June 15, 2026, 5:25 am | Read time: 4 minutes
“So much for a hidden gem,” you might think now–Varese is certainly no longer unknown. Yet in the small town in Lombardy, many things feel different from those Italian places that have served as pretty postcard motifs for decades. Our author, who has traveled and grown fond of many corners of Italy, was surprised by her rather accidental visit to Varese. And: delighted. At TRAVELBOOK, she explains why.
Did you know that the province around Varese is one of the economically strong regions of northern Italy? Its development has been favored by its proximity to Milan and Switzerland. This very location also brought me to Varese–as a spontaneously chosen stopover on the drive from Germany to Cremona. Switzerland, with its numerous picturesque places, is indeed on the route. But for my rather pragmatic endeavor, an overnight stay there–not exactly a cheap pleasure–was not really an option. So: Varese. A coincidence that turned out to be a stroke of luck.
Why Varese is a Hidden Gem in Italy for Me
By “hidden gem,” I don’t mean that few have heard of Varese or that the city is overwhelmingly beautiful at first glance. Among elegant villas, old parks, and the foothills of the lake district, there are also many vacant shops and corners that seem a bit run-down. Not every facade is polished to a high gloss.
The beauty of Varese lies in its atmosphere. In the green hills, the historic architecture, and a certain sense of place. It is more of a travel recommendation for people who want to experience Italy not just as a magnificent backdrop–for that, cities like Florence, Venice, or Verona would probably be a better choice–but to experience its charm in a refreshing calmness.
And: want to eat well. Most visitors to Italy certainly do. In Varese and the surrounding area, you will find excellent cuisine, with surprising Lombard specialties that certainly don’t have to hide behind those of other Italian regions. However, visits to restaurants, cafes, and bars generally cost significantly less, which also applies to accommodations.
Cultural Heavyweight
Admittedly, this is probably the case in countless other provincial towns in Italy, which themselves possess great charm. It should therefore be mentioned that Varese and its surroundings also boast a high density of history, nature, and atmosphere. A particular highlight is the Sacro Monte di Varese. Since 2003, it has been a UNESCO World Heritage Site. With its pilgrimage path and chapels above the city, the “Holy Mountain of Varese” is one of the most significant religious ensembles in northern Italy; at the same time, it offers impressive views over Lombardy.
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No Pandering to Tourists
Of course, Varese is prepared for guests and has a tourist infrastructure. But the place is truly not tailored to visitors down to the last detail. English on menus or as an everyday language is not a given here. Behind some unassuming facades–especially beyond the small city center–are restaurants filled to the last seat with locals. Overall, the city’s daily life follows local life, not necessarily the expectations of travelers.
Visitors from outside are met with great friendliness. And it’s a friendliness that seems more genuine than in some Italian tourist hotspots. No pushy invitations into restaurants, no upselling of expensive additional dishes, no processing–at least I haven’t had any such experiences. Instead, you quickly get into a nice conversation with people, even those in the service sector.
Not a Picture-Perfect Destination–and That’s What Makes It So Beautiful
Varese certainly has to constantly find its place in the shadow of the nearby metropolis of Milan. For visitors, however, the city is far more than an insignificant stopover. Its central location makes it an ideal starting point for larger and smaller explorations, to which one gladly returns. Como, for example, can be reached by car in about 45 minutes, and even closer are various forests, lakes, and even impressive waterfalls right in the Varese region. It is precisely this mix of vibrant city and diverse nature that makes the special appeal.
Italy lovers should definitely make a point to visit Varese. They will be rewarded not only with the delightful Lombard cuisine but also with exceptionally delicious ice cream, and as the cherry on top, a surprisingly warm atmosphere. For me personally, these are already enough reasons for a visit. My first (and certainly not last) visit lasted a few days longer than planned.