Rimini, July 18, 2026 – He invested millions to redevelop the Savoia hotel and turn it into a five-star. And he is ready to invest also on the beach. “But we hoteliers are not the enemies of the lifeguards.” This is said immediately “to avoid misunderstandings” by Orfeo Bianchi, owner of the Piazza Hotel group with which he manages the Savoia in Rimini and many other hotels throughout Italy.
According to the lifeguards, the standard tender presented by the government will favor those who own hotels and beachfront resorts, as they will have extra points in the competitions to assign the establishments.
“But everything will then depend on how the municipalities manage the competitions. If I were a lifeguard, I wouldn’t worry prematurely. There is a lot of confusion, without looking at the main issue.”
Which one?
“First of all, we need to ask what kind of beach we want for Rimini. We have many copycat bathing establishments. With few exceptions, in the last 15 years no one has really invested due to the chaos over the concession reform. The result is that our beach has remained the same. No investments have been made, there has been no real redevelopment.”
The Municipality should have the courage to provide at least 30% free beaches
Are there those who hope for a revolution on the beach, thanks to future tenders?
“I don’t think a revolution is needed, because the Rimini bathing system still works overall. But what is needed, yes, is a profound innovation. And above all, a diversification of services and proposals.”
What is missing in Rimini?
“Free beaches, first of all. The new shoreline plan foresees an increase, but it is not enough. The Municipality should have the courage to provide at least 30% free beaches.”
The lifeguards would be ready to revolt…
“If it is not understood that we must diversify, tourism will be increasingly in trouble. We need to create beaches for everyone: from those who want a luxury establishment with every comfort to those who instead seek the natural beach.”
We are still quite behind on the ‘five-star baths’.
“Exactly, there isn’t a single beach club in Rimini. But just travel the world to understand how much a high-level bathing offer with services suitable for international tourism would be needed here as well. I’m not saying every establishment must become a beach club, but Rimini cannot be without one.”
Could they come with the macro-aggregations that many lifeguards are working on?
“Merging 8 or more baths to make one single one seems like a distortion to me. Abroad many beach clubs, even famous ones, are small in size. With macro-aggregations there is a risk of distorting the Rimini beach and favoring the participation in tenders of funds and large groups.”
Which is what the lifeguards do not want.
“And they are right. Because establishments managed by large groups have higher prices and worse services. Rimini has set an example with its beach: now we must not lose the way…”
