Spiaggia di Alassio & the Muretto
Alassio's two-kilometre arc of fine golden sand is one of the most celebrated beaches on the Italian Riviera, backed by a palm-lined promenade that buzzes from June to September. At its heart stands the Muretto, a tiled ceramic wall where celebrities from Hemingway to Sophia Loren left their signatures — a quirky open-air gallery you can stroll for free.
The Beach Itself
The sand here is unusually fine for Liguria, shelving gently into clear turquoise water that stays calm enough for children most of the summer. Rows of colourful stabilimenti (private beach clubs) rent sunbeds and parasols, but free public stretches exist at both ends of the bay.
Arrive before 9 am in July and August to claim a prime spot on the libera (free) section near the western breakwater, where the water is particularly clear and the views back toward the old town are postcard-perfect.
The Muretto di Alassio
Created in 1951 by café owner Mario Berrino with a little help from his friend Ernest Hemingway, the Muretto is a mosaic wall embedded with hand-painted ceramic tiles bearing the signatures of famous visitors — now more than 500 names strong.
Look for the tiles of Sophia Loren, Farouk of Egypt and Italian cycling legend Fausto Coppi. The wall sits on Via Dante, just a two-minute walk inland from the beach, and is always accessible. It's one of those rare landmarks that rewards slow, curious looking.
Promenade Life
The Passeggiata Cadorna runs the full length of the beach and is the social spine of Alassio. Gelaterias, aperitivo bars and surf-rental shacks line the landward side, while pedalo hire and paddleboard schools operate from the sand.
At dusk the promenade fills with the classic Italian ritual of the passeggiata — families, couples and teenagers drifting back and forth in the golden light. Grab a Campari spritz from one of the kiosks and join in.
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