Is Social Media Changing Italy? | Local Aromas from Italy

[00:00:00]It's such a shame because they come, they have fun thinking that that's very Italian shouting on the patus.

[00:00:09]>> They leave trash all over. It's that kind of tourism that you know I don't I don't like.

[00:00:18]>> Welcome to Local Romance from Italy. We are two Italian sisters living in Italy and we'll help you discover the Italy you never knew existed. I am Valeria and I am Benedicta and we're so happy to have you here today. Let's talk about how social media is impacting Italy. But before, let's start with a colmo, an Italian ultimate irony.

[00:00:45]What is the ultimate irony for a snail not being able to find its way home?

[00:00:53][laughter] Allora yesterday, >> okay, >> I went out.

[00:01:01]>> I was walking in the city center.

[00:01:03]Actually, I was walking on via de la Croch >> Val. I don't know if you've been recently. It is >> embarrassing. I as a Roman was embarrassed to see that beautiful road that then takes from Vid Kusha all the way practically to the Spanish steps.

[00:01:21]>> I had plastic flowers around all the shops. I mean, it's just it it's just like No, >> I had the exact same feeling because I was walking around V Corso and stuff like that and I had the exact same feeling because Voce is a street that I used to go off and it was so nice with the little shops and it it just I felt the pain as I walk there.

[00:01:50]>> It is.

[00:01:52]It's just so sad. I mean, all those fake plastic flowers. I mean, there's not one shop that does not have all these fake plastic flowers big and all these tables outside with all these checkered ch.

[00:02:05]It's just like it's like like flashlights of everything that could not be more touristy, but in a negative >> in a negative way >> because it goes to disrupt >> the beauty of of the city center.

[00:02:20]>> It's not just it's not just there. There are a lot of other streets in Rome that I've seen and you know that has me thinking because in a way Italy has always had tourism always but what changed is now we have social media >> and and it's it's you know >> you know you could talk about about this in many different you know in many in many different ways and something with social media which I use which we use as work >> which is wonderful >> but I feel that it is not used purposefully >> in tourism because now it's no longer about visiting a local culture um going interacting and learning and enjoying that now it's just it's all about me now it's all about I have to show that I'm traveling and I have to do things that other People tell me, non-Italians tell me that that is something to do so that I can post it.

[00:03:27]>> See, and everything has to be picture perfect.

[00:03:30]>> Everything is picture perfect and it absolutely makes no sense.

[00:03:35]>> But this is the problem.

[00:03:38]>> Okay, go tell me. Tell me. Tell me what what is the problem, Valeria? Oh gosh, we're getting comfortable here. Okay.

[00:03:44][laughter] >> Now, the problem is >> see >> that tourism and tourists are usually not the problem other than I mean the social media thing that we were saying, but it's it's also the locals that want to give the tourists what they want.

[00:04:05]>> So, here in Rome, we have lemons.

[00:04:08][laughter] We have it's just all these things that have nothing to do and locals just want to get as much money as they can. Who cares about our traditions? Who cares about the quality of our food? Who cares about that's what you want? You want to have a lot maciato with spices and almond milk which is like very far away from our culture. You want it, I'll give it to you. Give me >> 10. I know. Sato. And that goes for many things though. Yeah.

[00:04:37]>> Many things. Because now, when have we eaten pasta out of pans at a restaurant?

[00:04:44]>> My gosh.

[00:04:45]>> As if we do that on a daily basis. That does not happen. But now, if you don't have your pasta served in in an in a pot and a pan, it's that's like because you take a picture and that is social media.

[00:04:57]And that is just so wrong.

[00:05:00]>> It's wrong. And and it's like going in circles. You're going around in circles because what happens when because now somebody on social media and it's usually people that are not local >> that come here they probably stay three days in Rome or just in Italy in general and it's okay they say what you do and you don't have you have to come here and so all these people just follow say >> these trends let's trends and these influencers that it's not about their purpose is not so much about sharing the beauty of the local culture. It's just about themselves >> and that is the kind of social media that is impacting Italy negatively >> because look look at what happened to >> Tra once upon a time was a very very beautiful neighborhood. Now you cannot go because it has become Disney World.

