Italy’s Tourism Shines with Real-Life Venus Ambassador in Bold New Campaign

Published on December 22, 2025

Italy’s tourism sector has launched an exciting new campaign aimed at reinvigorating the nation’s appeal to global travellers. The “Welcome to Meraviglia” initiative, spearheaded by Italy’s Ministry of Tourism, is centred on the striking figure of Francesca Faccini, a young Italian woman who embodies Botticelli’s iconic Venus. This fresh approach represents a significant departure from the usual virtual influencers, offering a more authentic and engaging promotional method for showcasing Italy’s rich cultural heritage and diverse travel destinations. The campaign not only aims to attract tourists to the iconic cities of Florence, Venice, and Rome but also shines a spotlight on the hidden gems of Italy’s less‑visited regions.

A Human Touch to Tourism Promotion
The Italian Ministry of Tourism’s new campaign sets itself apart by casting Francesca Faccini as the modern-day incarnation of the celebrated Venus, one of the most renowned figures in Western art. As a student and aspiring actress from Rome, Faccini’s physical resemblance to Venus, with her blonde hair and timeless beauty, positions her as the perfect figure to bring this artistic icon to life. The choice of a live ambassador contrasts sharply with previous campaigns that relied on digital avatars or virtual personalities. Tourism Minister Daniela Santanchè has explained that this shift towards a human face, rather than a digital representation, allows for a deeper, more personal connection with potential travellers.

Faccini’s role is not merely as a symbolic figure, but as an ambassador traversing Italy to explore its rich history, culture, and picturesque landscapes. The campaign focuses on presenting authentic, real experiences, where Faccini shares moments of discovery from well‑known landmarks to quieter, less explored corners of Italy. The idea is to communicate Italy’s story through real-life experiences, inviting tourists to live out the same adventures as Faccini, whether it’s wandering through the streets of Rome or exploring Italy’s stunning countryside.

Boosting Lesser-Known Destinations
While Italy is already a top destination for international tourists, the campaign’s message is clear: the country’s tourism is not only about its famous cities. The “Welcome to Meraviglia” initiative is specifically designed to highlight lesser‑known destinations, particularly in the southern regions and rural areas. Cities like Matera, Lecce, and Cagliari, often overshadowed by more prominent destinations, are now receiving the spotlight they deserve. By incorporating these hidden gems into the narrative, Italy is encouraging travellers to experience a broader, more varied spectrum of the country’s beauty.

The Ministry has also worked closely with the Italian National Tourist Board (ENIT) to ensure that the campaign reaches audiences far and wide. ENIT’s support has been integral in promoting Italy not only through its cultural heritage but also through showcasing local food, traditions, and festivals that make each region unique. This partnership aims to drive sustainable tourism, guiding travellers to explore Italy’s diverse offerings in a way that benefits local communities and economies.

The Power of Social Media in Tourism Promotion
To reach younger and more digitally engaged travellers, the campaign heavily leverages social media platforms such as Instagram and TikTok. Through these platforms, Faccini will share her travel experiences, including snapshots of hidden landscapes, delicious food, and interactions with local artisans. The #VenereItalia23 hashtag will further amplify the campaign’s reach, allowing audiences to follow Faccini’s journey and interact with Italy’s tourism narrative directly.

This digital approach is paired with more traditional forms of advertising, ensuring that the campaign resonates with a wide range of potential tourists. By targeting millennials and Gen Z travellers, the campaign aims to build a new generation of Italy fans who are not only attracted to the well‑known tourist sites but are also eager to discover new experiences, helping to balance tourism distribution across the country.

Italy’s Competitive Edge in Global Tourism
As the tourism industry becomes more competitive, Italy’s Ministry of Tourism is determined to position the country as not only a cultural powerhouse but also as a destination where every traveller can find something unique. The “Welcome to Meraviglia” campaign taps into Italy’s artistic heritage while ensuring that it meets modern traveller expectations. Faccini’s journey is more than just a visual representation of Venus; it is an invitation to experience the very essence of Italy—its beauty, history, and vibrant culture.

Tourism experts predict that the campaign will be a major success, particularly in terms of increasing international arrivals and encouraging off-season travel. The use of a real-life ambassador brings authenticity and warmth to the campaign, making Italy feel more accessible and welcoming.

Sustainable Tourism and Economic Growth
While the campaign focuses on promoting Italy’s art, culture, and landscapes, it also aligns with sustainable tourism practices. By showcasing lesser-known areas and encouraging a more even distribution of visitors, the campaign can help reduce overcrowding in major cities while boosting the local economies of smaller towns. Italy’s Ministry of Tourism sees this as an essential step towards ensuring the long-term health of its tourism sector, benefiting both the environment and the people who call Italy home.

Conclusion: Embracing Italy’s Timeless Beauty
Through the Welcome to Meraviglia campaign, Italy is embracing the future of tourism marketing while staying true to its cultural roots. With Francesca Faccini as a living tribute to Botticelli’s Venus, this campaign represents a fresh approach to showcasing the many facets of Italy that continue to captivate the hearts of travellers around the world. As Faccini explores Italy’s wonders, she offers a personal invitation to experience the magic of Italy—its stunning art, unforgettable landscapes, and diverse traditions. Italy’s tourism sector is poised to flourish as it builds on the successes of this unique, human‑centred campaign.