Marche (Le Marche) is central Italy's 'one region in many' on the Adriatic coast, blending sandy beaches and the dramatic Conero Riviera with Renaissance art cities, medieval hilltop villages, and the snow-capped Sibillini Mountains. From Urbino's Ducal Palace to the underground wonder of the Frasassi Caves, it offers Italy's variety with a fraction of the crowds.
Cultural orientation
Essential context for travellers.
Meals are sacred in the Marche; take time to enjoy the full dining experience without rushing
Dress modestly when visiting churches and pilgrimage sites such as the Basilica of Loreto (cover shoulders and knees)
Learn a few basic Italian phrases; locals greatly appreciate even the smallest effort
Greet shopkeepers and restaurant staff with 'Buongiorno' or 'Buonasera'
Passeggiata (evening stroll) is a cherished tradition; join the evening walk in the historic centres of Ascoli, Ancona and the towns
Avoid eating while walking; sit down to enjoy your food like a local
Sunday is family day; many shops close while churches and piazzas are especially lively
Coffee is a ritual: stand at the bar for espresso, and never order cappuccino after 11 AM
Do's and don'ts
Quick guide to local norms.
Do
- Greet with 'Buongiorno' (good morning) or 'Buonasera' (good evening)
- Dress modestly at churches, cathedrals and the Loreto sanctuary (shoulders and knees covered)
- Wait for the host or waiter to signal before starting to eat
- Enjoy the full multi-course meal experience at traditional restaurants
- Buy products directly from local producers when possible
- Reserve restaurants in advance, especially on weekends and in peak season
- Join the passeggiata evening stroll in any town centre
- Try local specialties such as olive ascolane, ciauscolo and Verdicchio wine
Don't
- Don't rush through meals or ask for the bill immediately after eating
- Don't wear swimwear or beachwear in churches or town centres away from the beach
- Don't order cappuccino after 11 AM; it's considered a breakfast drink by locals
- Don't expect dinner service before 7:30-8 PM at most restaurants
- Don't add cheese to seafood pasta; this is a culinary faux pas throughout Italy
- Don't drive into ZTL (restricted traffic zones) in historic centres without authorization
- Don't behave loudly or disrespectfully at the Loreto pilgrimage sanctuary
- Don't ask for ketchup or mayonnaise on authentic Italian food
Local customs
Traditions and practices you'll encounter.
Aperitivo Hour
Pre-dinner drinks (6-9 PM) often come with generous snacks or an apericena buffet, a beloved daily social tradition across the Marche, from town piazzas to the coast
Passeggiata
The evening stroll through the town centre is a cherished daily ritual for locals of all ages; join the crowds in any piazza, especially Ascoli's Piazza del Popolo
Sunday Lunch
Long, leisurely family lunches on Sundays are sacred; restaurants fill with multi-generational families; expect 2-3 hour meals
Anisetta con la mosca
In Ascoli Piceno, the local Anisetta anise liqueur is traditionally served with a single roasted coffee bean, the mosca or fly, floating in the glass
Caffe culture
Morning espresso standing at the bar is a daily ritual; the historic Caffe Meletti in Ascoli is the region's most celebrated coffee house
Ferragosto
August 15th national holiday; many businesses close for 1-2 weeks and the Marche heads to its beaches, while Fermo holds the historic Cavalcata dell'Assunta
Etiquette by setting
How to navigate everyday situations.
- Greetings
- Handshake for formal first meetings; two cheek kisses (left first) among friends and family; 'Ciao' for informal
- Dining
- Wait for everyone to be served before eating; bread is for eating with the meal, not for dipping in oil; pasta dishes precede the main course
- Dress
- Smart casual for good restaurants; no shorts, flip-flops or sleeveless tops at upscale venues; beach attire only at the beach; modest dress at the Loreto sanctuary
- Gifts
- Local food products (Verdicchio wine, ciauscolo, olive ascolane) or flowers are appreciated gifts for hosts; avoid chrysanthemums (funeral flowers)
- Business
- Business relationships are personal in the Marche; meetings may start slightly late; exchange cards with both hands; lunches are important business events
- Tipping
- 10% at restaurants is generous; round up taxi fares; €1-2 for bar service on table; not expected at self-service or fast food
Useful phrases
A few words go a long way.
Buongiorno
Hello / Good morning
bwon-JOR-no
Buonasera
Good evening
bwona-SAY-ra
Per favore
Please
pair fa-VOH-ray
Grazie
Thank you
GRAT-see-ay
Prego
You're welcome
PRAY-go
Dov'è...?
Where is...?
do-VAY
Quanto costa?
How much?
KWAN-to KOS-ta
Il conto, per favore
The bill, please
il KON-to pair fa-VOH-ray
Molto buono
Very good / delicious
MOL-to BWOH-no
Non mangio carne
I don't eat meat
non MAN-jo KAR-nay
Un caffè, per favore
One coffee, please
un kaf-FAY pair fa-VOH-ray
Scusi / Mi dispiace
Excuse me / Sorry
SKOO-zee / mee dis-PYA-chay
Parla inglese?
Do you speak English?
PAR-la in-GLAY-zay
Religion & spirituality
Understanding faith in Marche.
Main: Roman Catholic (predominant); the Basilica of Loreto is one of Europe's foremost Marian pilgrimage shrines, drawing millions of pilgrims a year
Sites: Basilica della Santa Casa (Loreto), Basilica di San Nicola (Tolentino), Duomo and churches of Ascoli Piceno, Ancona cathedral of San Ciriaco, hundreds of parish churches
Holy Days: Easter (variable), Ferragosto and the Assumption (Aug 15), Christmas (Dec 25-26); many businesses close and churches and pilgrimage sites are especially active
Conversations: Avoid contentious political discussions; the Marche was historically part of Italy's left-leaning 'Red Belt' but elected a centre-right regional government in 2020; respect all views