The Marches region of central Italy has become the latest recipient of the title ‘new Tuscany.’ But this area, exemplified by the sleepy comune of San Ginesio, holds its own identity.
The majestic views towards the Sibillini mountains.
Beneath the sublime Sibillini mountains, nestled in the crooked rural hills of Le Marche, hides San Ginesio; a small comune mostly lost on the tourist radar. Tourist guides have been increasingly burdening Le Marche with the lazily reiterated portent - ‘the new Tuscany.’ This tired analogy is perhaps the most prevalent in tourism's unimaginative nomenclature - previously branded on a host of Mediterranean destinations throughout and beyond Italy, Croatia and even Slovenia. A more exact title for Le Marche would be something like ‘new new new new new Tuscany.’ Having said this, the region is geographically comparable - mirroring Tuscany on Italy's opposite, Adriatic coast. And if Tuscany inspires images of terraced Italian countryside, ancient sandstone hilltowns brimming with arts and culture, as well as luscious local food and wine, the title of ‘new Tuscany’ is finally, at least superficially, accurate.
Entering into the walled town of San Ginesio, it seems everything you would expect from an isolated Italian community. Passing under the grand archway, it seems a liminal gateway into an Italian fairy tale, its walls masking a resplendent, antediluvian bubble of timeless natural and architectural antiquity – a town quietly winding its way through history like the struggling puntos up the sharp gradients of its narrow streets.
You find here a proud and unique localism; a manifestation of the fierce independence of Italian regionalism that would scoff at Tuscan comparisons. Communal pride is triumphantly displayed by processions of San Ginesio flags shadowing the streets from above. In this proudly traditional environment, tourists remain transient anomalies, floating by like foreign somnambulists on the peripherals - stared at unashamedly but welcomed warmly in shops, cafes and bars. Next to the deep working tans of San Ginesio inhabitants, outsiders stick out like sandals next to white socks stretched half way over pink shins.
You find here a proud and unique localism; a manifestation of the fierce independence of Italian regionalism that would scoff at Tuscan comparisons. Communal pride is triumphantly displayed by processions of San Ginesio flags shadowing the streets from above. In this proudly traditional environment, tourists remain transient anomalies, floating by like foreign somnambulists on the peripherals - stared at unashamedly but welcomed warmly in shops, cafes and bars. Next to the deep working tans of San Ginesio inhabitants, outsiders stick out like sandals next to white socks stretched half way over pink shins.
The cobbled streets and sandstone walls entering San Ginesio.
What is most refreshing here is the strength of community. The vitality of San Ginesio matches its heritage; you could imagine the local characters existing unchanged from any age. Balcony gazers hail from half-open shutters, ancient, bent over Italian women struggling with groceries up the narrow streets, winding ubiquitously to the town’s grand piazza; the epicentre of the community. Here lackadaisical old men swoon in high-trousered gangs around the square, parodies of local hoodies. Heckling in geriatric (and semi-intoxicated) cheek at the passing local policewoman they are dismissed nonchalantly in daily routine. You are recognised by the flamboyant butcher selling varieties of luxurious local meats. He communicates in a semiotic code of flailing and gesturing, not assuming for a second that you have no idea what he’s talking about. Condensed into this buzzing local piazza are the local shops, cafes and restaurants, two ornate churches and a magnificent loggia shading the entrance to the grand but intimate theatre.
While a holiday could be easily spent relaxing in the piazza - determined to blend in with the groups of old men - there are many activities out and around San Ginesio. Hiring a car is generally a necessity. Perhaps testament to the infectious community atmosphere, a local London investment banker turned B & B owner and taxi man, Mario, lent us his car to visit the stunning nearby lakes. His extreme friendliness and multilingualism inspire a constant feeling of guilt and unworthiness (Mario is a half Greek Aussie who has lived in a scarily diverse range of European countries speaking Swedish, Hungarian and Italian, with a Russian wife and even more multilingual children). Swimming in the brisk lake and sunbathing on its slate banks can be interrupted with lunch at nearby restaurants in unspoilt lakeside comunes. Other activities in the area include trekking and cycling trips through the mountains and excursions to the Sibillini national park.
The clear refreshing water of the nearby lakes overshadowed by mountains.
Although there is a hotel in the piazza, staying in one of the beautifully located lodgings pocketed in the surrounding valleys is preferable. Our villa, Casa Knight, was a rigorous twenty minute walk from San Ginesio, but the exercise can be easily interrupted by long rests admiring the clear views of the terraced vineyards, meadows and tumbling waysides. Mario’s Shambala Country House and Spa, which I can only assume is as comforting as the man himself, is located a similar distance from San Ginesio.
Le Marche deserves more than to be known as nouveau-Tuscany. The region demonstrates a rich heritage, landscape, culture and character that have flourished in the neglected shadow of its celebrated regional neighbour. A strongly hermetic identity is highlighted in the neighbourly atmosphere where the population remain unaware of the whimsical and ominous fluctuations of tourism fads – an ignorance hard to find in the tourist-invaded Tuscany. Le Marche offers a mostly undiscovered and unique destination where you are made autonomous of your invasion whilst silently accepted as a fleeting part of a vibrant, local community.



