Italian island Sardinia uses longevity of residents to attract tourists

SARDINIA, Italy: Along the winding, maze-like streets of Seulo, some of the town’s most famous residents gaze down at passersby from portraits hanging on walls. 
They are locals who have reached 100 years old and are celebrated by being made honorary mayors.
The tiny town on the Italian island of Sardinia in the Mediterranean Sea has a population of just around 800 people.
Yet, records dating back to 1866 show it boasts one of the highest number of centenarians in Italy – and the world.
Twenty centenarians were recorded in the town between 1996 and 2016.
Of all the babies born there in 1922, about 43 per cent lived to at least 90 years old.
Sardinia is home to one of five so-called Blue Zones around the world, where locals have been found to have lifespans above average.
The other four are Okinawa in Japan, Nicoya in Costa Rica, Ikaria in Greece and Loma Linda, California in the United States.
The Blue Zone label was granted to Seulo in 2016 by an observatory involving Gianni Pes, one of the first researchers to explore the concept.
Since then, local authorities have made the concept of Blue Zones part of the town’s identity, using it as a marketing tool to attract tourists.
There are signs everywhere in town celebrating its residents’ exceptional longevity.
“There is a type of tourism that’s about curiosity and experiences,” Seulo’s Mayor Enrico Murgia told CNA, standing under a centuries-old oak tree.
“(Visitors) come here to try to experience the cooking and the lifestyle of our elders. So yes, a Blue Zone is also an opportunity when it comes to tourism.”
Local businesses said the push has worked, with tourists visiting from far and wide, lured by the island’s secrets to a long life.
Hotel owner Luciana Patrizia Moi said the town’s popularity today is a far cry from 1985, when her family opened Seulo’s first hotel: “In those days, the Sardinian mountains were not appreciated at all. Building this hotel was a challenge.”
The hotel is now being redeveloped to meet increased demand, with numerous other accommodation, including bread-and-breakfasts and campsites, also springing up in the area.
“Aside from tourists, so many experts, scholars, doctors, journalists have come here. All these people want to hear from our elders,” said tour guide Giovanni Ghiani. 
Nested at the foot of the 1400m-tall Monte Perdedu, Seulo is also the access point to much of the island’s stunning landscape that includes rivers and lakes, deep gorges, cliffs, forests and caves with stalagmites and stalactites.
Its tourism department said the area’s most famous spot is a water landscape, consisting of a sinkhole, a cave and a spring, as well as a waterfall.
Tourists can explore archaeological sites, visit vineyards, take part in sea sports, immerse in local culture and enjoy island delicacies.
Scientists believe the locals’ extraordinary longevity can be attributed to their traditional diet, consistent physical activity and a lack of stress.