Camping Valle Santa Maria

Camping Valle Santa Maria in Lacona on the island of Elba (Tuscany) and PrimCom share far more than just a partnership with one of the island’s most historic campsites in the Tuscan Archipelago. Founded in the 1960s, the campsite was one of the first on Elba and was the first on the island to be awarded the European ‘Ecolabel’. Today, the Rotellini family’s business comprises not only the campsite but also apartments and mobile bungalows.

Several generations are actively involved in the family-run business, Valle Santa Maria, led by Gabriele and Roberta Rotellini. Gabriele is committed to causes far beyond his own business: as a member of the board of the Tuscan Archipelago National Park and a councillor for Capoliveri, he is an important voice in the island’s tourism sector. Michele Cervellino, Roberta’s husband, also plays an active role in shaping the island’s tourism development. He has signposted numerous walking and cycling trails – including the Grande Traversata Elbana – and regularly accompanies guests on guided tours.

This collaboration gave rise to a shared vision of raising Elba’s profile in German-speaking countries. As the island’s tourism marketing outside Italy is limited, Gabriele Rotellini and Vanessa Bay of PrimCom decided to actively drive forward communication efforts and promote Elba as an authentic destination for quality-conscious guests, families, and nature and sports enthusiasts.