If Capri is the show-off and Portofino is the cultured heir, Forte dei Marmi is the quieter and stylish cousin that flies under the radar. Situated between the Tyrrhenian Sea and the Apuan Alps, this lowkey Tuscan beach town lures Italy’s beau monde, as it has for decades.
The Vibe
Forte is, in a word, civilized. The streets are clean. The beaches are private, and the best of them—Bagno Piero, Bagno Annetta, and Taiga—run like members-only clubs (which they often are). Everyone rides bicycles, the region’s preferred mode of transport. Most of the hotels and resorts have their own fleets for guest use.
The Crowd
Milanese families descend upon the town during summer, as they’ve done since the 60’s. Other than that, fans include European aristocrats, a few global names, and fashion insiders. Interestingly, it’s also favored by cyclists who love the flat terrain.
The Activities
There’s really not much to do here — and that’s kind of the point. Your mornings might involve a bike ride to the market for a cappuccino. Your afternoons are best spent reclined in a chaise lounge with an Aperol Spritz. In the evening, the piazza fills with families in search of gelato. If it’s a vibrant nightlife you seek, look elsewhere. But, the shopping here is serious, and quiet luxury is the name of the game. Gucci, Loro Piana, Prada, etc. all maintain chic boutiques in town.
New & Noteworthy Accommodations
Pensione America
Hotel group Collezione Em restored and transformed this historic villa, Pensione America. Now, it’s a member of Luxury Hotels of the World. Featuring a mere 18 suites (each with private outdoor space), the hotel is steps from the sea, where it has a private beach club and a pool.
La Serena Hotel FDM
Boutique La Serena embraces the local lifestyle by encouraging guests to explore by bike. The La Serena Hotel FDM features 28 rooms, a curated art collection, and a serene pool. It’s also a haven for global artists who take part in its Artists Residency program.
Baglioni Hotel Forte dei Marmi
Esteemed Baglioni Hotels & Resorts will soon unveil this five star property in 2026. Formerly the Paradiso al Mare, the reimagined hotel will feature 58 rooms and suites, a rooftop bar and pool with views of the sea, a state-of-the-art spa, and a gym.
Established Icon Accommodations
Principe Forte dei Marmi
The 28 art and light-filled rooms at Principe Forte dei Marmi are of minimal design. The Egoiste Spa is massive, and pine trees and flowers surround the outdoor pool. Chef Valentino Cassanelli helms the resort’s Lux Lucas rooftop restaurant, and Dalmazia is the bespoke beach club.
Augustus Hotel & Resort
This iconic, family-owned resort has it all—direct access to the beach, bountiful gardens, and many dining options. The Maschietto family is thoughtful about updates—refreshing rooms and suites, redesigning outdoor spaces, and modernizing tech—without disturbing the unmistakable dolce vita allure that draws film stars, artists, and the international jet set. The hotel recently unveiled the Villa Ala project, two new charming twin villas designed to offer the utmost privacy.
Grand Hotel Imperiale
This tranquil retreat features an attentive staff that offers ultra-personalized service. Rooms and suites are luxurious (natch), the outdoor pool is sublime, and the on-site restaurant is elegant.
Villa Grey
This is a peaceful retreat near the beach with elegantly furnished rooms, a serene garden and terrace, and impeccable service.
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FAQs
Q: What’s the dress code in Forte dei Marmi?
A: Elegant, but not overdressed. White denim and linen always work. But leave the athleisure at home. For the evenings, sundresses and unstructured blazers are appropriate.
Q: Is the region kid-friendly?
A: Yes, if the kids are well-behaved. Most hotels cater to families, and the beach clubs offer children’s play areas.
Q: What is the best time to visit Forte dei Marmi?
A: Late June through early September is peak season; July and August draw the most fashionable crowds. August is when Italian families arrive en masse.
