Italy’s Controversial Tourism Campaign Vanishes: Inquiry Launched on Wasted Public Funds

Italy’s Controversial Tourism Campaign Vanishes: Inquiry Launched on Wasted Public Funds

Italy’s tourism ministry is under scrutiny for its controversial tourism advertising campaign, which has unexpectedly vanished from social media platforms. The inspection court of Lazio has launched an inquiry into the alleged waste of public funds in the ‘Open to Meraviglia’ promotion, which was highly criticized upon its introduction in April.

The campaign, spearheaded by tourism minister Daniela Santanchè, received a wave of denigration for being deemed tacky, awkward, and reliant on stereotypes. These criticisms were further magnified when it was revealed that part of the promotional video was filmed in Slovenia, and an Italian advertising firm purchased the Open to Meraviglia domain name because it was not listed.

As of now, the promotion’s Instagram profile has not been updated since 27 June, and its Twitter, Facebook, and TikTok profiles have disappeared entirely. The publicity video featuring the virtual Venus, portrayed as a virtual influencer dressed in a miniskirt, has also been removed.

In response to inquiries from Fanpage in mid-August, Santanchè claimed that the removal of Venus was a deliberate decision and assured that the virtual influencer would return soon.

The sudden vanishing of the controversial campaign has raised concerns about the misuse of public currency and the effectiveness of the promotion itself. Critics argue that it represents a significant waste of public funds, while others question the validity and impact of using a virtual influencer to promote Italy’s tourism.

This inquiry launched by the inspection court of Lazio aims to shed light on the matter and determine whether there have been any wrongdoing or mismanagement of public funds in the ‘Open to Meraviglia’ campaign.

The controversy surrounding the campaign highlights the importance of responsible use of public funds and the need for transparency in promotional activities. It also serves as a reminder of the complexities involved in modern advertising, particularly when using virtual influencers.

As Italy awaits the findings of the inquiry, the tourism ministry faces the pressing task of rebuilding public trust and reevaluating its approach to promoting the country’s rich cultural heritage and tourism offerings. The outcomes of this investigation will undoubtedly have significant implications for Italy’s tourism industry and the future of its promotional campaigns.