Italy's 'Open to meraviglia' tourism campaign faces backlash over Botticelli virtual influencer and stock footage

Enit's new tourism campaign 'Italia. Open to meraviglia' has sparked controversy for using a virtual influencer version of Botticelli's Venus, created by agency Armando Testa. The promotional video, directed by a Dutch filmmaker, includes stock footage from Artgrid showing a Slovenian wine cellar and bottle, not Italian ones. The campaign's claim of welcoming the world contrasts with the government's restrictive migration policies. Minister of Tourism Daniela Santanché defended the €9 million investment, stating it targets younger audiences and covers global advertising spaces. Critics argue the campaign is kitsch, culturally offensive, and uses stereotypical imagery. Despite the backlash, Italy remains a top tourist destination, with Demoskopika forecasting nearly 61 million foreign arrivals in 2023.