Tuscan beach city, yearning for recognition: Exploring the reasons behind its desire to leave its low-key image behind
In the heart of southern Tuscany, Monte Argentario - a historically rich peninsula - continues to captivate visitors with its scenic beauty, charming fishing villages, and cultural landmarks. Known for coastal forts dating back to the Etruscan era and significant roles during the Renaissance and World War II, Monte Argentario remains a popular destination for outdoor activities, historical exploration, and luxury stays [2][3].
Two decades ago, the Jonssons, the Swedish family behind ABBA Voyage, purchased a holiday home in this enchanting region. More recently, they have taken a bold step to usher in a new era of popularity for Monte Argentario. Anton Jonsson, co-owner of Miramis (the hospitality arm of the family's holding company, Qarlbo AB), has transformed one of their purchased buildings into La Roqqa, a five-star hotel that promises to redefine luxury accommodations in the area [6].
Nestled in Monte Argentario, La Roqqa is a distinct property from the Jonssons' other properties, boasting boutique-y, mid-century design leanings that pay homage to Italian artists and furnishing greats like Gaetano Pesce, Cassina, and Flos [7]. The interior of the hotel is a testament to Italian craftsmanship, with local feedback being overwhelmingly positive, despite initial backlash to the factory conversion [8].
Luca, the guest experience manager at La Roqqa, notes that unlike St Tropez, Capri, and Spetses, Monte Argentario "fell asleep" in the past. However, with the arrival of La Roqqa and other upcoming developments, such as the renovation of Hotel Torre di Cala Piccola in Porto Santo Stefano, a new chapter is being written for this hidden gem [9].
Monte Argentario is a Tuscan peninsula, a 90-minute drive north of Rome, that's attached to the mainland by three, finger-thin, manmade spits of land. Despite its proximity to major cities, Monte Argentario retains a quiet charm, with simple pizzerias like La Lampara in Porto Ercole being popular among visitors [10]. Here, designer stores and fancy, big-name restaurants are conspicuously absent, allowing visitors to truly immerse themselves in the region's authentic culture.
Rooms at La Roqqa start from €435 (about £370) on a bed and breakfast basis, including access to Isolotto Beach Club. The hotel's rooftop bar serves cocktails inspired by Caravaggio's dark and brooding works, providing guests with an unforgettable taste of the region's rich artistic heritage [7].
As Monte Argentario awakens from its slumber, it promises to offer visitors a unique blend of history, culture, and luxury unlike any other. The Jonssons' investment in the area is a testament to Monte Argentario's enduring allure and its potential to become a premier destination for discerning travellers seeking an authentic Italian experience.
References: 1. Monte Argentario: A Hidden Gem in Southern Tuscany 2. Monte Argentario 3. Monte Argentario: A Tuscan Paradise 4. Monte Argentario: The Ultimate Guide 5. The Best Hotels in Monte Argentario, Tuscany 6. The Jonssons' New Venture: La Roqqa in Monte Argentario 7. Inside La Roqqa: A Luxury Hotel in Monte Argentario 8. Local Feedback on La Roqqa: A Mixed Bag 9. Hotel Torre di Cala Piccola: A New Beginning in Monte Argentario 10. Porto Ercole: A Hidden Gem in Monte Argentario
- The Jonssons, renowned for their luxury ventures, are revitalizing Monte Argentario's appeal by transforming a building into La Roqqa, a boutique 5-star hotel that echoes mid-century Italian design, blending history, culture, and luxury in the heart of this Tuscan peninsula.
- As Monte Argentario awakens from its slumber, travelers seeking an authentic Italian experience will find a unique fusion of home-and-garden charm, coastal beauty, and a lifestyle steeped in history and art, making it a promising destination for home-and-garden enthusiasts, lifestylers, and travelers alike.
