It 's really not much that I write something on this blog and a little' I'm sorry, but a few days ago a tissue ANSA
that has made me think. Skinny (
and not really understandable at a glance ... ) says: (ANSA) - Castiglioncello (Livorno), 31 LUG - has' woken up with a shot to the heart of Castiglioncello, the 'second home' Suso Cecchi D'Amico. The Roman writer, who died at the age 'of 96 years, has spent most of his summers on the streets and the waterfront of the so-called' Pearl of the Tyrrhenian Sea '. Here were born many of the films that have marked the history of cinema and I spent many of his summers. (ANSA).
Anyone Suso Cecchi D'Amico, to date ignore him and those like me to have this gap, the inevitable invitation to read Wikipedia
which devotes a page and which also explains the hidden message of the tissue agency: yesterday passed away one of the most important figures of Italian cinema has given us such masterpieces as The Bicycle Thief 
, Unknown thieves , but also subjects such as Rocco and His Brothers or the arrangement of Il Gattopardo . This artist was part of that part of the Seventh Art that generally ignores the public and getting more than one line in the credits, but that, in fact, contribute more than others and how to make a movie or a masterpiece a colossal fiasco.
But my post is not about movies, but tourism. Suso Cecchi D'Amico lived in Castiglioncello, Livorno and, ANSA, Vevey is best known as the "Pearl of the Tyrrhenian Sea" . And here I remain perplexed rather than not. Reason for my concern is that I live in Santa Marinella, province of Rome, better known as the "Pearl of the Tyrrhenian Sea" and that an acquaintance of mine recently was to bathe in Talamone , village of Orbetello in the province of Grosseto, better known as the "Pearl of the Tyrrhenian Sea" and I know a guy who told me about Genoa can not remember which town in his province is called the "Pearl of the Tyrrhenian Sea." Only in Lazio boast of the name Sabaudia and Sperlonga
and Tuscany also boasts the
Viareggio. I've heard used for
Montalto di Castro, in Viterbo province ...
The point is that the title of "Pearl of the Tyrrhenian Sea" has been vacant since the '50s and that it was to leave my small town: in those years and in Santa Marinella following decade became the meeting point of the summer jet set era, bringing together senior public managers, directors, celebrities, movie stars, politicians until you get to foreign sovereigns in exile ( King Faruq of Egypt and family). Bar Toto was the center of a world, that of Dolce Vita Roman, between June and September, moved a few miles north of the capital or a few miles further south, including the legendary dunes of Sabaudia ( now practically disappeared). It 's true that the city is favored at the turn of the decade of the '70s and '80s, but honestly I never understood why, as important characters in those years there were none and the maximum you could meet people that made history in Italy, but for less noble reasons ... Be
as is, except for short
exploits of girls is not the Rai during the intermission of the program, Santa Marinella not the goal became more of VIP and passed slowly from a nearby family resort for out-door summer Sunday. Now the point is that the frieze of the title does not bring anything if you do a search on Google still found on top of the SERP my city, but the reason is found in the ability of site owners to Santa Marinella that make maximum use of this title given at a time when half of them had just been born and the other half was only in the dreams of mothers and fathers. The point is that as a flower does not make a summer, a title does not tourism: to get droves of people decide to spend the savings for one year ( now those few who still it can, to save ... ) in your city, you need during the off-season will give all citizens to do everything you need to prepare to welcome tourists in question.
Unfortunately, making a tour of the coast of Lazio, I realized that last winter to this problem has no common place warning: not to denigrate, but from Montalto di Castro to go down there to wonder why anyone should go to spend the summer. No events, no shows, no concerts, no theater, just open air. chatting at the bar I was told that they are quiet places for the elderly and families, and indeed some mother believes that is ideal for a quiet place to spend the summer with a baby in the stroller, but those with teenage children will peck the insults of the children in the public square for being brought to pass the long-awaited vacation in a place where you can not pick up any that is under forty. As for the elderly, talking with one of them in the fateful bar I found only regret being come to a place with too many old and even a dance hall for the smooth so loved. Yes, because one thing is peace, it is one thing a hospital open
: let's face it, at seventy to stay all day and all night surrounded by decrepit old with nothing more than you dumb ( and no ) nice to see, the only thing you can meditate is suicide ...
the preparatory work is added to the promotion of tourism:
if you want someone to know that you're selling a product, it would be MUST advertise. And instead, the city does not do more advertising. Go along with what I saw on my only vacation in Sardinia a few years ago when the region was President Soru (
Mr. Tiscali
): The TV spot was blocked by the beauty of the island, about what to go and what they were chicks sardines
(silent about what they were angry fathers, brothers and boyfriends
...). Too bad that these beautiful movies were shown only in local stations in Sardinia, while in Santa Marinella, in TV spots for passing Spain
of and Monte Carlo 's
Egypt.
Here is emblematic in this example it is clear that where the winner in the market of tourism: not enough to have the sea, you need to know who you want to advertise that you come to bathe. It would be ridiculous that the Egyptian government to advertise Sharm-el-sheik in Arabic at home: that the care to move them to the citizens of Cairo on the Red Sea, the care to move the dollars to bring European citizens in Sharm which then bought the car and the truck to transport to Cairo Summer tourists, from the residence to the fake camp camel in the desert. We instead do the opposite raggionamento: do you spend your money out? You can spot in the house so you really do see them and realized that you have not only pocketed the funds, the tourists then there are the same, not have to tell him that there Stintino in Sardinia. What a waste of time handing out leaflets the "Pearl of the Tyrrhenian Sea" in Rome in the tourist information points, as if the Romans want to swim where you want to go? In fact go to Ostia and Fregene which have completely monopolized tourism is on the coast north of the south of the capital: close to be achieved, the parking lot, a sea is not very different from that of other areas of Lazio, discos, dance halls, nightclubs and piano bars will satisfy young and old. Much work, much and caused a lot of money, even with rents due to the fact that the houses on the sea are few, but in return the buildings to apartments are cheaper and far from the noise, but close enough to day to go at sea on foot. And so, while in other places you affigono posters of the few events scheduled close of the event, to avoid ... gatherings ... (
do not laugh! E 'was this a friend of mine was told by an employee City ...
) in tourist will spend plenty of money for posters, brochures, public relations, web marketing and SEO to attract more people, you also build infrastructure, sewers, parking lots, wider roads, build hotels and so on useful at the reception, maybe low-cost , boys, families, people of a certain age. Someone tool for young people, some for older people, but to succeed all give themselves to what is used to obtain the full consent of the chosen target:
just the satisfaction of the target audience will give the best measure of the locality, the that in the three summer months enables greater of his fellow citizens quadagni enough to live a whole year and maybe will have satisfied its tourists to convince them to buy a house or even renting an apartment for the weekend or mid-season to come a couple of times but in winter to enjoy the countryside or even in rough seas.
So the "Pearl of the Tyrrhenian Sea", will ultimately be the place that most tourists will have made her happy and
not necessarily be in Liguria, Tuscany and Lazio could be in Emilia, Campania and Calabria, could one day Ostia and Fregene or be minuscona Marina di San Nicola. Whoever made his disgruntled tourists can claim the title they like, but next year will pay only the price of failure.
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