Gioacchino Sortino, founder of Wish Sicily, is a proud Sicilian based in Palermo who has been in the villa and travel world since 2006. He turns dream holidays into sunny Sicilian adventures, blending local passion with insider tips across this magical Mediterranean island.

What’s the first thing you tell someone when they say, “I’ve never been to Sicily, where should I go first”?

This will be great advice as we are visiting in May! Well, of course, the ancient Greek temples at Segesta, Selinunte and the Valley of the Temples at Agrigento are quite incredible! And the baroque churches and ‘palazzi’ in the Val di Noto in south-east Sicily are also spectacular. But for anyone who wants to really get ‘inside’ Sicily, a drive into the Madonie and Nebrodi mountains and the chance to get an insight into life in the tiny isolated hilltop towns is really interesting. The truth is, wherever you are on the island, you’ll quickly realise that Sicily isn’t just about gorgeous sandy beaches!

How has growing up in Sicily influenced the way you design travel experiences?

I grew up in Palermo, where the beach and sunshine were part of everyday life. But naturally, as you grow older, and particularly if you spend several years overseas as I did, you start to appreciate everything else the island offers. Wish Sicily’s travel experiences are designed not just to show the sights, but also to introduce our guests to the Sicilian way of life – enjoying delicious meals prepared with the freshest local ingredients, learning about wine production on the island, and experiencing local traditions and festivals that really are the beating heart of the island.

What makes Sicily different from other Mediterranean destinations?

You’re right, Sicily is quite different from other Mediterranean destinations and indeed from mainland Italy – we have a very strong Sicilian identity! Centuries of Greek, Roman, Arab, Norman and Spanish rule have influenced our architecture, language, food and many aspects of our daily life, but, of course, our geography and landscape also play a part – on the east of the island, it’s hard to ignore the presence of Europe’s most active volcano!

How do you ensure each villa in your portfolio reflects both quality standards and authentic Sicilian character?

While our villas range enormously in size and style, we are very focused on ensuring that our guests enjoy the best experience from the moment they first make contact with us to the moment they leave the property. We only take on properties that we are confident will meet our exacting standards, run by owners who we know will provide excellent service. As for authentic Sicilian character, many of our villas are restored country homes, but even those guests who prefer to stay in a super luxury contemporary villa can still expect traditional Sicilian hospitality from the villa owners.

What sets Wish Sicily apart from larger international villa rental platforms?

Above all, personalised service. We’re a small team that really cares about going above and beyond to deliver the perfect experience. We have a strong relationship with our villa owners and have checked out all our villas personally. Then, of course, as we live locally and know Sicily inside out, we’re perfectly placed to recommend and organise extra excursions and concierge services.

How important are relationships with local property owners and partners to your business model?

They’re vitally important. We support our owners with advice on delivering the best experience to our guests and see them as part of the Wish Sicily family. And the same goes for our other partners. When it comes to organising an in-villa chef or experiences such as wine-tasting or guided tours, we work only with the very best, confident that their values and standards align with ours.

What have been the biggest challenges and opportunities of running a travel business in Sicily?

The travel sector constantly faces challenges, with Covid probably representing the most significant in recent years. But that has been balanced by the introduction of more flights to Sicily, the restoration of more properties and a better understanding of the type of properties that are most likely to appeal to the luxury villa rental market. Then, of course, TV series such as Montalbano and The White Lotus, set in Taormina, hugely boosted demand from overseas holidaymakers.

How do you balance maintaining a personal, boutique approach while continuing to grow?

We’re a small team, and maintaining a personal, boutique approach is fundamental to what we do. It’s quite simply what we do best. However, our business is set up to ensure that there’s plenty of room for growth whilst still maintaining consistently high levels of quality.

What types of travellers are you seeing more of in recent years, and how has that influenced your offerings?

We have a broad mix of Italian guests and international holidaymakers, and almost everyone wants a villa with a pool! Whether our guests are from Milan, New York or London, the villas that are close to the beach, or with gorgeous views, are always snapped up first. On the whole, our overseas travellers prefer large, luxurious properties that combine contemporary style and design with traditional features. We have also expanded our collection of large group villas to satisfy the growing demand for multi-gen villas – what could be better than gathering your nearest and dearest and celebrating in style in your own private luxury villa?

Beyond villa rentals, how do curated experiences help tell the story of Sicily through your brand?

Actually, with every year, more and more of our guests book curated experiences as part of their villa stay. Learning about the island’s unique gastronomy from chef-prepared dinners, private in-villa cooking classes, and bespoke wine experiences is an enjoyable and relaxing way to explore the history and culture of the island. Adventure activities such as Etna jeep tours and chartering private yachts for day trips to the Aeolian Islands or along the coastline are also popular.

Looking ahead, what is your long-term vision for Wish Sicily and its place in the island’s tourism landscape?

I care deeply about Sicily – I was born here and am raising my children here. We’ve been at the forefront of Sicily’s tourism landscape for 20 years, organising accommodation in elegant properties, with culturally immersive experiences. Our ultimate objectives are to ensure our guests continue to enjoy unforgettable stays in outstanding Sicilian homes, and that we remain committed to contributing positively to local communities who are impacted by tourism on the island. Sicily has been shaped over the centuries by a truly unique history and geography, which today still play a part in culture and daily life here. We look forward to continuing to share that culture with our guests so that they leave with a better understanding of the island,

For more information on any of these villas, or for further inspiration, visit Wish Sicily.