[00:06:07]Since when are these parties in Peter Loose? Everybody yelling and shouting and everybody dancing with beers. That's not part of of of who we are. And it's not us being, you know, pointing fingers. But that then does impact, however, the life of because it's become very very impacted by this new trends of of of social media, but in a negative way.

[00:06:32]>> In a very negative way. And also what people don't realize well first of all you know by promoting these when tourist when these um you know these Instagrammable uh >> situations >> tick tockable things happen. First of all you're giving money to people who just want your money.

[00:06:51]>> They don't care about you're not return customers. They just want and so what you are actually financing this this they open one shop after the other and they close the local ones that really are there trying to like hold on to but then they have they have to close because everybody wants they wait in line to eat pasta out of a an aluminum pot. I mean it's and then you know what I've noticed I was reading on the papers has also now become a little dangerous.

[00:07:26]>> I heard that too >> because tourists I mean here they are careless and having fun and having their phone and their money and the things and they brought in that time of the day >> the people like the dishonest locals.

[00:07:42]>> Why not? They're all there. It's like fishing in in in an open sea. They're all there and let's take advantage of it. I heard that that it's not becoming >> I would not have my kids walk at night crossing that part because it's not safe. It's not that they're going to, you know, they're not going to, it's not, you know, >> see, >> but they can steal, they can rob, but they can and it's it's such a shame because they come, >> they have fun thinking that that's very Italian shouting on the pat.

[00:08:12]>> They leave trash all over. It's that kind of tourism that, >> you know, I don't I don't like. And it's that kind of social media people that in some way with local aromas, we want to contrast. See, >> why don't we ever talk about the places that we go to?

[00:08:32]>> Cuz we either we take you or we don't want you to to because we're protecting them.

[00:08:36]>> We want to protect them.

[00:08:37]>> Well, why did we move away? Remember? I mean, we I mean, we had all our tours in the area around, but all of our favorite spots succumbed to this outrageous demand for what I think is Italian, but it's not. And and it's such a pity and it broke our heart. So, we just moved to places where you actually see people that you don't hear people speak English. You don't see tourists. Places are still original and that's why we never share our faith. It >> used to be that way because it's very difficult. It's very difficult when you have all the shiny shiny shiny under your eyes, >> you know, >> and it's very difficult to fight. And so, um, that's why, you know, we just we never share our favorite spots on social media. We do share them inside of our community because that we we share our our personal information with people that have taken that extra step >> and committed to being part of our family. like like that shows us that they really do care because you need a lot of respect and that is why even when we talk about other towns and cities and things like that they are so virgin towards the I mean they would benefit from tourism but I don't want them to be contaminated because once they see all the money that they could be making I've seen places that we would once love >> Florence >> yes >> ch we went to Florence the other day to to sort of check out our you know the the the new itinerary for the food tour because again I don't want to be in the city center of Florence anymore val it is again like Rochia shops with all these flowers these fake flowers people are just and it's just no so we moved to a beautiful part of Florence I didn't even know because I did not know that beautiful original authentic because the city center of Florence It's like >> no and um >> it is so sad packed with people but but it's not the people it's just this fakeness around this this this lighting.

[00:10:48]>> I don't I mean I mean it's not that I don't travel I travel throughout Europe a lot. I mean, don't you realize that you are being you're go you're experiencing a country in it's I mean it's so fake or even do you think that I mean Italians are here or doing this all the I mean just we don't we don't do that. I mean people that travel they have expectations. I mean, unless they're traveling to show people that they're traveling and, you know, then you deserve to go to these horrible places because you do not care about >> about, you know, the local culture. So, just go take pictures, share them, move on. But they I just feel that everybody has a responsibility.

