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Asked a question 27 days ago

What do you think about Italy's new tourism campaign? Here's an interesting op-ed from Mary Gray, Italy Magazine's editor-in-chief.

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The article discusses the Italian National Tourist Board's new marketing campaign called "Open to Meraviglia" or "Open to Wonder," which is heavily focused on social media and features an Instagram influencer version of Botticelli's Venus. The author criticizes the campaign, saying that it is a mess and that Italy deserves better. They argue that the campaign's emphasis on manufactured experiences and social media aesthetics is shallow and does not accurately represent Italy's rich cultural heritage. They also mention how over-tourism and Instagram-fueled tourism have contributed to the decline of authenticity in travel experiences. Overall, the article is a well-written critique of the current state of tourism marketing and its impact on travel experiences.

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