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The story of Long Travel began in 1988 with Ray and Annie Long, not as a grand business venture, but as a passion project alongside their full-time careers as teachers. Their love affair with Southern Italy inspired them to share a part of the country that was largely overlooked by UK travellers at the time. Drawn by its healthy Mediterranean lifestyle, exceptional food, warm climate and genuine way of life, they saw an opportunity to introduce visitors to the authentic Italy they had come to know and love.
At a time when most tour operators focused on mainstream resorts and standardised hotel experiences, Ray and Annie believed there was a richer, more rewarding side of Italy waiting to be discovered. They chose to specialise exclusively in Southern Italy, Sicily and Sardinia, becoming pioneers in a region that remains their speciality to this day. Remarkably, Long Travel became one of the very few UK tour operators dedicated entirely to these extraordinary destinations.
From the very beginning, Long Travel stood apart. Ray and Annie travelled extensively throughout Southern Italy, building relationships with local families, hoteliers and property owners. They sought out charming family-run hotels, traditional masserie, rural farmhouses, boutique hideaways and unique properties that captured the true character of each region. Their carefully curated collection quickly earned a loyal following among travellers looking for something more personal, authentic and meaningful than the traditional package holiday.
Their passion for Southern Italy extended beyond holidays. Over the years, Ray and Annie lovingly restored a collection of traditional trulli in Puglia, creating some of the finest examples of these iconic stone houses in the Itria Valley. Their trulli, featured on Italian television as among the best restorations in the region, reflect the same attention to detail, authenticity and love of place that has always defined Long Travel. More than holiday properties, they embody the philosophy that has guided the company from the start: creating experiences that feel like a true home away from home.
As demand grew, so did the company’s reputation. Long Travel became known for its deep regional knowledge, its close relationships with Italian hosts and its commitment to creating holidays shaped around each individual traveller. Over the years, the business expanded from its Shropshire home office to larger bases in Shrewsbury and Birmingham, and eventually into a more international team with specialists based across the UK, Slovenia and Italy itself. That presence on the ground allowed the team to stay close to the destinations they loved, continually discovering new hotels, hidden gems and authentic experiences.
What never changed was the ethos. Long Travel remained dedicated to showcasing the Italy that most visitors never see the quiet villages, the family kitchens, the boutique Agri turismos and the lesserknown regions that reveal the country’s true character. Long before “experiential travel” became a trend, Long Travel was already doing it, guided by the belief that the best holidays are built on connection, authenticity and personal service.
Customer feedback over the decades reflects that commitment. Travellers repeatedly described the team as knowledgeable, attentive and a pleasure to deal with. Many spoke of how seamless their holidays felt, from the first conversation to the final transfer home. Others returned year after year, trusting Long Travel to craft journeys that felt both effortless and deeply personal. That loyalty shaped the company’s identity as much as its founders did.
With the transition of Long Travel into Completely Italy, the evolution feels like a natural continuation of the story that began in 1988. The new name reflects what the brand has grown into: a fully dedicated Italy specialist with unrivalled local insight and a passion for creating tailormade holidays rooted in authenticity. It also brings the company closer to its wider family of specialist travel brands, while giving its Italy offering a clearer, stronger identity for the future.
What matters most, however, remains unchanged. The same team continues to design the holidays. The same handpicked hotels remain at the heart of the collection. The same values personal service, expert knowledge and a love for genuine Italy guide every itinerary. Completely Italy is not a departure from Long Travel’s heritage but a continuation of it, carrying forward the spirit that has defined the brand for more than 35 years.
As the name evolves, the essence stays the same. Every journey crafted under Completely Italy still reflects the passion that inspired Long Travel in 1988: a desire to share the Italy that feels real, personal and unforgettable. The story continues, shaped by the same foundations, the same relationships and the same enduring love for Italy.
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