Tuscany, Hotel for sale and tourist development in Versilia
The evolution of tourism in Versilia and new investment opportunities
Versilia, a tourist region located in Tuscany in the province of Lucca, represents one of the best known and most renowned destinations at an international level, in this magnificent area, Broker Commerciale Exclusive Real Estate deals with the sale of hotels, B&Bs, hotels, bathing establishments, land and commercial real estate.
Historically, the evolution of tourism in Versilia was born following the development process of the travel industry that began in the first half of the 19th century, first with the implementation of structures and services for summer and winter vacationers, and then in the second Novecento, by adapting its offer to the new trends imposed by mass tourism, manages to synchronize and compete with many of the Italian and European seaside resorts.
On the eve of the Second World War, the Versilia area had already reached an advanced level of tourist development, becoming one of the most successful European seaside destinations in the panorama of international tourism, practiced mainly by members of the more affluent classes, without underestimating forms of tourism social such as the after-work period or such as the stay for the purpose of treatment and regeneration in sanatoriums and summer camps.
In the 1950s, alongside the persistence of elements of continuity with the past, the tourism system of Versilia was besieged by the diffusion of modern mass tourism, modifying its range of services and the contents of its brand in order to adapt to the needs of a user extended to the families of the middle classes.
In the years of the economic boom, the Versilia Riviera firmly occupied a prominent place among the most sought-after seaside destinations, it was therefore the period in which the myth of seaside Versilia was consolidated, immortalized in books, films, newspapers, animated by the presence of members of the jet - international set, of artists gathered in meeting places with a long tradition or in new venues on the rise, such as the Capannina of Forte dei Marmi or the Bussola in Pietrasanta, on the stage of which the best known artists of the Italian music scene performed.
The traditional image of Versilia as a holiday destination for the "beautiful world" consolidated, modernizing itself in harmony with the new social and consumption models spread by cinema and television: it was a universe that was apparently brilliant and unattainable, but which could be easily approached thanks to the proliferation of a medium-low level accommodation offer which diversified the characteristics of the reception system.
At the dawn of the 1960s it might have been difficult to predict subsequent developments: they were the years in which Versilia seemed to experience infinite youth, the years of dreamed tourism, but which at the same time was beginning to become accessible, the years in which holiday gave the feeling, or perhaps the illusion, of being an integral part of the economic miracle and the rebirth of Italy.
In the 1970s the summer holiday phenomenon, as it had established itself in Italy during the boom, was definitively declining also in the Versilia area, due to the lack of the profound and necessary reconversion interventions of the structures and services that would have made it competitive with respect to new market trends. It was therefore necessary to rethink the offer in order to guarantee a quality-price ratio that would allow it to win the competition.
During the 1980s, following the worsening of negative signals in tourist trends (decrease in attendance, increase in prices, deterioration in quality of the offer, especially hotels), interest in the concept of integrated offer spread among the Versilia stakeholders , which referred first of all to the possible benefits deriving from the connection between the seaside resorts and the destinations located in the hinterland, identifiable mainly in the seasonal adjustment of the flows.
Since the beginning of the 2000s, due to the need to restart the Versilia tourism development cycle, the 'Versilia' destination brand has been renewed, enriching its traditional seaside vocation with various other holiday themes which, in turn, refer to the various facets of Versilia identity.
Therefore, the aspect of the cultural stay has strongly imposed itself, whose poles of attraction are mainly located in Pietrasanta, an international reference center for sculpture and marble craftsmanship, in Torre del Lago, home of the composer Giacomo Puccini (1858 -1924), and in Viareggio, which periodically hosts exhibitions and cultural events often dedicated to the intellectuals who stayed here and where a large part of the architectural heritage dating back to the belle époque is preserved, without neglecting the importance of museum containers and artistic monuments scattered in the municipalities of the area.
The proximity of Versilia to the art cities of Lucca, Pisa, Florence, Volterra, the Ligurian area of the Cinque Terre, as well as the international airport of Pisa, in addition to the excellent location in terms of motorway and railway connections, have made it in the last twenty years, a pole of notable attraction for tourists, both Italian and above all international.
There is also the enhancement of the folk heritage, through support for events such as the Carnival of Viareggio, also through the search for new public-private partnerships, and food and wine, thanks to the establishment of the Wine and Oil Road of Lucca, Montecarlo and Versilia, recovering traditional events, the Lucca Comics & Games review in Lucca, an international fair dedicated to comics, animation, games, video games and fantasy and science fiction imagery, which takes place between the end of October and the beginning of November .
Among the other recently developed strands of the offer, we can mention green tourism, which benefits from the conservation of large stretches of the original coastal pine forests, the creation of cycle paths, wide hilly paths linked to trekking with the relative complementary equipment such as stables , parks and specialized accommodation facilities.
In the last two years 2021 and 2022, tourism in Tuscany and specifically in Versilia has approached pre-pandemic levels with estimates much higher than the forecasts at the beginning of the season. The growth of Italian demand is consolidated, with an important recovery of foreign demand.
The origins from abroad were mainly European (the positive figure regards above all Germany, the Netherlands, France, Belgium, Switzerland, Poland and Spain), but positive signals also come from the non-European markets (in particular for the United States and the United Kingdom, but also for Australia, Canada, Israel and Brazil).
Versilia continues to maintain its strong tourist attraction, becoming more and more competitive and sustainable, a territory in which to implement investments and resources commercially linked to tourism.
If you are entrepreneurs who intend to sell or buy a commercial property in the best areas of this extraordinary territory. Broker Commerciale Exclusive Real Estate, deals with the sale of hotels, B&Bs, hotels, bathing establishments, estates and commercial properties, in the prestigious locations of Versilia, from Forte dei Marmi to Viareggio, passing through Pietrasanta with its Marina and Camaiore with its Lido .
Broker Commerciale Exclusive Real Estate is a dynamic organization of highly qualified professionals, with specific skills and advanced research methods, aimed at offering a high-level brokerage service.