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Partner Wandering Italy express indignation at the latest Tuscany promotion campaign. This features an Italian actress prancing through Tuscan countryside to the accompaniment of soul-stirring opera (well, actually a bit Mary-Poppins for my taste!)

Tuscany’s vineyard from rayced

Author James Martin does not particularly like the idea of Tuscany as a re-fangled classy destination. He much prefers the idea of visiting a rustic, open, colourful and unspoilt landscape, mostly populated by happy land-workers merrily going about their daily tasks while also enjoying the fruits of their labours. I.e. the quintessential Tuscany as mainly advertised, until recently at least. Martin suggests they “send out a bunch of bloggers and let them find those little places that exemplify the spirit of Tuscany most of us crave.” Well, that last bit is certainly music to my particular ears!

But wait a moment! How about the great cities of Florence and Pisa, what of Chianti and Siena, and even Vinci, the birthtown of Leonardo? Surely, they go together with the gorgeous, colourful landscape; they evolved simultaneously – perhaps you cannot have one lot without the other.

So, maybe horses for courses? How about different sorts of advertising campaigns for the different constituents of Tuscany, in order to appeal to the variety of tastes and perceptions about the region? Perhaps trying to mix and match the notions of ‘countryside’ with ‘culture’ might not be the best idea in this case, as it patently offends those in love with the area. That is, as long as the Tourist board is not only touting for those tourists who, for some unfathomable reason, come flying to Italy, only to appreciate opera, since they surely must be the biggest spenders! As if Italy wasn’t expensive enough already!