The trend of tourism flows highlights that the Amalfi Coast is undergoing a maturity or stagnation stage. Italian and foreign tourists stay in the area for a short time, usually in the period between April and October. Accommodation facilities are basically provided by hotels, while the number of complementary facilities is very low. With respect to tourism demand and supply the Amalfi Coast is a sort of base for trips to sites located out of the territorial system, while large areas are still neglected as destinations sites. The central/peripheral area dynamics - opposing coastal areas with hilly and mountain areas - is highlighted by the location of the accommodation facilities and linked to the offer contents and tourism image, substantially based on bathing tourism and various attraction sites. The long-lasting tourism history of the Amalfi Coast has produced a complex whole of images and perceptions which are still deeply rooted in peoples' minds: communication and mass consumption, combined with marketing promotional mechanisms translated all this into trivial and not realistic stereotypes, making a partial and restrictive selection of sites and resources. The need for a new type of tourism offer has already been perceived, a perception which, however, is not clear and explicit yet. Nevertheless, while difficulties and obstacles have to be identified and removed, there are many and valuable opportunities to be caught. Shorter stay, not excessive seasonal nature of the stay, alternation of Italian and foreign tourists and shift to complementary facilities can make it possible to provide a diversified and specialised offer, mainly focused on short and "targeted" stays. More interestingly, the maturity stage does not involve the destination as a whole but only a number of tourism products located in the coastal area: "peripheral" or "marginal" areas are then a potential opportunity to diversify and enhance the offer, presenting the whole area as a unitary, organic and integrated system. Visitors' feed back has been quite encouraging, thus confirming the existence of a potential demand and an open "space" within the market. Actually satisfaction level is quite good, although questionnaires provide specific suggestions as to the direction and content of the future actions to be implemented.