On 25 April 2023, AITI (Associazione Italiana Traduttori e Interpreti (https://aiti NULL.org/it)) wrote a letter (https://aiti NULL.org/it/news-formazione-eventi/archivio-news/lettera-di-aiti-al-ministero-del-turismo-sulla-traduzione-del) to the Italian Minister of Tourism Daniela Santanchè and to the Italian National Tourist Board (ENIT) condemning the atrocious quality of the national campaign “Open to Meraviglia” (Open to Wonder) “to promote our nation and Italian excellence” The multilingual campaign was evidently translated by A.I. without any human post-editing and the result was lamentable, so lamentable that since the deluge of criticisms online, it has been partially taken down.

AITI’s plea is to recognize the importance of involving professional translators and interpreters, underlining the need for Italian public institutions to realize that vision and competence are both essential in equal measure. Only then will Italians really be able to promote the image of their wonderful country abroad.