The “Club del Sole” Group, a leading operator of holiday resorts and campsites in Italy, has once again significantly expanded its capacity with the recent acquisition of the “Tenuta Primero” resort in Grado.
This acquisition not only complements the group's already extensive portfolio, which now includes 27 properties in Italy's most attractive regions, but also represents a strategic focus on the Austrian holiday market. Due to its close proximity to Austria and the well-known preference of Austrian travelers for Italy as a holiday destination, "Tenuta Primero" is positioning itself, following extensive renovations and the implementation of the "Club del Sole" quality standards, as an easily accessible destination offering a luxurious form of camping, known as glamping, on the northern Italian Adriatic coast.
Club del Sole: An expanding player in Italian holiday tourism
In recent years, the Club del Sole Group has grown into one of the largest and most influential companies in the Italian holiday and camping sector. Founded with the vision of offering high-quality holiday experiences, the group has established a model that combines traditional camping culture with modern comforts. The portfolio ranges from classic campsites to luxury glamping resorts and holiday villages, appealing to a broad spectrum of travelers. The strategic acquisition and integration of existing properties is a core component of Club del Sole's growth strategy. This approach enables the group to quickly gain market share and diversify its offerings to meet the diverse needs of vacationers. The now 27 properties are spread across some of Italy's most beautiful and touristically attractive regions, including the Adriatic coast, Tuscany, Lake Garda, and other coastal areas known for their beaches, culture, and gastronomy. The expansion of Club del Sole also reflects a general trend in the European leisure industry, with the sector becoming increasingly consolidated and larger operators strengthening their market position through acquisitions.
The strategic acquisition: Tenuta Primero in Grado and its significance
The acquisition of Tenuta Primero represents a significant strategic expansion for Club del Sole. The resort is located in Grado, a historic coastal town in the Friuli-Venezia Giulia region, which is not only significant for its natural beauty but also for its geographical location. Grado, often referred to as the "Island of the Sun" or "Island of Gold," is located in close proximity to the Austrian border. This proximity makes it an ideal and easily accessible destination for Austrian vacationers, who traditionally have a strong affinity for Italy as a holiday destination.
Before its acquisition by Club del Sole, Tenuta Primero was already an established resort, but its integration into the Club del Sole network has seen a comprehensive transformation. Following the acquisition, extensive renovations were carried out and all Club del Sole quality standards were implemented. This typically includes modernizing the accommodations, improving infrastructure such as roads and utilities, upgrading leisure facilities, and standardizing service processes. The goal of these measures is to ensure a consistent, high-quality holiday experience at all Club del Sole resorts and to position Tenuta Primero as the leading glamping destination on the upper Adriatic. These quality standards often also include improved dining options, expanded entertainment programs, and a consistently high level of service that meets the expectations of discerning guests.
Glamping on the Adriatic coast: A new form of luxury travel
The concept of "glamping," a portmanteau of "glamorous camping," is enjoying growing popularity worldwide and represents a modern evolution of the traditional camping holiday. It is aimed at travelers who appreciate the proximity to nature and the freedom of camping, but don't want to forgo the comforts and amenities of a hotel stay. At "Tenuta Primero," this concept manifests itself in the form of comfortable bungalows, stylish lodges, and spacious suites that offer an upscale living experience surrounded by nature instead of simple tents. These accommodations are often equipped with private bathrooms, fully equipped kitchens, air conditioning, and comfortable beds, making them a distinct departure from conventional camping accommodations.
The appeal of glamping lies in the combination of an authentic nature experience and luxurious living comfort. It allows guests to directly experience the beauty of the northern Italian Adriatic coast and the protected natural surroundings without having to forgo amenities such as a private retreat, modern bathrooms, or high-quality interior design. This particularly appeals to families seeking a comfortable yet nature-oriented vacation experience, as well as couples who prefer romance and tranquility in an upscale setting. "Tenuta Primero" thus positions itself as an ideal destination for those seeking the best of both worlds – closeness to nature and luxury.
Grado as a destination: The “Golden Island” in focus
Grado, often referred to as the "Golden Island," is a charming coastal town in Friuli-Venezia Giulia steeped in history. Once a fishing village, Grado developed into a popular spa resort in the 19th century, particularly during the Austro-Hungarian Empire. Its location on a peninsula, surrounded by a vast lagoon landscape and the Adriatic Sea, gives it a unique character. The town is known for its fine sandy beaches and shallow, safe waters, making it an ideal destination for families, as well as for its historic thermal baths, which rely on the healing properties of their seawater and mud.
