Because, if Cortina created its myth by inventing mountain tourism, today it is rethinking it to found new alpine luxury. Along Corso Italia there are shops for shopping and bars for an aperitif, but next to Chiara Ferragni’s boutique, many would definitely need an extreme makeover.įur-clad ladies go shopping alongside families in trekking outfits and trendy Koreans, Russians pop champagne and Venetians drink spritz, while influencers take selfies in front of a faded hotel advertisement billboard – I think it dates back to the eighties, it even features a phone handset.Ĭortina is changing its skin, the administration and a group of enlightened entrepreneurs are pulling the ropes of renewal because they know that adequate facilities are needed at the level of guests they want to attract services for a new generation of customers, younger and more used to travel activities to adjust the proposal seasonally clubs, restaurants and entertainment a little more in step with the times.
“The Cooperative is an old lady who needs a makeover” said the director of the most famous shopping center in the city, right in the center and where city life is concentrated. The Cortina brand and the views are not everything, the tourist flows are the result of long-term strategies and continuous investments because fashions change and one cannot hope that the cows will be fat forever.
Tourism in Cortina seemed to have never known a crisis, but in the last twenty years the statistics spoke of the presence of more and more hit and run Italians, concentrated only in August and December, offset by the constant increase in foreign, European and American guests. The “queen of the Dolomites” wants to be crowned again. Meanwhile, the 2021 World Ski Championships led to its return in the headlines: the city has decided not to be caught unprepared and the shock of 2020 could prove to be providential. But the golden years have passed and its history was in danger of ending up like that of many other postcard locations destroyed by mass tourism and exploited for the use and consumption of vacationers – without a happy ending.Īfter becoming famous to the general public in 1956 thanks to the Winter Olympics, it is now preparing to host the next games in 2026.
Cortina has exuded luxury and worldliness for more than a century. The landscape is truly breathtaking, the ski version of dolce vita was invented here. Today at first glance it would be defined as a little faded, overdone.Įveryone has passed by Cortina, actors and rulers, footballers and showgirls, explorers and sportsmen, and everyone has seen something different. For the poet Giosuè Carducci Cortina it was “beautiful”, for Ernest Hemingway it was “sweet”, for Ruyard Kipling it was “kitsch”.
0 kommentar(er)
