The Amalfi Coast is one of the three or four most requested incentive destinations in Italy, and one of the most consistently problematic to execute correctly.

The Amalfi Coast is the most discussed stretch of coastline in Italy and among the most discussed in the world. This discussion has been going on, in recognisable form, since the mid-nineteenth century, when the British and German Romantic travellers who invented the concept of the Grand Tour's southern extension decided that the road between Positano and Ravello constituted a category of visual experience that required specific terminology to convey.