The island's immediate proximity to a protected nature reserve underscores its value as a refuge for flora and fauna. The Grado Lagoon is a unique ecosystem with a diverse birdlife and is a paradise for nature lovers and water sports enthusiasts. Grado's historic old town, with its narrow streets, Venetian-style squares, and the imposing Basilica of Sant'Eufemia, testifies to the city's rich past and invites you to stroll and linger. The combination of unspoiled landscape, historical heritage, and modern tourist infrastructure makes Grado a versatile holiday destination that has attracted Austrian and German visitors for generations. Its easy accessibility via well-maintained roads and the short travel time from the southern regions of Austria are additional factors that underscore its attractiveness as a holiday destination.
Leisure activities at Tenuta Primero: variety for every taste
The "Tenuta Primero" resort is not only characterized by its comfortable accommodations, but also by a wide range of leisure activities that go far beyond the classic beach holiday and cater to the diverse interests of its guests.
A highlight of the resort is undoubtedly the Private beach with kite barThis stretch of beach offers not only exclusive areas for sunbathing and relaxation, but also ideal conditions for water sports such as kitesurfing. The combination of a private setting and specialized facilities for water sports enthusiasts makes it a popular destination for active vacationers. The Kite Bar provides essential refreshments and a relaxed atmosphere right by the sea.
For golfers, “Tenuta Primero” offers its own challenging 18-hole golf courseThis course is integrated into the natural landscape and offers challenges and enjoyment for both experienced golfers and beginners. A golf course of this size and quality is a unique feature for a resort and attracts a specific clientele who seek an active vacation. The golf course contributes significantly to the resort's exclusive positioning.
The Marina with boat rental offers additional maritime leisure opportunities. Guests can rent moorings for their own boats or hire boats to explore Grado's picturesque lagoon, go fishing, or take excursions to the nearby islands and coastal towns. The marina offers comprehensive services for boaters and underscores the resort's connection to the sea and its aquatic landscape.
In addition, a resort of this category typically offers extensive leisure facilities that round out the offerings. These often include spacious pool complexes with separate children's areas, a variety of restaurants and bars serving regional and international cuisine, tennis courts, beach volleyball, or soccer, and an entertainment program for children and adults. The integration of these diverse offerings at "Tenuta Primero" aims to provide a holistic vacation where every guest can find their favorite activities.
The Austrian market as a target group: Geographical proximity and holiday preferences
Tenuta Primero's special focus on Austrian guests is a strategic decision based on in-depth market knowledge. Italy has been the undisputed favorite holiday destination for Austrians for decades. This preference is fueled by a variety of factors: its cultural and culinary proximity, the pleasant Mediterranean climate, the diverse landscapes from the Alps to the sea, and the traditionally warm hospitality.
The immediate proximity to Austria and the associated easy accessibility play a decisive role in this popularity. Many Austrian vacationers prefer to travel by car, and Grado is easily accessible in just a few hours from major Austrian cities such as Vienna, Graz, or Klagenfurt. This short travel time minimizes travel effort and maximizes effective vacation time.
To further increase its appeal to this specific target group, Club del Sole offers a targeted discount for bookings at Tenuta Primero. Using the discount code "CDSAUSTRIA," Austrian guests can receive a 5% discount on holiday home bookings. This targeted marketing campaign underscores the appreciation for the Austrian clientele and is intended to further facilitate the decision to book a holiday at Tenuta Primero.
Outlook and conclusion
With the acquisition and strategic reorientation of "Tenuta Primero," "Club del Sole" not only strengthens its position as the market leader in the Italian holiday and camping sector, but also consolidates its presence in the important German-speaking market. The resort in Grado, with its combination of luxurious glamping, diverse leisure activities, and its privileged location on the Adriatic coast, represents a modern response to the growing demands of holidaymakers. The investments in quality and service are intended to ensure that "Tenuta Primero" becomes a preferred destination for relaxation seekers who want to combine comfort with closeness to nature. The development of "Club del Sole" and the success of concepts like glamping demonstrate that European holiday tourism is constantly evolving to meet the needs of a demanding and changing travel world.
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