Green, gorgeous and gloriously underrated. Meet Umbria.
Move over Amalfi and Tuscany, there’s a quieter, greener belle in town. London-based CV Villas has declared Umbria, affectionately dubbed Italy’s green heart, as its number one pick for Europe’s Most Underrated Luxury Destination.
Now, granted, Umbria might not have the paparazzi pull of Capri, the grandeur of Rome, or the romance of Venice. But what it lacks in red carpet glitz, it more than makes up for with character, charm, and a lack of selfie-stick-wielding crowds which, let’s face it, is the real luxury these days.
With Florence and Venice packed to the seams this summer, Umbria is looking like a breath of fresh, truffle-scented air with its rich culture, rolling hills and exquisite food and wines. And it has towns like Gubbio, where dramatic Game of Thrones-style buildings cling to the mountainside, Assisi, the spiritual home of St Francis with its deeply calming vibes, and Montefalco, where the views are as heady as the local Sagrantino wine.
But let’s not shout it from the rooftops. Whisper it to your most cherished clients, the ones who appreciate a well-kept secret. Because well… you know what happened to places like Venice, the Cinque Terre and Puglia. So go on, sell Umbria serenity. Just quietly.
Pamela McCourt Francescone
Executive Editor
