Italy Joins US, UK, UAE, Spain, and Egypt in Launching Bold Art-Driven Tourism Campaigns for 2025 – How Sculptures, Paintings, and Masterpieces Are Shaping Travel Trends?

Published on December 22, 2025

By: Paramita Sarkar

As global tourism continues to evolve, Italy, US, UK, France, Saudi Arabia, and Egypt are leading the way with bold, art-driven campaigns in 2025. These countries are leveraging their rich cultural heritage and iconic artworks to not only attract travelers but to reshape how people experience destinations. From Italy’s humanized reboot of Botticelli’s Venus to the monumental sculptures in Saudi Arabia and the groundbreaking art initiatives in the UAE and Egypt, these nations are using art as a universal language to connect with visitors. Whether through sculptures, paintings, or interactive art trails, these campaigns are revolutionizing tourism branding and offering travelers deeper, more immersive cultural experiences.

From Italy’s Venus to Abu Dhabi’s highway gallery, art has become the backbone of tourism branding, engaging visitors on an emotional level while promoting local culture and heritage. As these art tourism initiatives continue to evolve, they are redefining the future of global travel and cultural diplomacy.

Who Are the Leading Countries in 2025’s Art-Led Tourism Campaigns?

The countries featured in the 2025 art-led tourism campaigns are taking a novel approach by using some of the world’s most recognizable artworks and sculptures to engage tourists. These efforts are rooted in the concept of cultural diplomacy, where art becomes an international language for connection and promotion.

• Italy has continued to build on its controversial Venus campaign but has shifted towards a more authentic and human-centered approach with the 2025 reboot of “Welcome to Meraviglia”.
• Egypt’s Grand Egyptian Museum (GEM) opening features a striking campaign around Ramses II, welcoming visitors with an iconic 83-ton red granite statue.
• UAE has created the “Highway Gallery” along the E11 highway, where drivers can enjoy an art exhibition with a high-definition audio guide as they travel from Dubai to Abu Dhabi.
• Saudi Arabia’s Tuwaiq Sculpture project is transforming Riyadh into an open-air museum with massive public sculptures, all contributing to the country’s cultural renaissance.
• Spain focuses its campaign on Picasso and the Guggenheim, highlighting art beyond the typical beach destinations in an effort to promote the Art Triangle in the Basque Country.

These campaigns not only promote local art and culture but aim to make art accessible in new and innovative ways, pushing the boundaries of traditional tourism marketing.

What Are the Specific Campaigns in 2025 and 2026?

The year 2025 marks a significant turning point in art-based tourism campaigns, with several countries rolling out bold initiatives that use art to not only boost tourism but reimagine how visitors experience culture. These campaigns leverage both traditional art forms and modern technology, creating immersive experiences that resonate with a global audience. Here’s a closer look at the top art-led tourism campaigns:

Italy: The Reboot of the “Venus” Campaign

• Original Campaign (2023): Italy’s “Venus” campaign launched in 2023 with a virtual version of Botticelli’s Venus. The AI-generated influencer, depicted in modern settings, including taking selfies at the Colosseum and eating pizza by Lake Como, faced significant backlash for its artificiality and reliance on stock footage.
• Reboot (2025): In response to the criticism, Italy relaunched the campaign with “Welcome to Meraviglia” in 2025, featuring a real-life ambassador, Francesca Faccini, an actress who resembles Venus. The new campaign shifts focus to “slow tourism”, directing tourists to hidden gems in Italy, away from the overcrowded hotspots.
• Key Sites: The campaign invites visitors to experience Italy’s quieter regions, including picturesque Sicilian villages, historic Tuscan towns, and unspoiled coastal areas.

France: “The Year of Cézanne 2025/2026” in Aix-en-Provence

Aix-en-Provence has been turned into a living tribute to Paul Cézanne, celebrating his legacy and work in an immersive way.

• In the Master’s Footsteps Trail: This self-guided walking tour allows visitors to follow the bronze “C” studs embedded in the sidewalks of the city, leading from Cézanne’s birthplace to his final resting place at Saint-Pierre Cemetery.
• The Reopened Jas de Bouffan: Cézanne’s family estate has been reopened in phases, becoming the heart of the 2026 visitor experience, featuring the parkland and walls he famously painted.
• Atelier des Lauves: Now a renovated sanctuary, Cézanne’s studio is preserved as it was, offering tourists the chance to see the actual objects featured in his still-life masterpieces.
• Bibémus Quarries: A 7-hectare open-air museum that showcases the exact viewpoints that inspired Cézanne’s work, with guided tours booked weeks in advance.

USA: San Francisco’s “Ruth Asawa Centenary” (2026)

In 2026, San Francisco will celebrate Ruth Asawa’s centennial with a unique public sculpture tour and community events.

• The Sculpture Hunt: Asawa’s most iconic works, such as the Hyatt Regency Fountain, Ghirardelli Square’s “Andrea” mermaid fountain, and the Garden of Remembrance at SFSU, will be featured in a sculpture hunt throughout the city. Visitors can explore these works as part of a self-guided tour.
• Centenary Events: Special free community days at SFMOMA will engage local residents and tourists alike with Asawa’s legacy in wire-weaving and public art.

Scotland: “The Heart of Falkirk Trail”

Scotland has turned its famous Kelpies sculptures into the anchor for a massive tourism initiative.

• The Trail: A 10-mile (16km) circular trail connects the Helix Park (home to the 100ft-tall Kelpies) with the Falkirk Wheel and Callendar House, offering an accessible route for walking and biking.
• Accessibility: This trail is designed for all-access tourism, offering easy access year-round with illuminated sculptures at night for a unique artistic perspective.

UAE: “The Highway Gallery” & Art Week

Abu Dhabi has taken art and tourism to new heights with its Highway Gallery, using billboards to create a massive traveling museum.

• Highway Gallery: Along the E11 highway between Dubai and Abu Dhabi, 10 billboards display famous artworks from the Louvre Abu Dhabi. As drivers approach the billboards, their car radio automatically triggers an audio guide explaining the history and significance of the artwork.
• Abu Dhabi Art: The city hosts an annual art fair in November, and its “Beyond Emerging Artists” campaign continues throughout the year with massive art commissions placed in public spaces.

The Future of Art in Tourism: Bridging the Gap Between Culture and Technology

Art-led tourism is more than just a trend; it is a reflection of how modern travelers want to experience the world. These campaigns not only celebrate local culture but also provide travelers with immersive, interactive experiences that are memorable and meaningful. Whether it’s walking through Cézanne’s Provence or exploring Asawa’s sculptures in San Francisco, visitors can engage directly with the art that defines these locations.

By focusing on authenticity and innovation, these countries are reimagining tourism as a cultural experience that brings visitors closer to the heart of their heritage. As more countries embrace the power of art-based tourism, the global travel industry will continue to evolve, offering experiences that go beyond sightseeing to include cultural immersion and artistic discovery.

Conclusion: The Power of Art in Tourism

The growing trend of art-led tourism campaigns demonstrates that art is more than just an aesthetic pursuit—it’s a powerful tool for cultural diplomacy, attracting travelers from across the globe. From Italy’s Venus to Egypt’s Ramses II, countries are reimagining their tourism offerings to create more engaging, meaningful travel experiences. As 2025 and 2026 unfold, expect to see even more groundbreaking campaigns that blend the best of art, culture, and technology to create a new era of tourism.