Blog

An old black-and-white postcard from the early 20th century simply reads “Cattolica–Beach” in the bottom right corner. I hold it in my hands and take a closer look. At first glance, it seems as though nothing has changed: the beach is full of life, there’s a row of small wooden cabins, and in the background, the unmistakable landscape of Gabicce Monte.

Yet, looking closer, everything appears different, a fleeting summer moment captured in a photo, representing the essence of an era now long gone. There are the tende, pieces of fabric attached to rudimentary frames to create shade, before today’s large parasols. And aren’t the rocks in the sea missing? Look closely at the beach cabins: no large pools, no playgrounds, no wellness centers with jacuzzis…

“Life at the beach back then was much simpler: sand, sea, and lots of sunshine. The beach attendants lived at the sea, in their cabins with a desk, kitchen, and bedroom,” explains Mirella, a partner at the Altamarea business, who has spent her whole life on the beach with her parents since childhood. “My most precious memory is watching the sunset with my family, all of us seated at the table on the beach, and my father grilling fish over an open fire. Vacationers would come closer, curious and drawn in by the mouthwatering smell of the fish… I was the happiest because I felt lucky to be at the beach all the time. In the morning, I’d wake up already ready to play with the children of regulars who came back to Cattolica year after year,” says Mirella, for whom Altamarea is “now a part of me.”

Of course, it’s a time I never knew, I’m not even 25 yet, born and raised in the North of France. But when my feet touch the sand of Altamarea, I can’t help but think of all those who laughed here before me, who sunbathed, relaxed, and lived out the most beautiful summers of their lives. I feel deeply moved knowing that this place still holds traces of the happiness of those who passed through.

Today, the beach has changed, but its heart still beats. The colors are brighter, the structures are more modern, and the services have multiplied. Altamarea has managed to preserve this dual soul. On one hand, there’s respect for tradition: the welcoming atmosphere, “kindness and familiarity: never forget our roots and the uniqueness of the Romagna beach system,” Mirella reminds us, the attentive service, the well-maintained beach. On the other hand, there’s a forward-looking spirit, with modern services and activities for every taste. “Life at the beach today is still wonderful, but clients are more demanding: the sun and sea alone are no longer enough, especially for younger people,” Mirella adds.

Now more than ever, Altamarea represents that special place where memory and present intertwine, where every summer is a refuge of lightness and every sunset suspends time. And one certainly doesn’t need to have lived in the past to perceive its beauty.