Why Le Marche Is Italy’s Best Kept Secret

As featured in The Telegraph

And why travellers are finally starting to notice

For years, travellers have looked to Tuscany as the symbol of Italian countryside beauty: rolling hills, medieval towns, vineyards, and timeless charm.

But something is shifting.

As Italy’s most famous regions become increasingly crowded, many travellers are looking for a quieter, more authentic alternative.

Recently, The Telegraph explored this changing landscape and highlighted Le Marche as one of Italy’s most compelling emerging regions, describing it as a destination for those who want the beauty of Tuscany, without the crowds.

For Italy Charme, this is not a trend. It is the foundation of what we have been building for years.

As founder Moreno Moretti shared with The Telegraph, Le Marche offers something rare in modern Italy: authenticity without performance.

A place where mountain trails meet Renaissance towns, fishing villages sit quietly beside the Adriatic. and artisan traditions remain part of everyday life.

It is Italy as Italians know it. Not curated for tourism. Preserved by community.

Why Le Marche matters now

Travellers today are changing. More and more are looking beyond the obvious. Beyond Florence, Siena and the crowded summer coastlines.

They want:

• space
• local connection
• regional food traditions
• slower experiences
• access to places not everyone else has found

Le Marche offers exactly that.

From the Renaissance beauty of Palazzo Ducale in Urbino to the historic elegance of Ascoli Piceno, the region combines cultural richness with a pace of life that still feels grounded.

Its food culture remains one of Italy’s most underrated; truffles, mountain lentils, handmade cured meats, fresh Adriatic seafood, boutique vineyards. It is a region that rewards curiosity.

The Italy Charme approach

Italy Charme was created to open doors into the Italy that exists behind the surface. Not simply booking hotels, but connecting travellers with producers, artisans, chefs, and local families.

The places you cannot simply find online. The experiences only built through relationships.

Le Marche remains one of our most personal regions because it is home and it is where our story began.

And as more international travellers begin discovering its beauty, we remain committed to sharing it in the right way: slowly, consciously, and with respect for the communities that make it special.

Thinking about Italy differently?

If you are planning Italy and looking for something deeper than the classic route, Le Marche may be the place to start.

Because sometimes the best parts of Italy are the ones still waiting quietly to be discovered.

Discover Le Marche with Italy Charme