On the 21st January, the Italian Ministry for Economic Development released a video highlighting some of our strengths and dispelling some common stereotypes about our wonderful country.
You’ll have certainly seen the video on your timeline at least once, we shared it on mass, in a silence reminiscent of liturgy, rarely passing comment, perhaps because we were surprised by its quality.
Stereotypes introduce a different reality, a reality more real, more concrete. The video doesn’t make the mistake of falling into rhetoric that aims to inform and instead strikes the perfect balance between moving the viewer emotionally and broadcasting an institutional message.
Yes, because this is after all an institutional video, a great example of a country’s storytelling… it’s playful, honest, captivating. It deserves to take pride of place on the homepages of Italian online promotion channels because, don’t forget, “tourism is everything that isn’t tourism”. A country/destination can boost its level of tourist appeal in proportion to its competitive ability in the sectors defining it. Tourism does not exist in a vacuum.
Globalisation has forced countries to become more specialised, to flaunt their character, what makes them unique; this strategic value boosts countries’ economic and social development, pushes them to think and act in “business” terms, which is then projected into its marketing projects.
Perhaps it’s time we start acting as a system?