Something seems to be moving on the front of attention to Italian outdoor tourism. In fact, Assocamp (the National Association of Recreational Vehicle and Camping Equipment Operators) was officially invited to the presentation of the international promotional campaign “Italia: Open to Meraviglia“, created by the Ministry of Tourism and ENIT with the contribution of the Department of Information and Publishing of the Prime Minister’s Office. Assocamp was the only significant presence of the Italian outdoor world.
The president Ester Bordino and the councilor Monica Magli then went to Rome, taking the opportunity to personally meet the Minister of Tourism Daniela Santanchè and the managing director of ENIT Ivana Jelenic. The two institutional representatives listened with interest to the representation of the needs of the recreational vehicle sector, focused above all on the need to increase the number of areas available for those who use an RV. Bordino also jumped at Santanché’s affirmation on the need to seasonally adjust tourism, explaining how the itinerant tourist is an ideal candidate for touring Italy even in periods of lower affluence. Partly because these are often people without children, therefore not tied to school calendars, perhaps retired and often from abroad, where the working calendar is marked differently from Italy.
Institution at work
“We were invited to the presentation,” said Ester Bordino, “we spoke to Daniela Santanchè and Ivana Jelinic and we asked both of them what the institutional commitment was for itinerant tourism, trying to figure out if they were thinking about any specific action. The answer was that they are working to try to understand if and how it is possible to increase the number of rest areas”. The president of Assocamp also highlighted that one of the problems is the prolonged closure of areas and campsites, often from September to April, which does not go in the direction of the desired seasonal adjustment.
The dialogue initiated between Assocamp, the Ministry and ENIT therefore opens a window for issues related to outdoor tourism to emerge within the broader context of national and international tourism, also taking into account the fact that many of the presences linked to the use of the recreational vehicle come from abroad, especially from Germany.
The promotional campaign presented in Rome and intended for foreign markets leverages a testimonial capable of representing Italy in the world. Someone very modern, but with a great history behind them. It is the Venus of Sandro Botticelli, one of the best-known women in the world. Recognizable by all through the look and the unmistakable sign of her hair, this new Venus, as a virtual influencer, will travel throughout the peninsula presenting the “wonder” of Italian spirit to the world, describing its landscapes, the iconic destinations of the cities of art as well as the small villages, the typical food and wine, and the many variations of the rich and colorful tourist offer that make Italy’s heritage so unique.
