Traveling To Italy Is All In The Details: An Interview with Ana Serra, Entrepreneur – Licensed Tour Guide in Rome, Italy

In the heart of Rome, you will find the head office of Selected Tours Italy. This creative organization includes a team of three women professionals who bring to life customers’ dream vacations to Italy. They specialize in reserved tours for private couples, and company groups of any size. The founder and CEO of Selected Tours Italy, Ana Serra, talks to me about her story of being both a licensed tour guide in Rome and an entrepreneur. 

Why Italy, what draws you to build a life and business in Italy?

In a nutshell, I’m completely head over heels for Italy! Even though I’m originally from the ‘Stunning’ Rock of Gibraltar (which I love dearly), I have a very long-term and exciting love affair with Italy! One might say I’ve made my world small, but I say that I’ve filled my world with what I love. One of my favorite sayings is ‘’live the life you love, love the life you live.” And this is exactly what I do. I think Italy is the most wonderful place to live. The topography of Italy is so diverse: from glorious mountains to striking landscapes to incredible coastlines. I seriously believe all words to describe its beauty have been used! Iconic photos of its vineyards and olive groves, whether they were there or not, are probably in everyone’s screensaver. And let’s not forget about its history, the uninterrupted timeline of Italy’s peninsula is compared to none. Or its gastronomy, mmmh, delicious!! What did Verdi say? You may have the Universe, if I may have Italy. I totally agree with Verdi! 

Ana, you have a Tour Agency in Rome, and these unprecedented times during the pandemic have taken a serious toll on everyone in the tourism industry. How have you and your team adjusted and adapted during these difficult times?

My Company Selected Tours Italy, or “my baby” as I call her, has gone through quite a lot during these past 15 months. However, we were able to transform ourselves right away. It was simple, in a way, because we are a Company that’s constantly coming up with new ideas. I mean, we can’t sell the same itinerary for 30 years, right? Things change fast and we need to adapt and reinvent ourselves all the time. We are always looking for new ways to inspire our travelers. So when this horrific pandemic hit, together with the support of my trusted team, we completely changed our whole work dynamics from one day to the next. I’m not saying it was easy, it was emotionally devastating to see all of our hard work from the previous years literally disappearing. We had no idea what was going to become of us from one day to another. Nevertheless, we’d still wake up, get dressed every day as if we were going to physically go to work. We switched on our engines and we went into 100% remote working. Our in-person tours became virtual, and we still managed to share Italy with the world. 

So while most travel professionals were on halt, you managed to keep your business going?

I’m a very creative person, and my team are great developers, so reacting fast was a natural response for us. As we brainstormed, we got excited because we realised that if we evolved we would have been able to keep our beloved company alive. First of all, we decided to connect with all our clients and suppliers to make sure they were all right. We had our days filled with video calls, sending out updates of Italy, creating wonderful articles for our travelers to read. Some of them were tough to write, others were filled with hope, and now that I look back on it it’s actually quite impressive if you zoom through my social media and see what we were up to! And then, right after the lockdown we started doing our “on-site” virtual tours. These are not done from home pushing slides in front of you, we are live on-site, which is pretty innovative in my opinion, as it gives the spectator a completely different perspective. We have had very good feedback on our virtual experiences, we are really proud of how we were able to pivot and still provide tours for our clients.

Do you think once this is all over these virtual tours will end?

I actually think these virtual tours are here to stay, as there are so many uses for them. For example, we work with schools that want to offer an interactive experience to their students, and with retirement homes to give their residents the chance to travel without leaving the safety of their home. Especially for the elderly, even if travelling is not an option they are finding themselves back in Rome or in Venice. Even though it’s virtual, it’s quite moving, as these tours are onsite and interactive. They can share stories of when they were here, and we encourage them to keep the camera on so it can feel like a true and proper tour. So yes, I do honestly believe that virtual tours are here to stay. 

