Campiglia Marittima, on the Etruscan Coast in the province of Livorno, had +20,000 visitors in 2025.
Tailor-made for visitors seeking authenticity
There is an unexpected side to Tuscany: the Val di Cornia with medieval villages, vineyards overlooking the sea and rolling hills that seem tailor-made for visitors seeking authenticity. According to data from the Tuscany Region, Campiglia Marittima recorded an increase of around 20,000 visitors (+11%) in 2025, rising from 176,138 to 195,562 arrivals. This boom is part of a steady trend: from 132,000 visitors in 2019 to an increase of over 70,000 additional arrivals in just six years. A rare achievement for a small town off the beaten tourist track.
ph by AmaCampigliaMarittima Tuscany
In 2025 sone 2,800 weddings were held in Tuscany
Driving this growth is a new way of experiencing the region: more experiences, more nature, more flavours, and above all more seasons. Spring and autumn are now being fuelled by slow, cultural and outdoor tourism. A paradigm shift that is opening up new opportunities. Starting with the wedding sector. Wedding tourism is, in fact, one of the most dynamic sectors of international tourism: in 2025, around 2,800 weddings were celebrated in Tuscany, with an economic value of over €200 million. Americans remain the primary target market, followed by the UK and Northern European countries. 
ph by AmaCampigliaMarittima Tuscany
A wedding fair for ten top wedding planners
The recent “Tuscany Coast Wedding & Events FAM Trip,” organized by the AmaCampigliaMarittima association from 19 to 22 April brought ten of the top international wedding planners specializing in weddings for American couples to Tuscany. The four-day itinerary through medieval villages, wineries, historic residences and agritourism establishments, was designed to show the authentic soul of a region that is increasingly positioning itself as the Unexpected Tuscany: from Campiglia Marittima to Suvereto, from Populonia to the Gulf of Baratti, passing through some of the most charming venues on the Etruscan Coast. 
"I was impressed by the quality of the facilities"
“Many American couples want to get married in Tuscany, but often give up because they look elsewhere for seaside venues. So I began to explore the Tuscan coast, discovering that outside the Argentario area, it is still little known in the United States. When I discovered Campiglia Marittima and its surroundings, I was captivated by the unique interplay between sea and countryside, and impressed by the quality of the facilities. I sincerely believe it is a little hidden gem that deserves to be brought to the attention of international wedding professionals,” said Johanna Erin Jacobson, a Californian photographer, international wedding professional and owner of the AmbientImage agency.
The first regional wedding fair in Campiglia Marittima in 2027
The “Tuscany Coast Wedding & Events FAM Trip” was just the first stage of a wider project, which will lead, from next year, to the launch of the first regional wedding fair in Campiglia Marittima, an event inspired by Jacobson and dedicated to international operators with the aim of positioning the area as the most unexpected and authentic Tuscany For information: https://www.amacampigliamarittima.it/
