Air for NIS 40? Italy finds another way to scam tourists

Have you ever dreamed of bringing home a souvenir from your perfect vacation abroad? The company ItalyComunica offers a unique solution: A can containing 400 ml of pure air from Italy's Lake Como, priced at no less than NIS 40.

Lake Como, which has become one of Italy's most sought-after destinations in recent years, attracts millions of visitors each year. Its popularity has risen even further thanks to its famous neighbors — George and Amal Clooney — and well-known movies filmed in the area, such as "Casino Royale" and "House of Gucci."

Lake Como sells cans of AIR for $11 each - with US tourists seen as likely buyers https://t.co/AcXuL52ezW

— Zicutake USA Comment (@Zicutake) November 5, 2024

The innovative idea was introduced by Davide Avagnale, a marketing expert who decided to turn Italian air into a tangible souvenir. "This is not just a souvenir; it's a tangible memory you'll carry in your heart," he explains. After use, the can can serve as a stylish pen holder.

הצגת פוסט זה באינסטגרם

‏‎פוסט משותף על ידי ‏‎Lake Como‎‏ (@‏‎lake_como_italy‎‏)‎‏

However, not everyone is thrilled about the idea. The mayor of Como, Alessandro Rapinese, prefers tourists to take home more traditional souvenirs, like the region's famous silk scarves. "It’s an original idea, but not for everyone," he says.

Meanwhile, the gimmick has become a joke on social media, with most reactions questioning whether it's a prank and wondering who would be "crazy" enough to buy such a thing.

Interestingly, Como is not the first to sell canned air. Naples has been doing it for years, and companies worldwide — from the UK to Canada — offer "authentic air" from famous locations.