I was lucky enough to grow up in Cefalù, one of the most picturesque places in Sicily. Summers were long and sunny, filled with days at our local beach, adventures in the Madonie mountains, and evenings meeting friends in the piazza. From a young age, I have always loved welcoming visitors to my hometown. While I take great pride in my Sicilian roots and remain deeply connected to my family and friends there, I have always been fascinated by the different cultures and languages of the people who chose Sicily for their holidays. Looking back, that was truly when my passion for travel and tourism began.
Keen to learn more and see the world, I studied, worked, and traveled in Asia
and the UK before returning to Sicily in 2002. As the internet was taking off, I saw an opportunity and
created the first website guide to Cefalù, featuring holiday homes for rent and ways to experience the
region—from historic palazzo rentals and scooter hire to guided hikes up volcanoes. It worked well, and
my rental business began to thrive.
As villa holidays became increasingly popular, in 2006 I converted my spacious family home, Villa
Provenza, into a holiday villa with a pool. Set high in the Madonie mountains overlooking the sea, it
became an instant hit, attracting groups of friends and families who would return year after year.
As demand grew, my business evolved. I began sourcing and managing other villas in the area,
coordinating everything from cleaning and maintenance to bookings and guest experiences. By the time I
started building Villa Rita, my dream family villa, I was married with two children. Now, as we divide
our time between Sicily, Brussels, and the UK, Villa Rita has become our second and much-loved home in
Sicily.
In 2011, I officially established my villa rental company in the UK, which
became known as Massimo Villas. Over time, I expanded beyond Sicily, adding villas in other Italian
regions such as Puglia, Tuscany, and Sardinia, then further afield to Lake Como and even Formentera.
Alongside villa rentals, I also ventured into villa sales and renovation projects.
My focus has always been on providing not just accommodation but authentic experiences that allow
visitors to fully enjoy their holidays. Private pizza evenings, celebration meals with my favorite
chefs, cooking lessons, and boat trips have become some of the most popular activities among my guests.
For those staying in more exclusive villas, I have also developed a concierge service to offer a high
level of daily assistance.
In November 2023, Massimo Villas became part of *Emma Villas S.p.A.*, Italy’s leading vacation rental company, listed on Euronext Growth Milan. This marks an exciting new chapter that allows me to continue growing while staying true to my core values—offering exceptional villas and unforgettable hospitality experiences. With Emma Villas, I have the opportunity to reach even more travelers, sharing the beauty of Sicily and beyond while maintaining the personal touch that has always defined Massimo Villas.
Massimo Provenza
Founder Massimo Villas