Italy is gearing up for summer 2023 with "Italia open to Meraviglia", a €9 million campaign in which Botticelli's Venus steps out from the famous painting, which hangs in Florence’s Uffizi Gallery, to be seen in spectacular Italian destinations, wearing trendy contemporary outfits.
The campaign will debut in Dubai in May
The campaign "Italia Open to Mraviglia" will debut in the United Arab Emirates at the ATN Dubai from May 1 to 4, on the stand of ENIT, the Italian national tourist board. The new artwork also includes the new italia.it logo, which features the Italian flag in the shape of a window wide open to the globe. The claim is "Open to meraviglia,” and the campaign is from the Armando Testa Group. It features different Italian locations with Venus in Venice lingering with her smartphone and wearing an elegant outfit, and Venus in Rome holding a bike with the Colosseum behind her.
Italia Open to Meraviglia - Venice
In 2022 visitors spent over 26 million euro
The campaign "Italia Open to Meraviglia" will target major international airports and railway hubs in Europe, the United States, Central and South America, China, India, Southeast Asia, and Australia. In terms of tourist flows, Italy ended 2022 with a nearly complete recovery compared to 2019. In 2022, international visitors spent over €26 million in Italy, with Germany spending the most (€8,195 million), followed by the United States (€4,686), France (€3,907), the United Kingdom (€3,566), Spain (€2,332), Austria (€2,249), Switzerland (€2,115), Canada (€1,010), and Japan (€274 thousand).
“We will support all the actors involved”
“Enit is working with the Ministry for Tourism to achieve a unified and homogeneous vision of Italy that can involve and support all the actors involved,” says Ivana Jelinic, president and CEO of ENIT, the Italian national tourist board.
