The city of Venice announced last Monday (10) the launch of the mascot that accompanies the communication campaign to promote the access ticket to visit the historic center of the lagoon, one of the most coveted destinations in Italy, in 2025.
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This is “Rivo”, a name borrowed from the dialectal word for the verb “arrival”, who presents himself as an expert guide to the city of Venice, who likes to organize himself in advance to make the most of the moment, distancing himself from the rush and the idea of getting to know a city that is not respected.
The mascot will have a clear voice in all languages, thanks to Artificial Intelligence (AI), to advise and clarify tourists arriving in the city. He will communicate useful information by answering the most frequently asked questions, specifying that Venice is ready to welcome and not reject visitors, always respecting the rules.
Rivo will also be the witness of the poster's graphics which, with the same frame and font, will guarantee communicative continuity.
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The communication campaign, designed for the second consecutive year by Crafted, was presented in Milan, at the International Tourism Exchange, by the Tourism Councilor of the Municipality of Venice, Simone Venturini, and by the Operations Director of Vela spa, Fabrizio D'Oria.
The reintroduction of the access fee will come into effect for the second time, after having been tested in the city between April and July 2024, as a measure that seeks to combat predatory tourism and improve coexistence between residents and travelers.
The entry fee was tested on a trial basis for 29 non-sequential days between April 25 and July 14, mainly on weekends, at a value of five euros (R$31). The 2025 trial will include 54 days instead of last year's 29 and will begin from April 18 to May 4 and continue in May and July.
Those who book their ticket up to four days in advance will pay the same five euros as in 2024, but those who decide at the last minute will have to pay double the amount. The fee will be charged from 8:30 am to 16 pm (local time).
“Venice is at the forefront of combating overtourism, and the possibility of booking the 2024 test allowed us to have the attendance figures in this city. The test worked and led us to increase the days,” explained Venturini.
According to him, “the objective is always the same: to define a new system to manage tourist flows and discourage daily tourism in Venice at certain times, in line with the sensitivity and uniqueness of the city, to ensure the full respect it deserves.” (HANDLE)
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