Alessandro Tognetti in Ville & Casali: “The Forte is the new haven of international luxury”
The Forte takes the pages of Ville & Casali
The July 2026 issue of Ville & Casali (no. 406) devotes an extensive report to Versilia, written by Alessandro Luongo: the sea and its social scene, culture, a new generation of luxury hospitality and, in the section dedicated to the real estate market, an investigation with an eloquent title, portraying Forte dei Marmi as the new haven of international luxury.
Among the voices called upon to interpret this market moment is our owner, Alessandro Tognetti. In this article we retrace the key passages of the interview — and what they mean for anyone who owns, or dreams of, a home in the Forte.
A safe-haven asset called Forte dei Marmi
The thesis of the report is clear: a growing share of international capital is looking for stability, and finds it in Versilia. Over the years the Forte has established itself as the Italian capital of understated luxury — less ostentatious than other destinations, deeply loved by entrepreneurs, international families and European high society. Against this backdrop, a home in Forte dei Marmi is increasingly perceived as a safe-haven asset: a value that protects capital, even before being a house for the summer.
Who is buying in the Forte today: the new geography of buyers
The data we shared with the magazine outlines a profoundly international pool of buyers: 32% come from the United States, 11% from Canada, 9% from Northern Europe and the United Kingdom, 12% from the United Arab Emirates. Americans, in particular, fall in love with the Italian way of life: the climate, the food, the sea, a relaxed elegance that is hard to find anywhere else.
The most sought-after property types remain two: the villa with pool and the hillside home with sea view. In the interview we share a concrete example: the sale, to a Formula 1 driver, of a property on the Ripa hillside just behind the Forte, with a view stretching across Elba, Pianosa, Giglio and Corsica. It is no isolated case: we have devoted more than one in-depth article to the hills behind Forte dei Marmi and to the Strettoia area, because that is where demand is running fastest.
Rising values, supply at record lows
The other central theme of the interview is the scarcity of product. Seafront villas now start at 6-7 million euros; in Roma Imperiale — the greenest and most exclusive district — very few properties are available and values settle around 10 million. The typical request in this area concerns villas of at least 300 sqm with 3,000-4,000 sqm of garden, with Italian buyers rarely willing to go beyond 3-4 million: the top end of the market, therefore, increasingly speaks the languages of the world.
The rental segment confirms the strength of the destination as well: a villa with pool and 5-6 bedrooms lets for 80-100 thousand euros for July-August, with peaks of 200-300 thousand euros per month in Roma Imperiale.
The consequence for owners is evident: whoever holds a property in Forte dei Marmi today holds an asset that keeps appreciating. The first step to capitalise on it is knowing its real value: you can request a free and confidential valuation of your property.
Not just villas: a new season for hospitality
International interest is not limited to the residential market. In the interview we also recount the sale, to investors from Dubai, of a hospitality property in Forte dei Marmi, now transformed into a boutique hotel oriented towards art, design and a sophisticated international clientele. A segment in full ferment, to which we dedicate a specific service: investing in hotels and the hospitality sector.
A showcase that speaks to the world
In the same issue you will also find our dedicated page — Forte dei Marmi, the pearl of Versilia — presenting the strength of the Coldwell Banker network: 45 countries, 3,000 offices, 100,000 agents at the service of those who sell and those who buy. Global network, local expertise: it is the formula through which we bring Versilia’s finest properties before the right eyes, anywhere in the world.
Being selected and featured by a magazine such as Ville & Casali is a great source of pride for us — one we share with the clients who entrust us with their homes every day. The full interview is on newsstands, in the July issue of Ville & Casali.
Alessandro Tognetti in Ville & Casali: “The Forte is the new haven of international luxury”
The Forte takes the pages of Ville & Casali
The July 2026 issue of Ville & Casali (no. 406) devotes an extensive report to Versilia, written by Alessandro Luongo: the sea and its social scene, culture, a new generation of luxury hospitality and, in the section dedicated to the real estate market, an investigation with an eloquent title, portraying Forte dei Marmi as the new haven of international luxury.
Among the voices called upon to interpret this market moment is our owner, Alessandro Tognetti. In this article we retrace the key passages of the interview — and what they mean for anyone who owns, or dreams of, a home in the Forte.
A safe-haven asset called Forte dei Marmi
The thesis of the report is clear: a growing share of international capital is looking for stability, and finds it in Versilia. Over the years the Forte has established itself as the Italian capital of understated luxury — less ostentatious than other destinations, deeply loved by entrepreneurs, international families and European high society. Against this backdrop, a home in Forte dei Marmi is increasingly perceived as a safe-haven asset: a value that protects capital, even before being a house for the summer.
Who is buying in the Forte today: the new geography of buyers
The data we shared with the magazine outlines a profoundly international pool of buyers: 32% come from the United States, 11% from Canada, 9% from Northern Europe and the United Kingdom, 12% from the United Arab Emirates. Americans, in particular, fall in love with the Italian way of life: the climate, the food, the sea, a relaxed elegance that is hard to find anywhere else.
The most sought-after property types remain two: the villa with pool and the hillside home with sea view. In the interview we share a concrete example: the sale, to a Formula 1 driver, of a property on the Ripa hillside just behind the Forte, with a view stretching across Elba, Pianosa, Giglio and Corsica. It is no isolated case: we have devoted more than one in-depth article to the hills behind Forte dei Marmi and to the Strettoia area, because that is where demand is running fastest.
Rising values, supply at record lows
The other central theme of the interview is the scarcity of product. Seafront villas now start at 6-7 million euros; in Roma Imperiale — the greenest and most exclusive district — very few properties are available and values settle around 10 million. The typical request in this area concerns villas of at least 300 sqm with 3,000-4,000 sqm of garden, with Italian buyers rarely willing to go beyond 3-4 million: the top end of the market, therefore, increasingly speaks the languages of the world.
The rental segment confirms the strength of the destination as well: a villa with pool and 5-6 bedrooms lets for 80-100 thousand euros for July-August, with peaks of 200-300 thousand euros per month in Roma Imperiale.
The consequence for owners is evident: whoever holds a property in Forte dei Marmi today holds an asset that keeps appreciating. The first step to capitalise on it is knowing its real value: you can request a free and confidential valuation of your property.
Not just villas: a new season for hospitality
International interest is not limited to the residential market. In the interview we also recount the sale, to investors from Dubai, of a hospitality property in Forte dei Marmi, now transformed into a boutique hotel oriented towards art, design and a sophisticated international clientele. A segment in full ferment, to which we dedicate a specific service: investing in hotels and the hospitality sector.
A showcase that speaks to the world
In the same issue you will also find our dedicated page — Forte dei Marmi, the pearl of Versilia — presenting the strength of the Coldwell Banker network: 45 countries, 3,000 offices, 100,000 agents at the service of those who sell and those who buy. Global network, local expertise: it is the formula through which we bring Versilia’s finest properties before the right eyes, anywhere in the world.
Being selected and featured by a magazine such as Ville & Casali is a great source of pride for us — one we share with the clients who entrust us with their homes every day. The full interview is on newsstands, in the July issue of Ville & Casali.
