The proof of existence On Lake Maggiore since 1873, between tradition and innovation. A family and a territory

EXIST is also proof of life: after AWAKE, it is not enough to be awake — one must be present. The concept asks the industry to show the process, the raw material, the real territory, the living communities — not perfect scenographies, but the conditions for something genuine to happen. Zacchera Hotels takes this literally and brings three proofs to TTG Travel Experience. The territory: half an hour from the lake, the Candoglia quarry from which the marble of Milan Cathedral has been extracted since 1387, the only tea plantation in production in Europe, the workshops of Valle Strona. None of them are Instagrammable; all of them are memorable because they are lived. The history: from 1873 to the fourth generation, and the kind of decisions that family ownership allows — such as reducing the number of rooms in a hotel to reposition it upmarket. The people: 89% of the 350 staff members return every season, the result of loyalty programmes, staff accommodation and training, up to the Fondazione Hereditas. Finally, events, which account for half of the group's revenue, in a MICE market that after the pandemic has not only recovered but grown: meeting in person and sharing experiences, because the value of an event is carried through the aperitif and beyond dinner.