(by Cinzia Conti) (ANSA) - ROME, 29 SEPTEMBER - The overwhelming smile of a child surrounded by a tree full of sun-golden fruits.
The girls sitting on the rocks looking at a sea that is not equal to the world.
And then the many wonderful historical posters by Dudovich, Cambellotti, Boccasile that invited travelers to take Italian holidays.
The National Tourism Agency virtually unveils its historical archive with thousands of finds in a totally digital global exhibition and also in English entitled "Enit and Italy. A great story".
Opening it Alberto Angela remembers how "Italy has the greatest cultural biodiversity on the planet, 3 thousand years of uninterrupted civilization, something that other countries do not have. And it is our duty to preserve this heritage so that it reaches future generations intact, not yet born and who will be able to feel stimulated by these historical connections ".
"The forge of Italian hospitality passes through Enit. Today tourism moves the economy and is a scientific activity, sectorialized and segmented, becoming a product that involves not only material, tangible factors (transport, restaurants, etc.), but which includes and also enhances immaterial factors, such as traditions, local culture, the sense of belonging, emotions "adds the president Enit GiorgioPalmucci.
To remember the importance of Enit all the Italian and foreign embassies intervened for the presentation of the launch of the exhibition of the National Tourism Agency.
"The role of Enit - says the Italian ambassador in Moscow Pasquale Terracciano - also emerges within the Russian Federation. The Agency has been present with a representative office since 1997 shortly after the collapse of the Soviet Union. And it has always understood the potential of a population of 150 million inhabitants all passionate about what Italy can offer. And thanks to the intense activity Enit, which relies on the traditional love that binds our cultures, has managed to make the Peninsula one of the top three favorite nations of Russian travelers ".
"As early as 1921 Enit had sensed the possibility of influencing tourism flows from abroad through campaigns. A winning strategy and it still is," says the Italian ambassador to France Teresa Castaldo.
"Enit put culture back into circulation: for the institution they work on differently renowned artists and painters from different backgrounds" explains Enit Marketing Director Maria Elena Rossi.
Enit director Giovanni Bastianelli gives the numbers of tourism: "The hospitality industry follows an upward trend: in 100 years the tourist movement has exploded from 900 thousand visitors in 1911 to almost 64 million arrivals today.
The contribution to the economic system since 1924 it has gone from 2 and a half billion lire to almost 42 billion euros ".
The exhibition is unique because it is the result of a digital innovation project where a historical archive dialogues directly with a 3D platform.
It will be possible to move 360 degrees and launch in-depth audio guides and use multimedia materials.
Among the works there are also historical posters and photos with excerpts from the film documentary works commissioned by Enit to the famous Italian director Luciano Emmer, which told the beauties of Italy through the storytelling of feelings.
And then the advertising campaigns signed by the best designers of the 30s-40s-50s.
The exhibition is visible on the platform www.mostrevirtuali.enit.it.
The event also celebrates the oldest institution in Italy with the fundamental role played in over a hundred years of history of tourism promotion.
Enit has also initiated the digitization of over 30,000 artifacts to date, on a heritage of 100 million finds of inestimable historical and artistic value, a part of which are contained in the book "Promoting Beauty", the book-event with which Enit celebrated the 100 years old and curated by researcher Manuel Barrese.
(HANDLE).