Magic of Italy co-founder Phil Sheridan has died

Industry figures have today been paying tribute to Phil Sheridan, co-founder of Magic of Italy and Magic of Sardinia, who has been described with his wife Kathleen as ‘the Lennon and McCartney of the travel industry’.

Born in London’s East End, Phil initially worked as a journalist, first on trade journals and then as a sports reporter for the Daily Worker. He started his career in travel after setting off with Kathleen on what was supposed to be a world tour in an old Dormobile in 1963 and getting stuck on the Italian Riviera, where he joined Riviera Holiday as a rep.

When the company was acquired by Thomson he moved into hotel contracting in Italy. Moving back to London in 1970, he led a team responsible for inspecting and improving facilities in Thomson hotels and was also involved in their hotel building programme, particularly, the Saracen Sands hotel in Sicily which he contracted and was a new destination for them. Contracting large allocations in huge hotels, he became aware that there was a growing demand for smaller, more individual properties in less well- known locations.

He left Thomson in 1973, and in 1974, the first Magic of Sardinia brochure appeared.

In 1981, following a merger with Small World, the programme expanded into the Magic of Italy, with Phil designing the programme, Antonio Alviani handling Italian contracting and Kath producing the brochure.

Following some health problems, Phil retired from Magic in 1992 but retirement didn’t suit him and Peter Dyer, founder of Crystal Holidays and now owner of Ski Famille, persuaded him to produce a Premier Italian program for Crystal. This new venture once again reunited the Sheridan’s with Alviani. It was Dyer who said he remembers Kath and Phil Sheridan as the ‘Lennon and McCartney of the travel industry’.

Alviani added: "Learning from Phil and Kath was not easy at the beginning but after passing the grade, I have been together with them throughout our careers enjoying unlimited successes. Phil’s help and guidance are still part of my daily working life."

Noel Josephides ABTA and Sunvil chairman and director of AITO (left) said "I think I’ll remember Phil as a solid businessman who created a brand which really changed the popular conception of Italy and revolutionised the way the country was sold. The Magic brochures were bold, colourful and effective."

The Sheridans finally retired in 1998 and spent many happy years together, tending their garden near Richmond, London, keeping up with their Italian classes and travelling, always maintaining contact with their old Italian friends.

Phil is survived by his wife Kathleen.

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