Lunezia Uncovered: The Overlooked Italian Region Between Liguria and Tuscany
A field report from Laura, See Italy Product Team
For most travelers, Liguria means Cinque Terre, and Tuscany means Florence or Chianti.
Yet between these iconic destinations lies a lesser explored region that quietly offers something different, something that feels increasingly rare in today’s Italy.
That’s why Laura, a member of our Product team, recently spent three days traveling through Lunezia (also known as Lunigiana), a culturally rich and historic area that stretches across the borderlands of southern Liguria and northern Tuscany.
Marked by mountains, winding rivers, and ancient villages, this region has long been a crossroads between the Apennines and the sea.
It felt like we had uncovered a rare treasure. Lunezia is a part of Italy that still beats to its own drum, untouched by the rush and full of soul. This is a place that still carries an authenticity many others have lost.
What we found here felt honest, heartfelt, and full of soul.
Breathtaking landscapes away from the crowds. Traditions preserved through generations. People who are deeply proud of where they come from.
For travel advisors, Lunezia offers a rare chance to take your clients off the well worn path and into a part of Italy that feels refreshingly undiscovered.
Why Our Product Team Went to Lunezia
At See Italy, we don’t just browse supplier catalogs or rely on second hand recommendations.
We go.
Our Product Team personally visits regions, meets local partners, tests experiences, and validates everything before we offer it to travel advisors and their clients.
This three day site inspection in October was organized in partnership with Gems Experiences, a consortium of tourism enterprises in the Gulf of Poets area. Our goal? Explore a region with untapped potential for luxury and authentic travel experiences and personally vet every hotel, winery, guide, and castle before adding them to our portfolio.
As Laura noted in her trip report:
“It’s an area that still has a lot of potential for development as a product. It offers a wide range of activities for guests staying either in the Cinque Terre or in Florence and Lucca. It’s also a less touristy area, which makes it even more authentic.”
This wasn’t tourism for tourism’s sake. This was strategic product development, guided by one question:
Can we offer something here that our clients won’t find anywhere else?
The answer, overwhelmingly, was yes.
History Lives in People, Not Museums
Every stop on this journey was a reminder of what meaningful travel actually is.
Cava Museo Fantiscritti: Where Marble Meets Memory
We ventured into the mountains above Carrara and descended into Cava Museo Fantiscritti, a working marble quarry turned museum.
Picture this: A dramatic network of tunnels carved deep into the Apuan Alps. The air cool and mineral scented. Light filtering through enormous caverns where Michelangelo himself once sourced marble for the Sistine Chapel.
But what made this experience unforgettable wasn’t the marble.
It was Walter Danesi, our guide the grandson of the museum’s founder. He didn’t recite a script. He shared a legacy. His family has worked this land for generations, and every word he spoke carried pride, memory, and a deep personal connection to the place.
Most tourists visit Carrara’s open air quarries and snap photos from the bus. But the real story lives underground, in the tunnels where generations of cavatori (quarry workers) risked their lives extracting “white gold.” Walter’s family tour reveals the human side of marble the tools, the dangers, the pride that no museum placard can capture.
You learn about the backbreaking labor, the tools, the risks. But more than that, you feel the weight of history through someone who lives it.
This is exactly the kind of connection we seek in the partners and places we introduce to our travelers.
History told by people, not plaques.
Castello Malaspina: Magic Hour at a Medieval Fortress
Later in the trip, we found ourselves atop a hill in Fosdinovo, inside Castello Malaspina a centuries old castle bathed in golden sunset light.
The medieval fortress rises dramatically above the valley, with towers, courtyards, and sweeping views that stretch from the Apuan Alps to the Ligurian Sea.
But what made this moment unforgettable wasn’t just the architecture.
It was the timing. The light. The stillness. The rare joy of being exactly where you are, fully present with those around you.
At sunset, we visited Castello Malaspina–Fosdinovo. This castle is a real hidden gem, well worth a visit. Definitely a magical and memorable experience.
Book castle visits for late afternoon. The fortress takes on an entirely different character as golden hour approaches the stone glows warm, shadows deepen the medieval atmosphere, and you’ll often have entire courtyards to yourself. Plus, sunset views over the valley are absolutely spectacular.
Portovenere: Where Pesto Perfumes the Air
Down by the coast, we wandered through the colorful streets of Portovenere, a UNESCO World Heritage site that feels like Cinque Terre’s quieter, more elegant cousin.
