Silvio Berlusconi appears on TV advert urging Italians to take staycation

Published on Wednesday 7 July 2010 18:24

ITALY'S Silvio Berlusconi has become the first serving prime minister to make a television advert encouraging people to take their holidays at home.

The 30 second promo, called "The Magic Of Italy", features the voice of the former cruise ship crooner extolling the beauty and benefits of having a "staycation".

On the video, Mr Berlusconi, 73, can be heard describing Italy as a "unique country, made of sea and sun but also history, culture and art; an extraordinary place that you have yet to discover".

As he speaks, a camera flies over Italian monuments and sites such as Michelangelo's statue of David in Florence's Accademia Gallery, Siena and Venice.

The majority of Italians tend to go abroad for their summer holidays but spiralling costs and the poor economy has meant more people are staying put this year to save money.

However, Mr Berlusconi is actively encouraging them to get out and about to explore the beauty of Italy and visit places that foreign tourists may well be familiar with but Italians are not.

It is the first time that a serving Italian prime minister has appeared in a TV campaign promoting domestic tourism and it is also believed to be the first for any leader.

In his advert, which will be screened on TV over the next few weeks, Mr Berlusconi adds: "Use your holidays to get to know Italy better, your magical Italy."