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**Italy’s Controversial Virtual Venus Campaign Targets Chinese Tourists **
Italy’s “Open to Meraviglia” campaign, a â?¬9 million project, aims to rejuvenate its tourism sector by utilizing a virtual influencer, a modernized depiction of Venus from Sandro Botticelli’s famous painting “The Birth of Venus.” Venus, symbolizing rebirth and renewal, dons contemporary attire and guides viewers through Italyâ??s rich heritage, landscapes, culinary arts, and diverse attractions, all portrayed with the aid of Artificial Intelligence technology.
While the intention is to modernize Italyâ??s image and appeal to a younger, more digitally-oriented audience, including the significant market of Chinese tourists, by being present on platforms like WeChat and in locations like airports, it has faced substantial backlash. Critics argue that the campaign trivializes Italyâ??s rich heritage. The portrayal of Venus in this innovative light has been seen as controversial and has sparked discussions on whether such modern representations dilute the essence of Italyâ??s extensive cultural and historical legacy.
Despite the criticisms, the Italian Ministry of Tourism is optimistic that this novel blending of art and technology can enhance Italy’s global visibility as a premier tourist destination, presenting the splendors of Italian culture to the international community, especially to the Chinese audience, through a contemporary perspective. They believe the virtual, modern-day Venus will resonate with the younger generation and amplify interest in exploring Italy.
https://www.chinadailyhk.com/article/352970