The scent of fresh pesto drifted through narrow alleyways a sensory detail that immediately connects you to this place.
Liguria invented pesto, and here you can still taste it the way it’s meant to be: made by hand, with local basil grown on terraced hillsides, pine nuts, Parmigiano-Reggiano, and Ligurian olive oil.
The scent of pesto that Laura mentions isn’t accidental. In Portovenere’s old town, family run trattorias still make pesto fresh every morning using marble mortars the traditional mortaio. The aroma wafts through the streets by midday, guiding you to the most authentic spots. Follow your nose, not TripAdvisor.
Daily life moved with an easy, unhurried rhythm. Fishermen mended nets by the harbor. Locals chatted outside bakeries. The pace felt human again.
Wine, Boats, and Hidden Villages
The itinerary balanced iconic sites with off the beaten path discoveries, giving us a complete picture of what Lunezia can offer discerning travelers.
Wine Experiences with Soul
We visited two exceptional wineries, and both offered far more than just tastings they offered connection.
Cantine Ca’ Lunae Bosoni in Castelnuovo Magra welcomed us for a private wine pairing dinner on a hilltop estate overlooking vine covered slopes.
The wines here particularly the crisp, mineral Vermentino and elegant reds reflect the unique terroir of this border region between Liguria and Tuscany. The producers are third generation winemakers who farm organically and let the land speak through every bottle.
Podere Ferrari in Riccò del Golfo offered a similarly intimate experience. Here, the winemakers shared not just their bottles but their philosophy: respect for the land, minimal intervention, maximum expression.
These aren’t mass market wine tours. These are personal encounters with people who pour their lives into every vintage.
Both wineries can accommodate private pairings (8 to 12 guests max) with advance notice. For high touch clients, we can arrange personalized menus, exclusive cellar access, and even meet the winemaker sessions. These experiences feel worlds away from Tuscany’s crowded tasting rooms.
The Gulf of Poets by Boat
We explored the Gulf of Poets (Golfo dei Poeti) and the Cinque Terre from the water a perspective that reveals why this coastline has inspired artists and writers for centuries.
Lord Byron swam across this gulf. Percy Shelley drowned in these waters. D.H. Lawrence wrote here. The bay earned its name for good reason.
From the boat, you see the villages as they were meant to be seen: perched impossibly on cliffs, painted in warm pastels, framed by azure water.
The boat tour isn’t just scenic it’s strategic. Many Cinque Terre villages are overwhelmed by day trippers arriving by train. Approaching by private boat lets your clients experience the coast at their own pace, dock at quieter ports, and avoid the crowds entirely. Plus, swimming stops in hidden coves that are inaccessible by land.
Villages That Time Forgot
We visited Pontremoli, a medieval town in the heart of Lunigiana known for its ancient stone bridges and mysterious statue menhirs (prehistoric carved stones that predate even the Romans).
It’s the kind of place where you wander cobblestone streets, stumble upon Romanesque churches, and feel like you’ve stepped back 500 years.
No tour buses. No souvenir shops hawking “Made in China” leather goods. Just a town that exists for itself, not for tourists.
Visit Pontremoli on market day (Wednesday and Saturday mornings). The weekly market has been held in the same piazza since the Middle Ages. You’ll find local farmers selling fresh produce, artisan cheeses, and handmade pasta plus it’s the best chance to see the town come alive with local life.
And Monterosso al Mare, the largest of the Cinque Terre villages, offered a perfect counterpoint: familiar enough to anchor clients’ expectations, yet still intimate and charming when experienced through local eyes.
Insights for the Thoughtful Travel Advisor
Lunezia is a region full of possibilities, ideal for well traveled clients who have seen the highlights and are craving a slower pace, fewer crowds, and rich layers of culture.
It offers a refreshing perspective on some of Italy’s most beloved regions.
Who This Region Is For
✓ Repeat travelers who’ve already done Florence, Rome, and the Cinque Terre, and want something authentic without sacrificing quality or comfort.
✓ Luxury travelers seeking boutique accommodations, private experiences, and cultural depth over conspicuous consumption.
✓ Clients looking for Cinque Terre alternatives the same coastal beauty and medieval charm, but without the overwhelming crowds.
✓ Off the beaten path enthusiasts who want to discover regions that still feel genuinely Italian, not theme park versions of Italy.
