Verified Writer
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Where are you going?
Where are you going?
Verified WriterLast week, Italy's Ministry of Tourism launched its latest campaign entitled Italia: Open to Meraviglia ('Italy: Open to Wonder').
Fronted by Botticelli's Venus in the role of a 'Virtual Influencer', and conveyed almost entirely in Italian, the €9 million campaign has already come under heavy scrutiny both at home and abroad.
Some have raised eyebrows at the awkward tagline "Italia: Open to Meraviglia", a mishmash of Ital-English, which finishes with a word few non-Italian speakers will understand (and even fewer will know how to pronounce).
Others have questioned the choice of the campaign's protagonist as an AI-generated adaptation of Botticelli's Venus, particularly given Italy's position on artificial intelligence, as encapsulated through its ban on ChatGPT.
The Italia: Open to Meraviglia campaign is fronted with an AI-generated version of Botticelli’s Venus, cast in the role of a Virtual Influencer
The Instagram feed of the campaign’s account
Some eagle-eyed viewers have even pointed out that one shot from its launch video, which shows a group of young people enjoying an aperitivo in a sunlit courtyard, was not shot in Italy but in neighbouring Slovenia.
But what concerns us most is the superficiality of the campaign and the image of Italy it promotes.
Italy is home to 58 UNESCO sites, meaning it boasts more cultural patrimony than any other country in the world. Around 65 million people visit Italy each year, contributing to an industry that accounts for 13% of the country's GDP. Tourism, to put it simply, is the lifeblood of the Italian economy.
But in recent years the over-concentration of tourists in places like Venice, Florence, and Portofino, has damaged local communities and created friction with locals.
Crowds on Florence’s Ponte Vecchio
Crowds near Venice’s Saint Mark’s Square
The town of Portofino has just brought in laws to fine tourists up to €275 for lingering over selfies on its most photogenic public paths. Rome's authorities can fine tourists for sitting on the Spanish Steps while in Venice and Florence, tourists can be fined up to €500 for eating on some of its busiest streets.
Except for the brief pause during the Covid pandemic, the debate during the last ten years has been how to mitigate the damaging effects of Italy's overtourism while channeling the income it provides more effectively into the Italian economy.
The best suggestion so far has been to encourage travellers to venture off the beaten path, to spend some time away from the sightseeing circuit of the big cities and to explore, and thereby invest, the small towns and unspoilt countryside.
In other words to mitigate superficial sightseeing with sustainable tourism.
What disappoints us most about this campaign is the decision to front it with a 'Virtual Influencer' who uses Italy's beauty as a mere backdrop.
Botticelli's Influencer-Venus engages not with her environment but only with her own image.
She has her back turned to the sites that attract so many travellers, and plays to clichés and stereotypes in a way that seems packaged for the Social Media Age.
Botticelli's 'Virtual Influencer' Venus plays to the negative stereotypes of superficial tourism, turning her back to Italy's beauty, playing to stereotypes, and focussed on herself rather than her surroundings.
So what's the rationale behind this campaign? According to Marco Testa, the campaign's developer, "we hope that Botticelli's Venus will become very popular with young people through this combination of art and digital technology. It's a slightly different way of representing Italy and targeting younger tourism."
But is this stripped-down image of Italy really what younger tourists want? And does pandering to the 'influencer audience' risk alienating Italy's broader demographic of travellers?
https://www.instagram.com/venereitalia23/
The joy of exploring Italy lies in interacting with locals, immersing yourself in authentic experiences, and venturing off the beaten path.
Travel is about broadening the mind, letting yourself experience other cultures, and feeding your curiosity, not treating travel destinations as theme parks whose attractions serve solely as backdrops for selfies.
Those responsible for deciding the direction of travel for Italian tourism should be inviting visitors to immerse themselves in Italy with openness and curiosity, not using its patrimony as stereotypical backdrops for their own personal branding.
And not just for the sake of those visiting, but for those living in Italy's tourist destinations too.
→ Learn more about what Carpe Diem does to support sustainable tourism
Verified Writer
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Rome, ItalyExplore the wonders of the Eternal City on our best of Rome walking tour. As you get your bearings around Rome’s cobbled historic centre, your expert storyteller will bring Rome’s most must-see sites to life, including the Pantheon, Trevi Fountain, and Piazza Navona. Take photos, make memories, and most importantly, get the most out of your time in the Italian capital!
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With a group of up to 24 people, a well-paced itinerary, and the best value for money of any Colosseum tour, this isn’t just a tour; it’s a once-in-a-lifetime experience through the rise (and fall) of ancient Rome. Spots fill fast, so grab yours and make your Roman holiday legendary. Best value. Zero stress. Epic stories. Spots fill fast, so grab yours and make your Roman holiday legendary.
Want a more personalised experience? We recommend upgrading to our Small-Group Colosseum Tour. With a maximum of 12 people per group, you can explore at a more relaxed pace and experience the dedicated attention of your guide, who will answer all of your burning questions.
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