In the last 15 years, the Marche Region has implemented tourism policies aimed at enhancing - nationally and internationally - the image and competitiveness of the territory by adopting and improving a specific model of governance. Over the years, the development of regional marketing has bolstered this governance mode through the "Destinazione Marche" brand, on which the tourist supply is structured. This brand consists of six clusters, which identify different tourist products. Among these, the cluster "Mare. Le Marche in blu" is addressed to family holidays. In the first part, this paper addresses the topic of tourism consumptions with a special emphasis on family holidays. The second part is aimed at framing the regional tourist supply of the Marche Region within the broader milieu of Italian tourism policies. Among the outcomes, the region has been chosen by the Lonely Planet as the second best destination to be visited in 2020. Nevertheless, the ongoing COVID-19 pandemic threatens to undermine these efforts. This situation further emphasizes the importance of well-targeted tourism policies and the need for reframing and adjusting the tools so far adopted.
Keywords: tourism policies, tourism products, family holidays, Marche Region, Covid-19 pandemic.