Photo: Alpemare Beach Club | Ristorante Forte dei Marmi via Google
Alpemare
A century old bagno rebuilt as 120 tents, a pine garden and not a single plain umbrella.
The verdict
- Book ifYou are a family or a foursome who wants Forte dei Marmi at full polish, because a reported 400 euro back row tent split four ways lands near 100 euros a head and includes a private cabin, bathrobes, a safe and towels laid out fresh each morning
- Skip ifAll you need is an umbrella and two loungers, since Alpemare sells nothing that simple, and the classic bagni a short stroll along this same sand rent that exact day for a fraction of the tent rate
- One thing to knowLunch served at your tent reportedly carries a 30 percent surcharge on the restaurant menu, so walk the few metres to a proper table and spend the difference on the wine list instead
Amenities and hours checked on the club’s own site, tent rates drawn from Italian beach guides, verified by Morten Andersen against our editorial standards
Published 10 July 2026. Last reviewed 10 July 2026
The Bocelli family bought this stretch of the Forte dei Marmi arenile in 2017 and rebuilt it into something no other bagno on the Versilia coast has tried: a beach with no umbrella rows at all. Guests walk in through a garden of century old pines at Viale Italico 69 and out onto sand furnished only with draped tents, 120 of them, each backed by its own rebuilt cabin with a safe, USB ports and a courtesy kit of bathrobes and fresh towels. A national beach club guide crowned it the best in Italy for 2025.
Our Tuscan coast club directory ranks it just behind Twiga as the coast’s polished family pick. This page pushes on the money question a directory cannot: with no cheap seat in the house, when does the all tent format actually pay off, and who is better served by the modest bagno next door.
Alpemare at a glance
The club publishes no tariff, so every euro figure here is reported by Italian beach guides rather than quoted by the venue, and we mark it that way.
| What | The detail |
|---|---|
| Tents | Reported 400 to 600 euros a day by row, each with two beds, two deck chairs, a table, two director chairs and a private cabin behind |
| King size tents | Five larger tents of five by three metres, reported around 1,200 euros a day in peak season with parking and concierge service included |
| Plain umbrellas | Not offered at any price, the tent is the only way onto this sand |
| Minimum spend | To be confirmed, the club states none publicly, so raise it in your enquiry |
| Entry | By tent reservation rather than a door fee, day guests book through the club’s online beach widget |
| Reservations | Online through alpemare.com, by phone on +39 0584 1811042 or by email at reservations@alpemare.com |
| Dress code | To be confirmed, the crowd runs polished resort wear at lunch |
| Season and hours | Beach daily 9.00 to 20.00 in season. Lunch 12.00 to 15.00 daily across the two restaurants, with aperitivo and event evenings on the calendar |
| The beach | Forte dei Marmi, fine pale sand with a long gentle shelf, the most manicured stretch of the Versilia shore |
What zero umbrellas really means
Every other establishment on this coast prices a ladder: umbrella, bed, cabin, tent, and you climb as far as your wallet allows. Alpemare tore the bottom rungs off. The reported 400 to 600 euro tent is the entry ticket and the top ticket at once, which reads as madness for two people and starts to make sense at four. Divide a back row tent between a family and you are near 100 euros a head for furniture that would count as the royal box anywhere else, a cabin with a safe and chargers, robes waiting each morning, and staff who reset the whole stage daily. The five king size tents at a reported 1,200 euros push the same logic further but price worse per person than two standard tents side by side, so a large group should book the pair.
The kitchen is the second decision. Two restaurants share the property, the flagship dining room and the newer Marecalmo, both serving lunch from noon to three, with full seafood meals reported in the 70 to 150 euro range per head before wine. The detail a value traveller should memorise is the reported 30 percent premium for having that same food carried to your tent. It is the priciest convenience on the property and the easiest one to decline. There is also a chauffeured car available by reservation for transfers to and from the club, a flourish that tells you exactly which clientele the place is tuned for.
Where does it wobble? If you arrive expecting a scene, this is not Twiga: evenings here mean aperitivo and the occasional concert, not a dance floor, and the crowd is quieter and older. The front rows are effectively an inheritance, rebooked by the same families each August, so a first timer should expect the middle of the grid in peak weeks. And the sea itself grants no privileges: the same shallow, child friendly water fronts the humble bagni either side, where an umbrella day costs less than lunch does here.
Forte dei Marmi, past the pine garden
Photo: Samanta Nardini via GoogleThe sand under those tents is the same fine, pale Versilia grain that runs the whole length of the town, with a shelf so gradual that children wade for ages before it turns into swimming. Walk five minutes in either direction along the shore and the day rate drops by hundreds of euros while the sea stays identical, which is the whole Forte dei Marmi bargain in one sentence. The town keeps a few free public windows of sand as well, though they fill by mid morning in August. Our Forte dei Marmi beach guide maps the shore, the pontile and the quieter margins.
The practical part
Viale Italico 69 sits on the seafront boulevard in the heart of Forte dei Marmi, an easy pedal from anywhere in town, and the bicycle is the honest local way to arrive since August traffic on the coast road barely moves. Trains stop at the Forte dei Marmi Pietrasanta halt inland of town, from which a cab covers the last stretch, and drivers should remember that the king size tents are the only booking reported to include parking.
Booking is more modern than most of Versilia: the club runs a live online beach widget on its own site, backed by the phone line and the reservations email. In August the grid thins out weeks ahead, while June and September behave like a different, cheaper country. If you would rather send one message than juggle an Italian booking engine, drop your date, party size and tent count into the form below and we will hand the enquiry to the club, which then confirms what is free and what it costs. Asking is free.
Book Alpemare
Independent and honest · 1,340 beaches ranked across 103 destinations · We answer to no resort
The Alpemare questions
How much does a tent at Alpemare cost?
Italian beach press and recent visitor guides report standard tents at 400 to 600 euros a day depending on the row, each furnished with two beds, two deck chairs, a table and two director chairs plus a private cabin. The five king size tents have been reported around 1,200 euros a day in peak season with parking included. Nothing is published officially, so confirm the rate for your date when you book.
Does Alpemare rent plain umbrellas or single sunbeds?
No. The club abandoned the classic umbrella rows entirely and rents only its 120 cabana style tents, so the tent price is the only ticket in. If you just want an umbrella and two loungers, the traditional bagni along the same Forte dei Marmi sand sell that day for far less.
What are Alpemare's opening hours?
The beach runs 9.00 to 20.00 every day through the season. The kitchen serves lunch from 12.00 to 15.00 daily across its two restaurants, and the club also runs an aperitivo offer and event evenings. Hours can shift with the calendar, so check when you reserve.
Do you need to book Alpemare in advance?
In July and August, yes, and the front rows go first to returning regulars. The club takes beach bookings through the online widget on its own site, by phone on +39 0584 1811042 or by email at reservations@alpemare.com. June and September dates are noticeably easier to land.
Is eating lunch in your tent at Alpemare worth it?
It is the most expensive way to eat here. Visitor guides report a 30 percent surcharge on restaurant prices for meals served at the tent, on top of mains that already run roughly 35 to 50 euros for fish. Walking the few steps to the restaurant table costs nothing and buys the same kitchen.
Can you see Andrea Bocelli at Alpemare?
The tenor's family has owned the club since 2017 and members of the family do appear, particularly in summer, but there is no schedule and no guarantee. Book the beach for the beach, and treat any sighting as a bonus rather than the plan.