraces. Meanwhile, Oneglia is perfect for enjoying fresh seafood along the waterfront. Don’t leave without tasting the region’s famed Taggiasca olive oil, produced in the surrounding hills.

4. Diano Marina – Sandy shores and summer vibes

While much of Liguria is known for pebble beaches, Diano Marina is blessed with wide, sandy shores — a rarity along the Italian Riviera. This makes it a favorite for families and anyone seeking a traditional beach holiday.

The town has a relaxed, welcoming atmosphere, with a seafront lined by cafés, gelaterias, and umbrella-shaded loungers. Inland, you’ll find olive groves and charming villages that offer a glimpse of authentic Ligurian life. In the evenings, the promenade comes alive with strolling visitors, street musicians, and the irresistible aroma of fresh focaccia.

5. Alassio – Romance and elegance by the sea

Alassio has long been associated with romance and sophistication. Its golden sandy beach stretches for miles, backed by pastel-colored buildings and the gentle curve of the bay. The town’s Budello — a narrow pedestrian street — is lined with boutiques, wine bars, and patisseries, making it perfect for leisurely shopping.

Alassio is also known for the Muretto di Alassio, a low wall decorated with hundreds of colorful ceramic tiles signed by artists, writers, and celebrities. Whether you’re here for swimming, sailing, or simply enjoying a glass of chilled Vermentino at sunset, Alassio’s charm is impossible to resist.

A coastline to fall in love with

The Riviera of Flowers is more than just a beautiful stretch of Italian coastline — it’s a place where history, nature, and culture meet the sea. Each of these towns has its own personality, yet they share the same Mediterranean magic: fragrant gardens, colorful facades, and the soothing rhythm of the waves.

Whether you’re strolling through Sanremo’s flower-filled parks, watching the sun set behind Bordighera’s palms, or dipping your toes in the warm sands of Diano Marina, the Riviera dei Fiori will capture your heart and invite you back again and again.

For travelers seeking both relaxation and inspiration, these five coastal gems offer the perfect Italian escape.

Need a rental car for your trip to the Riviera or Flowers? 

• Disdou