Brothers Andrea and Francesco Scrofani, along with Mario Paoluzi, own Picciolo Etna Golf Resort, a golf course that lies on the slopes of Mount Etna in Italy. They initially bought just the clubhouse back in December 2020, then the hotel in January 2022, then the golf course in July 2022 and then some villas on the course in March 2023. They’re investing £14 million in the resort, which they talk about here.
Can you tell us something about your personal and business history and what prompted you to make this major investment in Picciolo Etna?
Andrea Scrofani: Our family has two souls: the Swiss soul, from which we inherited a passion for golf thanks to our grandfather – who was founder and then president of the Lenzerheide Golf Club in the Canton of Grisons – and the Sicilian soul, which gave us a love of hospitality and this extraordinary island. With Picciolo, we wanted to bring these two roots together. The result is a project that combines business and heart, passion for a beautiful sport and a beautiful place.
How do you see Sicily developing as a golf destination in the coming years and what measures do you think will be necessary for the island to reach its full potential?
Francesco Scrofani: Sicily has been a crossroads of cultures for thousands of years and has everything it needs to become a major international golf destination: an ideal climate, spectacular landscapes and a unique cultural and gastronomic heritage. Today, there are still very few courses, and they are far apart, but those who choose the island will discover a travel experience that goes beyond golf. We believe that golf can become the key to attracting high-spending international tourism, and Picciolo is concrete proof that this vision can become a reality.
The resort has undergone a major renovation and relaunch. What is the most exciting part of this project for you?
Andrea Scrofani: It’s not just about renovating a resort: for us, it was like giving Sicily back an icon. After investing in golf with the major redevelopment of the course and clubhouse on Mount Etna and the opening of the Golf Torre Casalotto driving range in the city, relaunching the resort was a natural choice. We have redesigned it with a contemporary and minimalist design, but one that is still linked to the Sicilian character. It is a project born from the heart but built with entrepreneurial vision.
How will the renovated resort redefine the guest experience? What can visitors expect that is new or different?
Francesco Scrofani: A symbol of this new direction is the new bio-design swimming pool with a direct view of Mount Etna, below the green of the 18th hole: a true natural monument to the volcano.
This is complemented by the international and authentic hospitality of Curio Collection by Hilton, the spa, the renovated common areas and, above all, a gastronomic offering that reflects the true essence of Sicily. It is an experience that combines Sicilian authenticity with international standards.
Food and wine are an important part of Sicilian culture. How does Picciolo stand out in this area?
Andrea Scrofani: Our ‘zero km’ offering is among the most envied in the world because we are surrounded by an extraordinary terroir: Etna produces wines with an unmistakable personality and raw ingredients that our chefs love to transform into tales of taste. Every flavour here expresses the strength of this territory. Imagine the warmth of a sunset behind the volcano, a glass of Etna wine and a traditional Sicilian dish… this is an emotion capable of winning over anyone.
What unique experiences help to highlight the natural beauty of Etna?
Andrea Scrofani: Etna, a UNESCO World Heritage Site, is one of the few places in the world where you can ski while looking out over the sea, walk among active lava flows, explore ancient lava caves and, half an hour later, sip a wine that comes from that very same land. A short distance away are the Nebrodi Mountains, with the mysterious megaliths of Argimusco, the Alcantara River Gorges and Taormina, a jewel nestled between the sea and an ancient theatre. It is a landscape that offers unexpected emotions in every season and continues to surprise even those who have known it all their lives.
How does the collaboration with Hilton contribute to promoting Picciolo Etna?
Francesco Scrofani: Hilton shares our vision of Sicily as a leading destination in international tourism, and this partnership represents a bridge between local authenticity and international standards of excellence. Today, we can speak to a global audience that immediately recognises Hilton’s reliability but also finds something more at Picciolo: the authenticity of a place with a deep Sicilian soul. It is no coincidence that Hilton has granted Picciolo Golf Resort & Spa one of its most important brands, now highly sought after by international customers looking for genuine experiences, namely ‘Curio Collection By Hilton’.
What has been the most rewarding aspect for you since joining Picciolo and what are the main challenges you face?
Andrea Scrofani: We started this journey together with a clear goal: to create value for the destination and the local area. Welcoming many guests from all over the world since the first day of opening and seeing them leave the resort with a smile is the most profound satisfaction. The challenge now is to accompany Sicily’s growth so that it becomes a destination for quality tourism, supported by adequate infrastructure.
When you think about the future, how would you like guests to feel when they leave the Picciolo Etna Golf Resort & Spa?
Francesco Scrofani: We would like every guest to take with them the memory of a pleasant stay, of course, but also the feeling of having experienced a place that surprised and enriched them. We want them to feel part of an authentic story, and to retain the desire to not only keep returning but to discover something new every time.
Why would you suggest that golfers seriously consider Sicily as a destination for their holidays?
Andrea Scrofani: Our resort and the island in general provide a truly unique setting for golf. For starters we have one of only two courses in the world located on an active volcano – Mount Etna, a UNESCO World Heritage Site and the largest active volcano in Europe. Add to that the ideal year-round weather and the unparalleled history, art, cuisine and nature. Golf is really just the beginning of your journey in Sicily.