Client fit checklist: This region works beautifully for clients who appreciate slow travel, aren’t brand obsessed (no Four Seasons or Aman here), value authenticity over Instagram moments, and have already “done” the classic Italy highlights. It’s perfect for honeymoons seeking intimacy, milestone trips craving meaning, or sophisticated repeaters looking to go deeper.
How Lunezia Fits Into Broader Itineraries
One of Lunezia’s greatest strengths is its strategic location.
If your clients are visiting Florence, Lucca, or the Cinque Terre, this region is close enough for a day trip, yet rich and soulful enough to warrant a few nights all on its own.
Sample integration ideas:
- Florence to Cinque Terre itinerary: Add 2 nights in Lunigiana as a bridge, exploring Pontremoli and Carrara before continuing to the coast. This breaks up the journey beautifully and adds unexpected depth.
- Tuscany + Liguria combo: Split time between Lucca (4 nights) and Portovenere (3 nights), using Lunezia as the connecting thread. Day trips to marble quarries, medieval castles, and hill towns feel organic, not forced.
- Deep dive into lesser known Italy: Dedicate 4 to 5 nights entirely to Lunigiana and the Gulf of Poets, exploring marble history, wine estates, coastal villages, and mountain culture. Perfect for clients who’ve “been everywhere” and want to discover somewhere new.
- Multi generational groups: Lunezia offers activities across interest levels teens can explore castles and coastal boat trips, adults enjoy wine experiences and cultural walks, grandparents appreciate the slower pace and authentic villages.
Lunezia sits perfectly between Florence (1.5 hours) and the Cinque Terre (30 to 45 minutes). This makes it ideal as a 2 to 3 night “bridge” in longer itineraries. We recommend private drivers for this leg the mountain roads are scenic but winding, and having a local driver means clients can relax and enjoy the views.
Accommodations That Reflect the Region
During our visit, we stayed in boutique properties full of charm and character, where the hospitality felt heartfelt and sincere.
We met the people who bring these places to life from front desk teams to the owners themselves and we were welcomed not just as guests, but as friends.
These aren’t luxury hotel chains. They’re 4-star boutique accommodations with authentic storytelling, personal service, and a deep connection to their surroundings.
Restored villas with gardens overlooking the sea. Historic residences in medieval town centers. Family run hotels where breakfast features local honey, homemade focaccia, and jams from fruit trees in the courtyard.
Accommodation philosophy: We’re positioning Lunezia in the $500 to 800/person/day tier premium experiences in boutique settings, not ultra luxury palace hotels. Think Relais & Châteaux quality, not Belmond. This keeps it accessible while maintaining high standards, and honestly, it’s more authentic to the region’s character.
A Region That Reminds Us Why
At See Italy, we’re always seeking out places that still hold on to their soul.
Regions that are proud of their heritage, eager to share it, and open their arms with sincerity and care.
Lunezia is exactly that.
We felt it in the quiet beauty of Pontremoli. In conversations that unfolded slowly over a glass of wine. In places that revealed themselves gradually and left a lasting imprint.
Liguria isn’t only Cinque Terre, and Tuscany isn’t only Florence or Chianti. This journey reminded me how special off the beaten path travel can be how meaningful it feels when a place still beats to its own drum.
Our journey wasn’t about checking places off a list.
It was about pausing, noticing, and connecting. And that’s what made it so special.
What’s Next for Lunezia
We’re already beginning to offer new stays, experiences, and connections in Lunezia each one personally vetted by our team to reflect the quality and authenticity your travelers are seeking.
Experiences now available:
- Private marble quarry tours with Walter Danesi at Cava Museo Fantiscritti
- Wine pairings and dinners at Ca’ Lunae Bosoni and Podere Ferrari hilltop estates
- Sunset visits to Castello Malaspina with exclusive access
- Private boat explorations of the Gulf of Poets and Cinque Terre coastline
- Guided cultural walks through Pontremoli, Portovenere, and medieval villages
- Boutique accommodations hand selected by our Product Team
Every experience listed above was personally tested by Laura during this October site inspection. We’ve met the guides, tasted the wines, walked the castle courtyards, and stayed in the hotels. Nothing goes into our portfolio without this level of vetting. That’s the See Italy difference.
If you’d like to explore what’s possible for your clients in Lunezia or other hidden regions across Italy we’d be delighted to share more.
📝 Contact us here to start the conversation.
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