Tuesday, June 29, 2010

An Italian Beauty Without Foreign Suitors

June 17th, 2010

HOW is it that Lerici, an undeniably beautiful seaside town just minutes from the Cinque Terre on the Italian Riviera, has largely evaded the radar of foreign tourists?

On a recent sunny spring afternoon, Riccardo Morlini, owner of Gelateria Arcobaleno, a tiny gelato shop on Lerici’s main piazza, offered his explanation: marketing.

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