There are two possibilities for the meaning of the name "Positano." Some say that it comes from Paestum, a city from which inhabitants were trying to find refuge when pirates attacked. Others believe it originated when sailors, transporting a stolen painting of the Virgin Mary, were caught in a storm. They then heard a voice say "posa, posa," or lay me down, right before they sought refuge on the shore of Positano. After they arrived onshore, the storm was believed to have stopped.
The history of the area dates back to the Roman era, when Emperor Tiberius imported flour from the town. The town developed in the 9th century when people were forced to flee to Positano from surrounding areas during the Saracen incursions. It was a fishing village in the 16th and 17th centuries, when it was a major port city. During the 1700s, a number of rich Neapolitan families lived in Positano, and the town began to further develop when the Germans, British and Americans began to discover the town. This included writers such as John Steinbeck, who published an essay on the town in 1953 in "Harper's Bazaar."
Positano is fit for tourists, with hotels, restaurants, clubs and stores built specifically for tourists, especially from other parts of Europe and the United States. Many of the most popular spots are located near the town's beaches. One of the more exclusive hotels, the Il San Pietro, overlooks the Bay of Positano. Positano also features restaurants with authentic meals near the water. La Gavitella is located in the Bay of Praiano and features a terrace overlooking a private beach where couples can eat seafood dishes.
Positano has become one of the top tourist destinations in Europe because of its picturesque landscape. Cliffs lead down to two of the popular pebbly beaches, the Spiaggia Grande and Spiaggia del Fornillo. Along these and other beaches are ferries, hydrofoils and boats that take tourists on trips to Amalfi, Naples, Ravello and the Isle of Capri. Tourists can also rent rowboats for shorter trips. At the Spiaggia del Fornillo, the more secluded of the two beaches, there are a number of diving excursions offered. The Spiaggia Grande, which is a busy port, is the larger of the two beaches. Another popular body of water is the Bay of Salerno, which one can reach by car. On the way to this destination are winding roads and limestone cliffs that offer a picturesque drive. Along the Amalfi Coast, near the beaches, there are also trails that lead to other towns, such as the Sentiero degli Dei or "Path of the Gods." This trail leads to the towns of Praiano and Conca dei Marini, which also have picturesque landscapes.
Along with its beaches, Positano has a number of landmarks that attract visitors to its shores. Many of these places are accessible only by stairways because the town is known for its staircases, which can be found everywhere. The most popular of the landmarks is the Town Hall building, which has a balcony that overlooks the water. This is one of the top spots in Italy for getting married, and a number of wedding ceremonies are performed each week for tourists who go to Positano to get married at the Town Hall. Another top landmark, the Chiesa di Santa Maria Assunta, is part of Positano's history. This domed church dates back to the 10th century and features stone cherubs, pillars, archways and a "Byzantine Black Madonna" from the 13th century. In the neighboring town of Conca dei Marini, which can be reached by boat from Positano, there is a popular sea cave that draws visitors; it is known as Emerald Grotto because it features a sandy floor that is green in color.
Along with its beaches, Positano is also known for its clothing industry. The clothes that come from this town are handmade by local clothing makers, who work for a label known as Moda Positano. This style includes colorful dresses and bathing suits for women. The industry began to grow in the 1950s when people were rebelling against a strict dress code and when more tourists began to visit the town. Along with its clothes, Positano is known for its shoes, which are locally made by shoe makers. These shoes include clogs, flip flops and cloth slippers.
