This westernmost town along the Amalfi Coast has clearly been discovered, as you can tell by the chic fashions and yacht-tanned people wearing them. 

It's easy to understand Positano's attraction when you see its flower-draped pastel houses tumbling down the steep hillside to the beach. 

Apart from the 13th-century church of Santa Maria Assunta, with its dome of majolica tiles and Byzantine icon of a black Madonna (brought here by pirates, according to legend), the only things to see are the narrow lanes near the port and possibly celebs sitting in the cafés. 

There are more things to do at the beach, where you can rent rowboats, paddleboats, sailboats, Zodiacs, and motorboats, or sign on for a cruise along the coast to Capri.