Gabi Scardi critiques mass tourism and commodification of territory in Italy
Curator and writer Gabi Scardi argues that Italy's approach to tourism treats territory as a resource to be exploited rather than a living cultural landscape. She criticizes the reduction of visitors to mere numbers, the use of generic marketing slogans like "VeryBello!" and "Italy Open to Meraviglia," and the neglect of heritage and environment. Scardi calls for a shift toward a model of care, inspired by Joan Tronto and Berenice Fisher, where territory is seen as something to be lived and loved, not monetized. She advocates for sustainable, dispersed tourism that respects local communities and fosters genuine cultural exchange.
Key facts
- Gabi Scardi is a curator, writer, and lecturer focusing on contemporary art and multidisciplinary practices.
- The article critiques the commodification of Italian territory for tourism.
- Scardi references the promotional slogans 'VeryBello!' (by Franceschini) and 'Italy Open to Meraviglia'.
- She cites Joan Tronto and Berenice Fisher's definition of care: 'everything we do to maintain, continue, and repair our world'.
- The piece is part of a series on mass tourism in Italy published by Artribune.
- Scardi argues that poor communication and neglect legitimize disrespectful tourist behavior.
- She emphasizes the importance of small towns and diffuse heritage in Italy.
- The article calls for a model of hospitality that attracts less concentrated, more manageable visitor flows.
Entities
Artists
- Gabi Scardi
- Joan Tronto
- Berenice Fisher
Institutions
- Artribune
Locations
- Italy