Play in Forte dei Marmi: Art, Beaches and Bikes by the Sea

There is something timeless about Forte dei Marmi. This elegant seaside town on Tuscany’s Versilia coast has long attracted writers, artists, and Italy’s most stylish summer crowd. Today, its golden beaches, tree-lined boulevards and relaxed glamour offer a slower, more sophisticated alternative to better-known resort towns. Whether you’re here for the culture, the coastline or simply a little dolce far niente, Forte dei Marmi has something for every kind of traveller.

Art and Culture, the Local Way

Forte dei Marmi’s creative heart beats just beyond its beaches. Just 15 minutes inland is Pietrasanta, a historic town known for its art scene, with galleries, sculpture studios and exhibitions taking over its narrow streets each summer. It’s the kind of place where you can wander from a centuries-old church into a contemporary gallery, gelato in hand.

Back in Forte itself, art is very much part of everyday life. Nowhere is this clearer than at La Serena, a contemporary boutique hotel with a strong artistic identity. The property doubles as a living gallery, filled with work by artists in residence. Sculptures, paintings and statement pieces line the communal spaces and guest rooms, creating an immersive visual experience. Guests may even have the chance to meet some of the artists and see their work evolve over the course of a stay. It’s a brilliant way to experience the creative spirit of the region up close.

Beaches with a Difference

Forte dei Marmi’s beaches are among the most beautiful in Tuscany, and they come with their own unique flair. Instead of the usual umbrellas and plastic loungers, here you’ll find rows of elegant white cabanas and striped sunbeds. Most beaches are run by stabilimenti balneari – family-owned beach clubs where a day pass includes sunbeds, towels, changing rooms and sometimes even lunch service straight to your tent.

One of the best ways to explore the beachfront is by bike. La Serena offers complimentary electric bicycles to guests, which are perfect for gliding along the cycle path that runs parallel to the beach. It’s ideal for reaching your beach club in the morning or heading out for an evening ride at sunset.

Markets, Shopping and Spritzes

When you’re not at the beach, Forte’s tree-lined streets offer plenty of diversion. The weekly market, held in the town square, is one of the best in the region. You’ll find everything from cashmere knits and linen dresses to artisan homeware, all sold by vendors who know their regular customers by name.

The town is also home to high-end designer boutiques including Gucci, Prada and Brunello Cucinelli, alongside local labels and independent shops. Stop for a coffee or early aperitivo at one of the open-air cafés along Via Roma – a prime spot for people-watching.

Later in the evening, head back to La Serena for dinner and drinks. The hotel’s restaurant and bar are destinations in their own right, with a menu that celebrates seasonal produce and a cocktail list designed for long, warm nights. The setting, surrounded by artworks and flickering candlelight, makes it feel like a true local secret.

Adventure, Wellness and Day Trips

Forte dei Marmi is perfectly positioned for day trips into the surrounding region. Within 30 minutes, you can be hiking in the Apuan Alps, exploring the marble quarries of Carrara, or visiting the walled city of Lucca. It’s also a short drive to Pisa, making arrivals and departures incredibly smooth.

For something slower paced, spend a few hours at one of the town’s beachside wellness centres or treat yourself to a massage back at La Serena, where the calm garden and pool area offer a peaceful alternative to the busy shoreline.

Play, the Forte dei Marmi Way

To play in Forte dei Marmi is to embrace a different pace of life. Whether you’re exploring an art gallery, browsing a market, cycling along the coast or sipping spritz in the shade, everything is about pleasure and ease. And with La Serena as your base – a hotel that reflects the beauty and creativity of the area in every detail – you’ll be perfectly placed to experience it all.