The Emergence of Food Tourism in Italy: A Diachronic Approach to the Discourse and Translation of Tourist Communication

This study traces the emergence of gastronomic tourism in Italy, by analysing a selection of multilingual brochures and magazines published by the Italian National Tourist Board (ENIT). Since its inception in 1919, ENIT’s advertising campaigns have played a crucial role in shaping Italy’s image as a travel destination. Over the years, ENIT has undergone a significant transformation in its promotional strategies, evolving from promotional print media and art posters to contemporary digital platforms, centred on experiential value and sustainability. The aim has always been to convey Italian culture and hospitality to foreign tourists to encourage them to travel to Italy. Examining ENIT’s discursive strategies of the early days can shed light on how Italy’s external image was constructed over the decades and how narrative patterns have shifted across different geopolitical phases. Focusing specifically on the period between 1930 and 1959 – spanning the rise of fascism in Italy, the interwar years and the post-war reconstruction that served as a precursor to the “Dolce Vita” – this research analyses promotional texts dedicated to Italian cuisine. By exploring this pre-mass tourism era, the study highlights the critical role of translation and intercultural communication in creating and reframing Italian food and wine culture as a relevant marker of national appeal. Through a diachronic analysis of these archival materials, the chapter illustrates how early institutional narratives laid the groundwork for the modern global perception of Italian gastronomy.