Finale Ligure, a sun-baked town at the edge of the Ligurian Sea, has no symphony orchestra or opera house. But it has a maestro of its own: Franco Morasca, the manager of Bagni Est Finale, a no-frills, private club on the beach that pulls in generations of Italians each summer for a reminder of what it means to be Italian.

The term “Riviera” was born on this region, on this crescent-shaped stretch of coast known as Liguria, which runs from the ancient town of Ventimiglia, just over the border from France, through better-known destinations such as San Remo, as well as casual beach spots like Imperia and Finale Ligure. And just inland are some tremendously appealing mountain towns like Borgomaro and Apricale.