Glamorous Tuscan coastal town strives for recognition: Exploring the reasons behind its determination to break free from anonymity
Monte Argentario, the Tuscan peninsula, continues to captivate visitors with its wild, luminous beaches, crystal-clear sea, and well-preserved coves. Known for attractions such as the Spanish Fortress and Argentario Aquarium, this coastal getaway remains a popular summer destination in 2025.
Visitors can enjoy activities like snorkeling and sunbathing at beautiful pebble beaches like Spiaggia Lunga and Cala del Gesso. However, some areas can be crowded and challenging to access. Monte Argentario was once a favourite spot for luminaries such as Jackie Kennedy Onassis, Slim Aarons, and David Bowie in the mid 20th century.
Among the notable establishments in Monte Argentario is Il Pellicano, the only hotel that stands out. The Jonssons, the Swedish family behind ABBA Voyage, fell in love with Monte Argentario's nature, culture, and well-kept towns and chose to purchase a holiday home here two decades ago. They have now transformed one of their purchased buildings into La Roqqa, a five-star hotel.
La Roqqa, located on a hair-pin bend overlooking Porto Ercole, is designed to be unique compared to the Jonssons' other properties in Monte Argentario. The interior pays homage to Italian artists and furnishing greats like Gaetano Pesce, Cassina, and Flos. Local feedback for La Roqqa has been very positive, although there was initial backlash to its factory conversion.
A new, Italian architect has been brought in to re-mastermind the factory conversion project, ensuring that La Roqqa fits seamlessly into Monte Argentario's picturesque landscape. The hotel's rooftop bar serves cocktails inspired by Caravaggio's dark and brooding works, offering guests a unique drinking experience.
Meanwhile, the hotel Torre di Cala Piccola in Porto Santo Stefano is about to undergo a facelift. The new hotelier's favourite property is Hotel Torre di Cala Piccola for its views of the Tuscan Archipelago.
For those seeking adventure, Monte Argentario offers opportunities for hiking, cycling, and visiting nearby islands. A recommended stop for new visitors is the Tarot sculpture garden in Capalbio, created by Niki de Saint Phalle. Monte Argentario offers a glimpse into the original La Dolce Vita before it became a popular Instagram hashtag.
Despite its popularity, Monte Argentario fell out of favour compared to destinations like St Tropez, Capri, and Spetses. However, its enduring charm and unique offerings continue to attract visitors seeking a slice of Italy untouched by time. The Jonssons' contribution to the area's revival, if any, remains unclear based on the current data.
Visitors looking for a luxurious home-and-garden escape can opt for La Roqqa, a five-star hotel intentionally designed to stand out in Monte Argentario, while still embodying the Italian essence with its interior inspired by Gaetano Pesce, Cassina, and Flos. On the other hand, travel enthusiasts seeking a taste of the original Italian lifestyle may find joy in exploring Monte Argentario, offering opportunities for hiking, cycling, and visiting nearby islands, still preserving a slice of Italy untouched by time.
