Italy's 'Venere influencer' goes silent for months after controversial campaign launch

The Italian Ministry of Tourism's 'Venere influencer'—a digital avatar based on Botticelli's Venus created for the 'Open to Meraviglia' campaign by Armando Testa—has not posted on Instagram since June 27, 2023. The account, launched in April 2023 amid controversy over fake followers and criticism for using footage shot in Slovenia, has seen its follower count drop below 190,000. The campaign, which cost millions, has been abandoned during peak tourist season, with no activity on Facebook, TikTok, or Twitter. Users have noted the silence, with comments suggesting the social media manager may not have been paid, and the hashtag #prayforVenere has emerged. The Ministry of Tourism continues to post regularly on its own page, while the Ministry of Culture faces separate criticism over museum director vacations.