Shaping Italy as a Tourist Destination: Language, Translation, and the DIETALY Project (1919–1959)

Mirella Agorni ()
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Mirella Agorni: Department of Linguistics and Comparative Cultural Studies, Ca’ Foscari University Venice, Dorsoduro 3246, 30123 Venice, Italy

Tourism and Hospitality, 2025, vol. 6, issue 5, 1-18

Abstract: This article presents the initial findings of the DIETALY project (Destination Italy in English Translation Over the Years), which explores the role of language and translation in shaping Italy’s international image as a tourist destination from the 1920s to the 1950s. Focusing on the national tourism agency ENIT, it analyses brochures, booklets and related materials produced for English-speaking markets during a period marked by Fascism, economic depression and post-war reconstruction. The study reveals that translation, localisation and adaptation were pivotal to ENIT’s communication strategy, facilitating cultural representation and adapting discourse in response to cultural, political and market changes. A case study of the Italy brochure series (1920–1937) illustrates the transition from literal translations to more adaptive, market-sensitive forms of linguistic mediation, reflecting growing awareness of audience expectations in Britain and the United States. Alongside this historical inquiry, the DIETALY project is developing a database that systematises the metadata of these dispersed materials. Although still in progress, this database is designed to support future qualitative and quantitative research, complementing the project’s demonstration of how ENIT’s multilingual discourse contributed to the construction of Italy’s identity as an attractive tourist destination for international audiences.

Keywords: tourism promotion; tourism discourse; translation; localisation; transcreation; adaptation; cultural identity; Italy (1920s–1950s); digital humanities (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2025
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