Bagni
Londra

Bagni Londra runs a stretch of the Alassio seafront on the Passeggiata Angelo Ciccione, and its story is written into the name: until the 1980s it was the private beach of the old Hotel Londra, and it has been kept by Silvia and Matteo since 2005, who rebuilt and enlarged the structures when the promenade was redone in 2010. In 2013 the Savona Chamber of Commerce gave it the Italian Quality and Hospitality mark. That is a lot of continuity for a beach, and continuity is exactly what an Alassio bagno sells.

In our Liguria bagni directory this one reads as the more polished, service minded choice in Alassio, a notch dressier than its neighbours. What follows is the value traveller's case: what a day here includes that a bare patch of public sand does not, and the point where the free beach next door is simply the smarter buy.

An Italian bagno is a different bargain from a Greek beach bar. You are not renting a single sunbed for a few euros, you are buying a serviced base for the day: an umbrella and loungers held in your name, a private cabin to change and stash your bag, hot freshwater showers to rinse the salt, and staff who keep the row tidy and the small logistics handled. At Bagni Londra the family running the place have folded in a swimming school for the youngest children, a SUP course that ends in a certificate, and hired boats and pedalos, so a family can fill a day without leaving the sand. Priced against a resort day club, that bundle is quietly good value for what it removes from a parent's afternoon.

The mood is calm and a shade more polished than the bagni either side, which is the reputation it trades on. The rhythm is gentle rather than loud: coffee on the promenade at opening, a long swim and lunch in the middle, and the La Risacca bar carrying the evening with an aperitivo as the light drops behind the Gallinara island offshore. There is no DJ crescendo and no party ceiling to hit, because that was never the offer.

Where a value traveller should pause is on the arithmetic of a short visit. If you want nothing more than a dip and an hour in the sun, paying a full bagno day rate for the cabin and the service you will not use is poor value, and Alassio keeps free public sand between the private beaches for exactly that person. The rate is also unfixed on the page, booked live through Spiagge.it, so treat any figure you hear secondhand with caution and read the real number in the widget. For the most glamorous end of this coast, the sandy bay a step from Portofino, our Bagni Fiore profile sets the contrast.

Alassio holds one of the longest sweeps of fine sand on the Riviera di Ponente, which is why it became a family classic long before the word resort was fashionable. The sand shelves gently, the bay faces roughly south toward the little island of Gallinara, and the old town behind the promenade hides the budello, a famously narrow shopping lane that gives the town its evening life. Our full Alassio beach guide covers the free public stretches, the pick of the bagni and how the town compares with Varigotti and the rest of the western Riviera.

Alassio sits on the main coastal railway of the Riviera di Ponente, and the station is a short walk from the seafront, so the town is one of the easier bagno days on the coast to reach without a car and its parking costs. Bagni Londra is on the Passeggiata Angelo Ciccione, the promenade running along the sand, and the beach is right in front of the establishment. Come early in July and August if you want a front row umbrella.

Booking is genuinely modern here: a live Spiagge.it widget shows what is free and prices your spot for the day, with WhatsApp and phone as a backup and a separate request form for any stay beyond twenty days. If you would rather have it arranged for you, put your date and numbers in the form beneath this and we will pass the request to Bagni Londra to confirm a spot, the current day rate and any of the services you want lined up, at no cost to you.