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25 August 2012 Last updated at 20:08 ET By Dany Mitzman Riviera Romagnola

During the summer holidays, some Italians make for fashionable islands like Capri or the calm waters of Lake Garda. But those who head to the Riviera Romagnola on the Adriatic coast, have a rather less serene experience.

With a mixture of pride and embarrassment - that is how locals tell you they are off on holiday to the Riviera Romagnola.

It is often preceded by "just" and invariably accompanied by a sheepish giggle, quickly followed by an explanation of the benefits. A sort of confession and justification.

What is unique about this coast, stretching 68 miles from Ravenna down to the south of Rimini, is its enormous popularity - in spite of the unanimous agreement that the sea is, well, just not very nice.

It is a turbid greenish-brown that makes you feel like you are swimming in a giant muddy puddle.

It is as tacky as it is chic - as trendy as it is kitsch

Most astonishing of all is that nobody cares. That is because bathing is not what coastal tourism here is about.

As perfectly bronzed Camilla tells me: "Romagnola invented the 'beach without sea'."

Camilla is from Bologna and has been coming every summer since she was a toddler. The Riviera Romagnola is, she says, in her DNA.

Read more:
The 'embarrassing' Italian holiday