
As Aristotle stated, ‘A great city should not be confounded with a populous one’. No other places in the world are so great by reason of their beauty as the many small- and medium-sized towns and the thousand and more villages of Italy. Travelling between one such place and another it is easy to behold in wonder so much beauty. ‘Beautification’ is the name of the current of beauty that throws light on the aesthetic values of those towns and villages, enhancing their knowledge. ‘Knowledgefication’ is the name we shall give to the current of knowledge that arouses love for beauty. The two currents together promote a harmonious social and aesthetical order that enhances the quality of living. Policy makers and civil society have a responsibility to keep intact the beauty of the Italian cultural heritage and its landscapes, relentlessly pursuing the objective of providing power to these two currents.
Wonderful places to visit certainly attract tourists, but what matters most is the attraction of the right kind of citizens and the best talents from all over the world. Traditional and digital tourism on the one hand and, on the other, brain circulation (mobility in a physical sense that stimulates face-to-face communication) and brain waves (mobility in a virtual sense that takes advantage of new, open-space technologies) are reflective destinations capable of arousing emotion in a game of crossed eyes. It would be a manifest error of appreciation to consider digital tourism and brain waves as an alternative to the decay of beauty caused by feeble-mindedness, indecisiveness and wrong and inefficient decisions.