At 5 PM sharp, a small bell rings out on the beach and, within seconds, dozens of dogs start trotting towards the Doggy Bar. They do so because they know a welcome surprise is on its way: ice cream in a bowl.

This is the summer novelty at Baba Beach in Alassio, which already won last year the special award for Best Pet Friendly Beach Club Italy. A true seaside paradise for man’s best friends, which this year has launched the Doggy Hour.

Every day at 5 PM sharp, Doggy Ice Cream is served free of charge—fresh ice cream made with natural, carefully selected ingredients. The flavour changes daily: watermelon, melon, apple, carrot and other varieties of fruit and vegetables specially chosen for canine nutrition. The recipes have been developed following the guidance of sector specialists, using exclusively ingredients considered safe and well-tolerated by most dogs.

“But the Doggy Hour is much more than a simple snack. It’s a true daily ritual,” say those from the beach club run by Baba Srl, which also has suites above the facility, called Baba Residences. Dogs have learned to recognise the sound of the bell and associate it with what’s about to happen. So they rush towards the meeting point before the ice cream is even served. Images of this daily appointment have become one of the most beloved contents on Baba Beach and Baba Residences’ social media.

“The Doggy Hour,” the facility continues, “perfectly represents the philosophy that has always distinguished Baba Beach. We don’t just accept dogs: we design experiences created for them. From the Doggy Bar to dedicated services, to spaces where they can experience the beach together with their families, every detail stems from the belief that a holiday should be special for those with four paws too.”