Visit Italy!

The exhibition is a never-before-seen account of the fascinating history of Italian tourism promotion, from the end of the 19th century to the early years of reconstruction after the Second World War, through two hundred posters, hundreds of illustrated guides and leafletsaccompanied by many iconic objects.

Edited by Dario Cimorelli e John C.F. VillaDirector of Palazzo Madama, the exhibition traces the evolution of the tourism poster through the great protagonists of Italian illustration of the early 20th century. From the first advertising testimonies signed by important names such as Leopold Metlicovitz and the young Marcello Dudovichalongside artists such as Hector Titus, Ettore Ximenes, Galileo Chiniuntil the birth in 1919 of ENIT, the National Agency for the Development of Tourism Industrieswith which commissions begin to follow different rules. 

The exhibition itinerary, set up in the Senate Hall, develops in five major sections that allow a journey into the creation of the Italian imagination. Starting from the Alps and following the Apennine ridge, you will reach the wonder of our islands and then go up the Italy of the thermal watersof the sea and beachesof the entertainment and sport, health and the Belle Époquediscovering what was to become the myth of post-World War II Italy.