Where exactly did tourism in Italy find its first home? Here, at Palazzo Bertarelli. This historic building stands before us. It is more than just a beautiful facade. It marks where the concept of Italian tourism truly began.
Palazzo Bertarelli is also known as Palazzo del Touring Club Italiano. It is a Milanese landmark with a rich history. Achille Binda designed it. Its construction took place between 1914 and 1915. The building became the headquarters for the Touring Club Italiano.
The Touring Club Italiano’s story began in 1894. A group of cycling enthusiasts founded it. Among them were Luigi Vittorio Bertarelli and Federico Johnson. Bertarelli was a cyclist and traveler. Johnson was an industrialist. Together, they wanted to promote Italy to help people discover it. Initially, it was called the Touring Club Ciclistico Italiano. Later, the name was simplified to Touring Club Italiano.
The Touring Club Italiano moved here in 1914. The construction was funded by its members. Over 4,600 people donated to the project.
Palazzo Bertarelli boasts an eclectic architectural style. Its triangular shape stands out. The facades feature elaborate ornamentation. Ionic columns frame the entrance. Sculptures of acanthus flowers adorn the building. Inside, the hall features mosaic floors. Statues of Touring Club presidents line the space. An Art Nouveau wrought iron staircase adds flair.
The Touring Club Italiano played a crucial role. It helped shape Italy’s national identity. It spread awareness of the country’s natural and artistic beauty. The club’s publications were essential to promoting tourism. The Guida Rossa was one of the first comprehensive guides. It offered detailed information about various regions. Luigi Vittorio Bertarelli coordinated it. The first volume covered Piedmont, Lombardy, and Canton Ticino. Information came directly from members living in different areas.
The Touring Club Italiano also contributed to road signage. They installed signs to aid cyclists and motorists. From 1897 to 1953, they placed over 426,000 signs. These indicated important locations.
Perhaps the Touring Club Italiano’s most colossal undertaking was cartography. The Carta d’Italia was distributed to members for free. It illustrated road conditions throughout Italy. It became indispensable for Italians in the early 1900s.
In August 2021, Palazzo Bertarelli opened as a luxury hotel. It is now the Radisson Collection Hotel, Palazzo Touring Club Milan. The Radisson Hotel Group manages the building. The Touring Club Italiano still owns the palace. This provides funds for its activities.
The Touring Club Italiano was innovative. It was also visionary. It proposed the first bike paths. It installed repair and first-aid stations along roads. In the early 1900s, it began promoting lesser-known regions. It also initiated reforestation projects. It proposed establishing national parks.
Today, Palazzo Bertarelli stands as a testament. It exemplifies the birth of tourism in Italy. Its transformation into a luxury hotel marks a new chapter. Yet its legacy remains. It reminds us of the Touring Club Italiano’s contribution.