The Ministry of Tourism has chosen Francesca Faccini, 23, as the new Venus for the Welcome to Wonder tourism campaign. After a first phase entrusted to a virtual Venus, the project marks the transition to a real presence, with the young actress and model as the main face of Italian tourism promotion on social media. Faccini will be active mainly on Instagram, through the official Venereitalia23 and IG_Italia accounts, where she will post content related to the ministry’s initiatives.
As Open magazine reports, the total budget of the campaign amounts to 138 thousand euros, including filming on the territory, editing, post-production and content publication. The amount is lower than in the previous campaign, signaling a more restrained management of resources allocated to ministerial communication. Faccini’s selection was done through an informal screening involving about 300 applicants. After an initial skimming, the number of participants was reduced to 50, and then to 20. The final choice was made by the ministry itself. Pierluigi Pantaleoni, the owner of the agency in charge, indicated that the main criterion was the search for a soapy, young, Italian girl with physical and behavioral characteristics deemed similar to those of Botticelli’s Venus. In fact, according to Pantaleoni, the ministry was looking for a figure who was neither excessively beautiful nor unattractive, but representative of what is expected of Italian girls in terms of image and personality.
The project was awarded below the threshold through the Public Administration Electronic Marketplace, a procedure that allows direct management without open public bidding. The operation marks an important step in the communication strategy of the Ministry of Tourism, which aims to enhance the Italian image through the figure of Venus as a symbol of beauty and authenticity, privileging visibility on social channels over traditional promotion. Francesca Faccini’s resume includes participations in Mediaset television series and short films, experience that contributes to her ability to manage the media presence required by the role. The decision to entrust tourism promotion to a young and recognizable face is thus part of a trend in public communication campaigns, which seek to combine aesthetic recognizability and immediate usability on social networks.
With the launch of the campaign, the Ministry of Tourism is moving from the virtual Venus, previously used for online promotion, to a real figure capable of interacting directly with the public and generating audiovisual content on the ground. The operation aims to strengthen the image of Italy as a tourist destination by associating the idea of wonder with a concrete and representative human presence. The project has also attracted attention for its low budget compared to the figures normally associated with ministerial campaigns.
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| Santanchè's Venus now has a face. A 23-year-old girl chosen |
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