It must have been amazing seeing Rome empty. What was that like?

It was extraordinary. And it was also the scariest thing I’ve ever experienced, horrible. I pray that I will never see this again. I have to say that during this time, we had so much solidarity. We got hundreds of amazing messages through our social media from travelers who came here years ago. It was honestly overwhelming. We even had very generous donations from previous travelers and friends, their support was just really moving. 

How do you feel about tourism in Italy today?

Today I am feeling very excited, because we have never stopped publishing updates on our site. Looking back I realise we really have come a long way, starting from the lockdown, the red, orange and yellow zones, and now with white zones finally becoming a reality. It feels like being a little girl 2 weeks before Christmas, it’s the same type of excitement. White means freedom, it means that our elderly and most vulnerable people can finally have peace of mind, it’s about hugging your loved ones. It’s about having an aperitivo and not looking at the time because there’s a curfew. It’s about walking down the street and not wearing a mask and seeing each other’s wonderful faces! I honestly get moved just even saying this! It’s seeing you, Brenda, in the Galleries of the Vatican Museums!! 

So what’s the Covid situation in Italy?

Well, I have to tell you I’m amazed how fast things are improving. The number of infections is decreasing at a fast pace (13.000 people per day infected at the end of April while we are now well below 3.000 per day). Right now, more than 23 million Italians have received their first dose of vaccine. That’s nearly 40% of the total population and 50% of them have already received their second dose of vaccine. According to the National Vaccination Plan, by the end of July 60% of the Italian Population will be fully vaccinated, reaching 80% by September. From the beginning of July 2021, EU Citizens will be able to use a free EU Digital Covid Certificate to access other EU countries. This Certificate will prove that the person has either: been vaccinated against COVID-19 or received a negative test result 72/48 hours prior to their departure or recovered from COVID-19. This will allow for a greater and safer movement of people within the EU. In addition to EU and Schengen area Countries, Italy has opened travel to people arriving from Israel and Great Britain who only have to show a certification proving a negative swab test. Also, Italy is now increasing the number of Airports served by Covid-tested flights from the USA, Canada, Japan and the United Arab Emirates. By using these flights, travellers will not be required to quarantine upon their arrival in Italy. 

What’s the International travel situation today?

Today the majority of the restrictions have been lifted. The important thing to know is that until 20th June 2021, a night curfew is in place (from midnight until 5am) in the majority of the Italian regions. Also, the basic safety rules we have learnt to respect during this year are still valid: wear a mask, keep a meter away from others and wash your hands often. For travelers, it is important to know that now more than ever, it is vital to make reservations in advance, as access to cultural sites as well as to restaurants are limited to a certain number of people at a time. These restrictions and safety guidelines definitely make it more important than ever to have a reliable and local expert looking after your trip. But other than that, let’s be honest, whoever gets the chance to travel to Italy now, will be paid back with the priceless opportunity to live and see a different country, less crowded and at its highest levels of hospitality. A Country no one has ever seen before and will definitely not be able to experience again. 

Do you feel there is a light at the end of the tunnel to the pandemic?

Absolutely yes! Our COVID numbers are decreasing in a very important way and people are already out the door with their luggage. Finally, Covid-tested flights are connecting us again to those countries that have always had a special love for Italy. We are already following clients here in Italy and that is for us a breath of fresh air! In these months I believe we will be experiencing the domino effect. More and more people will feel they can travel safely. And the beauties of Italy and its savours will do the rest.

What makes Selected Tours Italy different from any other Tour Operator?

For starters, we are not a flag with 50 people running behind it. We provide private and small group tours and unique experiences. I love Italy very deeply, I love the land, its culture, its history and its people. I wish to share the true Italy with my travelers, immerse them in its culture, taste its products and breathe whilst doing it. Not having to rush off to somewhere different. Italy is not just Venice, Florence, Rome and Naples. Italy is also Emilia-Romagna, Sicily, Puglia, Calabria, etc.. Our wish is to share not only the typical tourist sites but also the lesser known parts of Italy. You don’t have to be shoulder to shoulder with other tourists when there’s thousands of amazing towns all over the country. Italy is extremely diverse from north to south, east to west and still all these places have three very important things in common: great food, great wine and great hospitality.

