In the collective imagination, the Riviera Romagnola is synonymous with holidays, warm hospitality, and vibrant nightlife. A place where leisure reigns supreme and tourism has shaped every corner of the landscape. Yet, this well-defined identity is the result of a relatively recent evolution. You don't have to go far back in time to discover a Riviera profoundly different from the one we know today.
Indeed, the beaches along the Emilia-Romagna coast were once wild and sparsely populated. Until the early 19th century, bathing had a purely therapeutic value and, for this reason, took place exclusively at spas. It was only in the 1930s that these practices moved to the seaside, taking on a recreational function only when seaside holidays began to attract the wealthier classes. Rimini was the first city to embrace this transformation, thanks in part to its strategic location along the Bologna–Ancona railway line.
The first bathing establishment was "Lo Stabilimento dei Bagni Marittimi," built in the 1840s by the Baldini counts, but it wasn't until 1873, with the construction of the Kursaal , that Rimini began to shape its future tourism. The project called for the construction of a sumptuous entertainment complex with ballrooms, a casino, and a restaurant, a bathing establishment, and a hospice for sick children—a perfect blend of therapeutic treatments and leisure, which paved the way for a new concept of seaside vacations, focused on pure entertainment and the pleasures of seaside life.
With the arrival of the twentieth century, seaside holidays became a social phenomenon. Upper-middle-class families began to frequent coastal resorts, and the idea of vacationing soon spread to the less wealthy as well. Places like Cesenatico, Cattolica, Cervia, and Riccione followed Rimini's example, while Milano Marittima was born in those years from a large-scale development that transformed a swathe of pine trees into an exclusive destination.
The real boom came after World War II, when mass tourism took hold with the massive hotel construction. In the 1960s, the Riviera became a major leisure destination for celebrities and entertainment personalities, whose visits contributed to its fame—a reputation that has continued to grow ever since.
The Romagna aperitif: a daily ritual
In this context of tourism and social evolution, the aperitivo has become a symbolic moment of the day on the Riviera. Whether it's gourmet piadina, marinated blue fish, fried seafood, or platters of local cured meats and cheeses, the aperitivo in Romagna is much more than just a drink: it's an opportunity to socialize, enjoy the sunset, and prepare for the evening.
In recent years, the offering has further refined: signature cocktails, natural wines, revisited spritzes, and drinks made with local products have become prominent features. Today's customers seek authentic experiences that speak to the region and its identity.
Tips for Riviera bartenders
The Riviera Romagnola has reinvented itself many times, from a wild land to a seaside resort, from elite resorts to mass tourism, and finally to a vibrant contemporary nightlife. Today, between tradition and innovation, those working in hospitality have the opportunity to help write the next chapter of this extraordinary story, also—and above all—starting with a good aperitivo. If you run a bar on the Riviera Romagnola, here are some tips to help you stand out from the competition:
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Highlight local products : use local ingredients for your cocktails, such as inland berries, Romagna aromatic herbs, or artisanal liqueurs.
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Create an experiential aperitif : offer mini-tastings of typical finger food dishes and share their origins. The story is part of the experience.
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Pay attention to seasonality : change the cocktail menu according to the seasons to keep the customer's tastes fresh and curious.
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Create the atmosphere : consider music, furnishings, and lighting that evoke the Riviera's “dolce vita,” with a contemporary twist.
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Invest in staff training : bartenders and waiters must be well-versed in the history of the establishment, the products offered, and be fluent in at least one foreign language.