Italian identity, overtourism, and the commodification of culture

The article explores the tension between authentic Italian identity and its commercialized export, driven by overtourism and the global appetite for 'Italianness.' It traces how clichés of 'la dolce vita' and slow living, amplified by social media and films like Fellini's, have transformed Italian cities into tourist playgrounds stripped of their intimate nature. The phenomenon of 'Italian Sounding'—imitations of Italian food products like Parmesan and Parma Ham—is cited as an earlier symptom. Chef Francesco Panella's show 'Little Big Italy' attempts to distinguish genuine Italian cuisine abroad. The article highlights 'Casa Tua,' a hospitality concept by Miky and Leticia Grendene that evolved from private dinners to a replicable brand with private clubs in Miami and Aspen, a food hall in Brickell, and a new outpost on Capri at Hotel La Palma (owned by Oetker Collection). This 'spectacularization' of identity is critiqued as a collective hallucination where Italians imitate themselves for external consumption. The piece questions the boundary between identity and performance, warning against losing cultural authenticity to satisfy tourist and luxury market demands.