What do you love most about your work in international tourism?

That’s a big question because throughout there’s much satisfaction! But I guess I have to say, Day 1. Day 1 is when we meet our travelers for the first time through a zoom, when we do the first consultation. We start getting to know each other and see if we are a good traveling match! Seeing them, listening to them and then having a laugh when they start visualising themselves here in Italy, tasting la mozzarella, the wine and so on! It’s on this first consulting call that you get to know who you will be creating a tailor-made itinerary for. It’s a very exciting moment, only rivaled by seeing them in person and seeing what we have created and transformed into reality! It’s superb. 

Are you telling me that off-the-shelf itineraries are no good?

It depends, some itineraries out there haven’t been changed for the past 30 years. I think it’s important to understand that what you will be doing during your travels will have an enormous impact on your lives and on your environment. We understand this, that’s why we know that in time we have changed our tastes, our pace, our knowledge, even what we eat, and now after this pandemic even more so. For this reason, even our set itineraries are updated to the times we live in, giving our clients space to be on their own, to take time and explore more in-depth. We are extremely aware of change and this is another thing that I love to do, constantly updating our itineraries.  

After 20 years out in the field you have spent the past year in your office, so which do you prefer? Working in the office or touring out in the field?

IN THE FIELD!! I miss guiding. In fact, I have been able to do a few tours once the lockdown was lifted, in-person with Italian people, it was extremely emotional. I honestly can’t wait to guide travelers again! 

Based on your years of experience, what do you think makes a great tour-guide?

It’s about taking time to know and understand your client and their interests and creating a unique and memorable experience for them. Being a licensed tour-guide is about making sure your clients are enjoying themselves, that’s the most important thing. Guiding is not about lecturing your travelers and sharing all the information you’ve accumulated throughout the years. Guiding is about giving your travelers enough information without overwhelming them. In order to do that, you need to listen to them and have respect for them. You need to always remember they are on vacation. We need to accept that not everyone loves history and archaeology. If they do, it’s great, because we get to share what we have studied and what we love. But other people prefer brief information and that is fine too. We get people from all walks of life, from history buffs to ”Ana, honestly I just don’t want to get lost. I just wish to have a nice walk and relax, so just take me around and let’s finish with a drink!” So, no judgement here. Again, our goal here is that our clients have an amazing experience without thinking we are preparing them for a test at the end.

Not all persons who own their own travel agency are licensed tour guides in Rome. How does this impact your tours and travelers?

It gives us a huge advantage and allows us to offer new and improved services. Being in the field means I have direct contact with our travellers, I experience Italy with them and I can find out firsthand the new trends and follow the course of their fast-changing expectations. It is like having a special and direct live channel with our audience. The combination between being on the ground and having a very proactive team in the office, ready to hear me out, allows our itineraries to always be contemporary to the time we are living and focused on turning each trip into precious moments to remember.  

What do you think tourism will look like in 5 years, and where do you see yourself?

Ever since we started this adventure, our main goal has been to create a more sustainable tourism. We have seen the horrific effects that mass tourism has had on our realities, and we vowed to never be a part of that, to propose a sustainable alternative. And I am happy to say that we are noticing a wonderful new trend lately, a lot more awareness in the people who travel. Hopefully, in 5 years we will have made some great progress, and gone from tourist to traveler, from mass tourism to experiential tourism, from fake to authentic, from exploitation to supporting local realities. We will keep doing what we are doing, promoting lesser known areas, creating new and unique experiences, working with our local suppliers, and just sharing our love for Bella Italia with the world.

 www.selectedtoursitaly.com