Imagining a New Italy to Create Italians. Le Vie d’Italia from 1917 to 1935

This article is situated in the framework of the editorial products through which Touring reinvented tourism and travel in the early part of the 1900s. It concentrates on the magazine Le Vie d’Italia, proposing a rereading starting from the covers, which, up through 1935, exhibited a product, or rather, an Italian product brand each month in place of the traditional beauty of the landscape. These covers/manifestos suggest a new visual of the landscape and build the new view for Italians, relying on the rhetorical mechanism—amply tested historically—of figures of the landscape operating as a topic.