Promote the beauty of Italy and make it more attractive to young people. An objective that Enit-the National Tourism Agency has decided to achieve with the #ProtagonisteItaliane campaign which involves six female social stars (Francesca Crescentini di Tegamini, Rocío Muñoz Morales, Francesca Rocco, Irene Colzi, Ilaria Di Vaio, Fiore Manni ) and committed to telling as many Italian beauties: Milan, Rome, Florence, Matera, Naples, Parma and Perugia. Symbolic places of culture, art, fashion, food and lifestyle and above all places dedicated to sustainability.
This is the first Enit Italia campaign on Italy, therefore focused on enhancing the national territory also in the eyes of domestic travelers. This was reported by Enit in a note. It marks a path of consolidation of collaboration with local authorities and Regions that have contributed to the realization of the experiences by providing a network of cultural and artistic realities of high value and symbolism. Special destinations and experiences to discover and rediscover precious gems hidden in some of the main cities of our country.
The goal of the campaign – explains Enit – is to develop a storytelling of Italian beauties, through the eyes of influencers who, in various ways, are able to intercept an audience and an audience sensitive to these issues and convey the sense of beauty and proximity between the younger groups. A focus to represent from new points of view, through each experience, the soul of the cities involved. And here is the game: the real protagonists of these stories, therefore, are the cities (each with its own identity, just like the influencers).
Italy – according to the Enit study office – stands out for the highest number of cultural locations recognized worldwide and beats China, Germany and Spain for sites. The cultural holiday in the cities of art in the pre-Covid era moved more than 56 percent of the spending of international travelers in Italy who represent half of the visitors to the country, in this sense the cultural journey is the first travel motivation for tourists foreigners in Italy.
But it is not only the great cities of art that are the protectors of culture but the major Unesco sites are concentrated in small towns which therefore avoid the disappearance and even repopulate with tourists. Thanks to the Unesco site, the presences in small towns are therefore growing. The villages have grown exponentially over time if we consider that already only in the pre-Covid era it was noted that 5.3 percent of the municipalities that in 2014 welcomed a maximum of 2 thousand presences, in 2019 rose to over 10 thousand and 5.6 percent of the municipalities that were 1 thousand have reached over 100 thousand.
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