Italian garden city by the sea

Century old tourist destination in Romagna brings in benefits for locals and tourists alike.

In 1907, an agreement was reached between the Municipality of Cervia and the Maffei Family from Milan who got a large piece of land north of Cervia upon which, in exchange, they had to build some villas, parks and gardens so as transform the area into a new holiday resort to be called Milano Marittima which was to border the historic old port of Cervia.

The family opened up the opportunity to a group of 10 Milanese citizens who formed a limited company in 1911 to develop the area and the man chosen to lead the development was painter Guiseppe Palanti.

Now, Mr Palanti had been very influenced by Ebenezer Howard who believed that Garden Cities were the perfect blend of city and nature. The towns would be largely independent, managed by the citizens who had an economic interest in them, and financed by ground rents. The land on which they were to be built was to be owned by a group of trustees and leased to the citizens.

Anyway Palanti went ahead with the Garden City concept – ideal for Milano Marittima with its pine forests and beaches. In1913 the Society built the first three cottages and the following year four more including Giuseppe Palanti’s villa. All these cottages were in the heart of the pinewoods and in Liberty style (Italian Art Deco). In few years Milano Marittima became a new middle-class beach resort.

Following the trend for healthy holidays in 1927 Cervia, which borders Milano Marittima became " A resort for health and tourism", villa and hotel building in between the resorts famous pines continued apace.

As Mussolini came to power mass tourism was developed and Milano Marittima, became a big time destination. Part of the mass tourism trend was Mussolini’s idea that kids should have holidays and political and physical education at the same time – so a number of dormitory holiday buildings known as Colonia were created by the regime – the biggest with places for 800 and one specifically for young girls.

The beneficial effects of Cervia’s health spa has been known for centuries and the centre has been visited by many people over the years. "Selva e mare"–‘forests and sea’ was the first theme used to publicize the spa at the start of the century and today is still considered the winning formula of the city.

And Milano Marittima has gone from strength to strength thanks to its big selling points: the environment, spa and wellness, its fascinating architecture and, of course, its tourism entrepreneurs.

It’s now a really prosperous up market resort bringing in nearly a million tourists a year – from Italy and particularly from new prosperous markets such as Russia. One of the locals who have both contributed to and shared its tourism success is Andrea Astolfi.

Born in Sant Archangelo de Romagna, Andrea is a local Romagnolo boy made tourism good. He started off working with his father in 1973 when he was 14 on their small camping site in Lido di Classe (just a few km fro Milano Marittima), At 21 he got bored with studying medicine at Bologna university and bought a small 3 star hotel in  Lido di Savio (a few less km from Milano Marittima) and ran the hotel with his girlfriend before buying the 4 star Smile Hotel, then the 3 star Carillon Hotel then the four star Metropolitan Hotel – all right slap-bang in the middle of up market Milano Marittima.

Since then he has gradually upgraded and expanded, his business Premier Hotels and Suites now includes – the five star Premier & suites, the 4 star Le Palme, and his pride and joy, a new-build hotel which houses his collection of artist, poet and film director Tonnio Guerra artworks and memorabilia – the 5 star Wardorf.

His success has enabled him to expand geographically too as last week’s re-opening of Ravenna’s oldest bar –  the Nationale Bar and Gelateria in the main square. This is his second café in Ravenna, he also owns the up market Grand Café… and a four star business hotel in Ravenna – the Cube. Currently the furthest point of his organization is the four star Alla Rocca  hotel near Bologna – but this may change Mr Astolfi would clearly like to own an hotel in a big time Italian city destination.

Obviously tourism is more difficult for entrepreneurs than it have ever been, but Milano Marittima’s success shows what opportunities can be created for professionals like Mr Astolfi if they are prepared to work at it.

Yes, it’s difficult – Italian beach destinations are only really full a couple of months of the year but conferences, incentives and imaginative marketing can make tourism pay.

Milano Marittima HERE

Premier Hotels and Suites HERE

BestofRomagna HERE

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