Its spectacular visual beauty is hard to beat. That said, I have to say that Positano is too touristy for my taste. Many of the towns along the Amalfi Coast are touristy, but I thought Positano was especially so. Some people recommend nearby Praiano as a less touristy (and cheaper) alternative.

Positano is undeniably one of the most "touristy" destinations in Italy, serving as the "poster child" for the Amalfi Coast. Because of its vertical, postcard-perfect architecture and its status as a celebrity playground, it attracts millions of visitors annually, far exceeding its small local population. During the peak summer months (June through August), the narrow, winding streets and stairways can become extremely congested, and the main beach (Spiaggia Grande) is often wall-to-wall with umbrellas. Prices for everything from a "limonata" to a hotel room carry a significant "luxury premium." However, Positano is touristy for a reason: its beauty is genuinely unparalleled, and the "dolce vita" atmosphere is meticulously maintained through high-end boutiques, world-class dining, and stunning coastal views. If you wish to experience the charm without the overwhelming crowds, visiting in the "shoulder" months of late April, May, or October is highly recommended. While you will never have the town to yourself, the experience feels much more authentic when you aren't fighting for a spot on the ferry or a reservation at a cliffside restaurant.