Real tourism in Romagna

Luxury at Casa Masoli

When Oride was in Paris, Giosué drove around Romagna thinking how beautiful it was.

While Romagnola girl Oride was away from Ravenna, living and  working in the Paris fashion industry in the 1960’s  (see The heart of the great Romagna tourism tradition: ), Giosué Celli, from a local fishing family, was driving his truck around the beautiful Sant’arcangelo di Romagna.

As he drove around lovely, fertile Romagna, he must have thought "How lucky I am to live in such a beautiful area". And it wouldn’t have gone un-noticed to him that the massive new-wave resort of Rimini was springing up around the historical city.

Partly due to another Romagna boy – film director Frederico Fellinii Rimini was achieving global fame as a part of the Dolce Vita lifestyle.

An early excursion on a Giunchi fishing boat in the 1950’s

The whole of the beautiful Adriatic coast was becoming alive with visitors in the summertime who relished the potent combination of history, warmth, good food and beaches – plus, of course a little Italian romance and the chance to see an Italian film star like Sophia Loren or Marcello Mastroianni!

Anyway Giosué chose the pretty and historical Adriatic resort of Cervia  to open his first hotel in 1965. His family’s guests could stroll around the lovely city squares, enjoy the city markets and nightlife and spend relaxing days on the beach. Business was booming – in these golden years of Adriatic tourism it was all a great success and, indeed, great fun.

Another generation of Giunchis soon to have an hotel apiece

Of course, success breeds success and Giosué’s daughter Giancarla joined him in the business. A few short years later she married local carpenter’s son Antonio Giunchi – and, of course, they rented a little hotel together – just down the coast – at Milano Marittima – a big thriving resort. Two more hotels followed in the same resort and finally the couple were able to buy their own hotel by the sea. In 1994 they bought the Hotel Kiss in Cervia  which they still run today along the fundamental hospitality principles – good local food, good service, gracious kindness, reasonable prices.

Celebrating 30 years of hotel success at the Kiss Hotel

But the season on the Adriatic coast is short. Although bigger destinations get winter conferences and festivals, along the coast room occupancy rates drop like a stone.

Up until the 90’s it wasn’t a problem. Tourism can be a very seasonal business and the off-season was used as a time for recreation and up-grading for the hotels and relaxation and recuperation for the people after a hard season’s work.

Now, of course, it’s different – hotels need to have longer seasons to keep prices down – and there is not so much work in the winter as there used to be.

So the next generation of the hospitable Giunchi family – Francesca, after finishing her archeology degree – chose a different route. She rented the Casa Masoli  in the glorious, deeply historic city of Ravenna.

Francesca – out of archaeology into hotels

Here, she knows that there is a less seasonal and  more sustainable form of tourism – great architecture, lots of delightful B&Bs, posh restaurants, music festivals and lots of interesting, inquisitive tourists curious to discover Ravenna’s amazing past, chill out in ancient luxury and eat good food – all year round!

If her guests want to visit the beach too, there are a number of options – including the Lido di Ravenna and, of course the lovely old resort of Cervia where Francesca’s dad will love to welcome them at their Kiss Hotel in Cervia or her mum at their other hotel – the Bruna at Milano Marittima

And what happened to Oride Masoli? She’s still living in the part of the Masoli mansion that is not let out, still making wonderful Romagnola specialities like jams, stunning sweet ravioli, superb applecake and apple strudel, tiny pastries and other delicacies. for guests’ breakfasts and still making sure that her daughter’s local fashion business  Podere Pilicca is still on track!

That’s real tourism – local people offering the best of local hospitality, local food and wine to visitors and supporting local business too. To get more information on Romagna (Ravenna, Cervia, Rimini and the other destinations) email [email protected]

Valere Tjolle

See amazing new 2012 sustainable tourism report offer HERE