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«Open to Meraviglia» – A Superficial Image of Italy?
«Open to Meraviglia» – A Superficial Image of Italy?

«Open to Meraviglia» – A Superficial Image of Italy?


Italy’s latest tourism marketing campaign, «Italia: Open to Meraviglia», featuring Botticelli’s Venus as a “virtual influencer,” has sparked controversy and raised concerns about the campaign’s superficiality and its portrayal of Italy. With a hefty budget of €9 million, the campaign has faced criticism for its mishmash of Ital-English tagline and its use of an AI-generated adaptation of Botticelli’s Venus. In this post, we delve into the issues surrounding the campaign and explore whether it truly represents the desires and interests of the younger tourist demographic, potentially alienating other travelers in the process.

Preserving Italy’s Cultural Heritage

Italy boasts an abundance of cultural patrimony, with 58 UNESCO sites, making it the country with the highest cultural heritage in the world. Tourism plays a vital role in Italy’s economy, contributing 13% of its GDP and attracting approximately 65 million visitors annually. However, the concentration of tourists in popular destinations like Venice, Florence, and Portofino has taken a toll on local communities and created tensions between visitors and locals.

Addressing Overtourism and Superficial Sightseeing

The problem of overtourism and its detrimental effects on local communities has been a pressing issue for Italy. Places like Portofino have imposed fines on tourists for lingering over selfies on public paths, and cities like Rome, Venice, and Florence have introduced measures to regulate tourist behavior. The need to strike a balance between mitigating the negative impacts of overtourism and promoting sustainable tourism has become paramount.

Encouraging Off-the-Beaten-Path Exploration

One proposed solution to overtourism is to encourage travelers to venture off the beaten path and explore lesser-known towns and unspoiled countryside. By diverting tourists’ attention from the traditional sightseeing circuit and promoting the exploration of hidden gems, Italy can distribute the economic benefits of tourism more evenly and foster a more sustainable approach.

Italia: Open to Meraviglia – A Missed Opportunity

Unfortunately, «Italia: Open to Meraviglia» appears to miss the mark in addressing the challenges posed by overtourism. The decision to feature Botticelli’s Venus as a virtual influencer raises concerns about the campaign’s superficiality and lack of engagement with Italy’s cultural heritage. Rather than showcasing the country’s remarkable sites and encouraging meaningful interactions, the campaign portrays Italy as a mere backdrop for an image-obsessed influencer.

Alienating Italy’s Broader Demographic

By focusing primarily on the “influencer audience” and targeting younger tourists, the campaign risks alienating a broader demographic of travelers. While it is essential to cater to the interests of the younger generation, it is equally important to ensure that the campaign represents the diverse range of experiences and interests that Italy offers. Neglecting this aspect could lead to missed opportunities to engage with potential visitors who seek authentic experiences and deeper connections with the country.


«Italia: Open to Meraviglia», with its virtual influencer and surface-level portrayal of Italy, has drawn criticism and raised questions about its effectiveness in promoting sustainable tourism. As Italy grapples with overtourism and strives to distribute the economic benefits more evenly, it is crucial to strike a balance between attracting visitors and preserving the country’s cultural heritage. By encouraging off-the-beaten-path exploration and fostering meaningful connections with local communities, Italy can present itself as a destination that offers authentic experiences and a deeper understanding of its rich history and cultural legacy.