An Italian tourist destination is selling cans of its air, and they come at a price.

According to the sellers, the cans containing air from Lake Como have a special appeal to American tourists. These cans, priced at £8.40 each, are being marketed to unsuspecting tourists at various locations around the lake, including a bookshop, a restaurant, and two other popular destinations. Featuring an aerial image of a motorboat gliding across the picturesque Italian lake, these cans have been available since the beginning of October.

Davide Abagnale, a consultant for Italy Comunica, the marketing company behind this idea, believes that these cans will be a hit among American tourists. He attributes this to the increasing number of visitors to the region since the famous Hollywood actor George Clooney purchased a villa on the lake over a decade ago. Mr. Abagnale shared, "We wanted to create a souvenir that people could easily take home with them in their suitcases. However, once the can is opened, it loses some of its charm."

While Mr. Abagnale is enthusiastic about this idea, not everyone shares his sentiments. Some locals have expressed their disapproval of this gimmick. One person told a news agency, "I think it's better to actually breathe the air of Como. Buying it just doesn't give the same satisfaction." Another person said that the cans made them feel "ashamed."

Despite the mixed reactions, tourism is flourishing in the Lombardy region, with a record 5.6 million visitors last year, according to the region's observatory. The cans, which are imported from the Netherlands and sealed in Como, were inspired by a similar product sold in New York for many years. This concept is believed to have originated in post-war Naples, where empty food containers left by American soldiers were repackaged and sold as souvenirs.

Interestingly, this idea may have been inspired by the French artist Marcel Duchamp, who in 1919 labeled a 50cc empty vial as "Air de Paris" and gifted it to a friend. As more and more tourists flock to the region, there have been some challenges as well. In September, the village of Bellagio, located on the shores of Lake Como, had to restrict tour groups to 25 people and banned the use of megaphones by tour guides due to overcrowding.

Alessandro Rapinese, a local mayor who has previously suggested implementing a Venice-style entry fee for the region, admitted that the canned air would not be his first choice of souvenir. However, he added, "If someone wants to take away a bit of our air, please feel free to do so." Although the cans are currently only available in Como, Mr. Abagnale mentioned the possibility of expanding sales online in the future.

So, if you're planning a trip to Lake Como and want a unique souvenir to take back home, don't forget to grab a can of "fresh" air from this picturesque destination. And while you're at it, join our community on WhatsApp for the latest news and juicy stories from Metro.

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