Massimo Bottura, one of the most influential chefs in the world, is the new Ambassador of Italian tourism globally and for ENIT, the Italian Government Tourist Board. In fact, since the Italian tourism agency is strongly promoting food and wine tourism, Bottura will succeed Roberto Bolle in the advertising campaign scheduled in the United States, the United Kingdom, Germany and many other countries. The ongoing food and wine advertising campaigns focus on two themes: Italian Lunch Break and Italian Shopping, while to relaunch Italy in the world, chef Bottura also provides valuable advice on exclusive destinations on the official ENIT website, highlighting the country’s strengths at the intersection of food, art and culture. "In almost every city and town in Italy there are monuments and stunning sites – he says - In every museum you find a masterpiece that excites you and from which you learn something".
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