NEITHER PROVENCE NOR CHIANTI IT'S ONLY TREBBIA SHIRE

THE "MOST BEAUTIFUL VALLEY IN THE WORLD", WHICH ENCHANTED HEMINGWAY, IS AT THE FOREFRONT OF INTERNATIONAL TOURISM THANKS TO A CONSORTIUM OF ENTREPRENEURS

The atmosphere is similar to Provence, Chianti, or Langhe. Instead, it is Val Trebbia, an hour's drive from Milan...

The "most beautiful valley in the world", which enchanted Hemingway, is at the forefront of international tourism thanks to a consortium of entrepreneurs

The atmosphere is similar to Provence, Chianti, or Langhe. Instead, it is Val Trebbia, an hour's drive from Milan, which Ernest Hemingway crossed in 1945 and called the "most beautiful valley in the world" since he was enraptured in front of the river landscape which was fading towards the horizon before reaching the sea. Yet this pleasant location is mostly unknown to many, and is mainly frequented by Milanese people and their neighbors from Piacenza. That's why Carlo Maria Masoero, president of the Croara Country Club, the main golf club in the area, is engaged more than ever in the promotion of "The Trebbia Shire" ( www.thetrebbiashire.com/), a new brand to promote a real and distinctive tourist district. A territorial marketing operation aimed at enhancing the value of this Piacenza valley (and the neighboring ones) to promote it to the English (hence the term "shire") and Northern European tourists, in an attempt to go beyond the confines of a local-national tourist market. About twenty members believe in this "dream", including our operators, restaurants, wine producers, sports centers, B&B, boutique hotels, producers of cured meats and sophisticated food and wines, but also theatres, and other tourism sectors. The Trebbia Shire starts from an idea of development, "but - Masoero immediately specifies - aims to be a crucible of experiences, extending its reach to the other valleys as well, up to Portofino, in Liguria, even if Val Trebbia will remain the centre of this future consortium or association".