GLAM & PLACE | Editorial
The Tuscan Riviera is having a moment
Forte dei Marmi has long offered a particularly Italian version of seaside glamour: pine-shaded villas, cycling through quiet streets, immaculate beach clubs and the Apuan Alps rising behind the coast. Now international investment is putting this understated resort under a brighter spotlight. The question is not simply whether Forte can become another Saint-Tropez. It is whether it wants to.
Why the luxury world is watching
One sign of change is the opening of Principessa Forte dei Marmi, Autograph Collection, announced by Marriott in April 2026. With 36 rooms and suites, a sculptural design inspired by a yacht and MARIAS restaurant, the property frames contemporary luxury around the region’s slower rhythms. Separately, the acquisition of Grand Hotel Imperiale by Mohamed Ali Alabbar has drawn attention to the destination’s growing appeal to international investors.
The difference is the atmosphere
Saint-Tropez sells an instantly recognizable spectacle. Forte dei Marmi’s distinctive appeal has traditionally been discretion: long lunches, private gardens, beach umbrellas arranged with precision and an unhurried evening passeggiata. The best experience is less about being seen than knowing where to go. A visit might begin with coffee in the centre, continue with a bicycle ride and end with a sunset aperitivo beside the sea.
Can exclusivity coexist with local identity?
Investment can improve hospitality and bring international visibility, but it also raises difficult questions about affordability, year-round community life and the survival of local character. An elegant hotel alone does not make a destination compelling; the artisans, residents, restaurants and everyday rituals do. The real test of Forte dei Marmi’s next era will be whether growth protects the qualities that made it desirable in the first place.
The GLAM & PLACE verdict
Forte dei Marmi does not need to imitate the French Riviera. Its strongest proposition is a different idea of luxury: Tuscan restraint, thoughtful design and the pleasure of taking time. For travelers seeking an Italian summer with style but less performance, that may be precisely the attraction.
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