One reason is new, insanely popular eateries like ‘Cesca (212-787-6300). If you can’t snag a reservation, grab a seat at the bar for bites of arancini, stromboli or hearty pork shanks. But don’t stop there. Classic restaurants like Cafe des Artistes (212-877-3500) and Cafe Luxembourg (212-873-7411) are also worth the trip. And any true New Yorker will yell at you for missing Zabar’s (zabars.com), the legendary gourmet market. While the area’s not known for its shopping, Columbus Avenue is worth browsing. Olive and Bette’s (212-579-2178) has tons of funky clothes, Tani (212-595-1338) has great women’s shoes and Alice’s Tea Cup (212-799-3006) has every kind of tea imaginable. And with the American Museum of Natural History (amnh.org) and Lincoln Center (lincolncenter.org), you can also get your culture fix. Unlike Times Square, you’ll be around people who actually live here.