Virtual Venus to lure tourists to Italy

Italy will forge closer travel ties with China, including the Hong Kong Special Administrative Region, by hosting various events that cover culture, fashion, music as well as sports, the European nation’s minister of tourism told China Daily.

“We are very determined to push forward our travel campaign,” Daniela Santanche said in an exclusive interview on Sept 20.

“Our new ambassador, Venus (based on the painting The Birth of Venus by Sandro Botticelli, an Italian painter of the Early Renaissance), is one of the (principal tools) for this campaign, and will be online on the WeChat platform and very soon you will also see her in the airports and other platforms,” Santanche said.

Italy is the partner country of the Global Tourism Economy Forum 2023, which was being held in China’s Macao Special Administrative Region.

At a media briefing in Hong Kong, Italy’s global tourism promotion campaign, titled “Open To Wonder”, was introduced to the public.

Venus was chosen as the perfect representation of Italy on the global stage. “She is one of the most recognizable figures worldwide and is the star of the new international campaign” by Italy’s tourism ministry and other agencies including the Italian National Tourist Board, the minister said.

A symbol of the Renaissance, Venus represents rebirth and renewal, and is therefore an apt choice to represent the Italian tourism sector.

Recognizable due to her distinctive gaze and unique hair, this modern-day Venus — created with the help of artificial intelligence technology — takes on the role of a “virtual influencer”, journeying across Italy to present the marvels of Italian culture to the world. Dressed in modern-day designer clothing, she highlights the country’s stunning landscapes, cities renowned for their art, charming villages, delectable culinary delights, and a diverse array of other attractions that make Italy’s heritage genuinely one of a kind.

“The campaign is designed to sell our nation and its excellence in an unprecedented way, never before seen in Italy: Venus will progressively appear on all national and international railways, televisions, and airports,” Santanche told reporters.

“Botticelli’s Venus, symbolizing rebirth and the spring that blossoms after the harsh pandemic winter, is the exceptional ambassador who takes us by the hand and guides us on this journey.”

Santanche’s visit to the Hong Kong Special Administrative Region, along with an official delegation, marks a a key stop on a tour that includes Seoul, Shanghai, and Macao.

Discussing hopes of attracting Chinese visitors to Italy and promoting Italian tourism in China, the Italian minister said: “We don’t see any obstacles; we only see opportunities, because China and Italy share so many things.”

Santanche said in her China Daily interview that Italy is well placed to boost tourism further. “We have much financial support from the government,” she said, adding that there are high hopes for southern Italy which has beautiful natural landscapes.

“Italy has multiple UNESCO (World Heritage) sites,” Santanche said. “We are financing renovation of historical sites and we are working a lot on digitalization because it is very important for the younger generation. We believe that tourism can bring lots of job opportunities for the new generation.”