In the Name of Beauty

The year Venice will celebrate the 1600th anniversary of its foundation. To mark the occasion Enit decided to dedicate the second volume in its series Promuovere la Bellezza to the lagoon city. The book – designed as the catalogue of the exhibition Promuovere la Bellezza. Venezia 1600 – will be displayed along the calli using the Agency’s communication ecosystem. Venice has always attracted thousands of visitors, enchanted by the appeal of this city built on water, its beautiful views, extensive cultural heritage and traditions, and its ability to be connected to and open to the world. In its role as catalyst to enhance foreign tourist flows in Italy, Enit has always invested in the promotion of the lagoon city, considering it the ‘flagship’ of the best Italy has to offer in terms of culture and tourism. The book analyses the key role played by Venice in its worldwide communication strategy, the instruments it uses, the activities it performs, and the relationship between the lagoon city and its territory in order to comprehensively enhance regional tourism, including the evolution of Cortina from a privileged destination for mountain holidays to the venue of the Winter Olympics in 1956. Using the photographs housed in Enit’s archive, the catalogue ends by proposing a journey in time through Venice – images of a city always ready for new challenges.