“The thing is, the power of the dolce vita brand is now so entrenched that people only associate this area of Italy with a few things,” says Francesco Sersale as he marches up a mountain path on which the autumn flora is offering a final flourish.

Those things are, he says, as follows: eating lots of pasta, posing for selfies at sunset against the commune’s dusky walls, and sitting on the beach. “People come and they watch the sea and hold hands and take a boat trip. And it’s all very romantic and lovely, and then they leave,” continues Francesco. “Not that there’s anything wrong with that, of course. But very few people realise that there’s an entirely different side of Positano if you just look in the other direction.”