[00:11:34]>> See? No. No. Absolutely. But even and what is is you know what as you were saying what is what drives me crazy I just want to go there and just slap them across the face is the stores the restaurants those things that are just t they don't they just it's >> they don't care >> they don't care but it's just they're just money making machines they open they take over other places they have other places shut down that have been there for years and years and years they give tourists what you want just look just when I go to these places I just want Just tell people that are standing in line, can't you see everybody as as a foreigner? Do you see an Italian standing in line in this restaurant, in this gelatia ch it's just flashy flashy.

[00:12:16]So even a little bit of of of studying, a little bit of knowledge, you're going to a place.

[00:12:22]>> Yeah.

[00:12:23]>> Is >> But even because there are a lot of great it's that I mean there are a lot of great places in the city center. You can move a little not in the outskirts just in the >> you just take the sidewalk >> right there are a lot of great places then I think that the best way is you know we use food guides >> see >> we use food guides we don't I don't listen to I pay I listen to everybody but then I have I filter things and I mean even in my in my daily life I don't want to give my money to people that don't deserve So I don't go I I I go like to the farmers market. I want to support these people >> and and t and I don't understand the tourists first of all. Well, there's some that choose to have that life and fine, >> they they are fully aware that they're being ripped off and it's fine that because they don't know or just because they follow these these social media people that just just talk about themselves, they just and so they think that's Italy and it's just seeing like families sitting at these places and and as I look even around the coliseum And there they are thinking that they're having the best pizza of their life and maybe they don't even make it in that place. Maybe they just heat it up and freeze it.

[00:13:54]>> And it is so sad. It's just like please, you could even The thing is that you don't have to be spending more. You are probably going to be spending less by going to these local places.

[00:14:05]>> And not to mention around the the the Trevy Fountain too, Chad.

[00:14:09]>> No. And it's and th this trend, all these social media trends >> are destroying local cultures.

[00:14:19]>> And until people continue fueling this or >> I don't know, maybe Italian laws should should be more strict like they do with in Florence, they stopped having these golf carts in the city center because people also live there.

[00:14:35]>> And it's so it's so sad. It's it's so sad on both on both sides.

[00:14:40]>> But you know something that that our guide was telling us in Florence also is that this this trend is creating is creating um locals are seeing tourists as as enemies. Ch they they they get mad at them sort of like it happened in in Barcelona or even when we went >> with short-term rentals >> with short-term rentals. Even when we went to film that we took the bicycle for a YouTube video, we were in the we were in a little town in the middle of nowhere and they said exactly this because of of of these short-term rentals, we have to live farther out elsewhere because we could not afford.

[00:15:18]So, it's just it's just messed up.

[00:15:21]>> Messed up. And I don't even want to think what the Dolommites are going to be like, especially now after.

[00:15:26]>> But that's going to be >> and that's why we protect our places.

[00:15:28]That's why we in our experiences we take you to places but we never we never promote them because we want to you know have people have that authentic experience as you know they're small businesses they are familyun or one person run >> see it's such a >> why do we want to ruin it >> where where we have where where we have the la pizza on our first stop he's it's it's them by himself there's There's not sort of franchising. It doesn't have or even when we have gelato, every time they ask us, even the video that we posted the other day, what's the name of the gelatia? I'm not going to tell you.

[00:16:07]>> Tell you.

[00:16:07]>> I'm not going to tell you. So, don't ask.

[00:16:10]>> No, because you have to protect these people because then you never know what their reaction could be once they start getting all these names. Because I've seen so many places that I really liked before >> change because all of a sudden they have to Alafina, they have to work less and they get all this attention and people want to take pictures with you and so they sort of >> start, you know, they change because money can change people and so I like to support the the businesses that, you know, they work hard. We work hard. Had we made different choices for local aromomas, we would probably have way more money >> and way more free time, >> a bigger team. I don't want that >> because because because we we I want to protect Italian values because then what are we going to leave you know our kids and our grandchildren people fall in love people because it's contradictory because people fall in love with the Italian lifestyle the derivita then they come here and it's like going it's like going to an amusement park.

[00:17:20]>> See and that is just so not what we are.

[00:17:23]They they sit in these uh they don't walk because they sit on the golf carts.

[00:17:27]They look from from the outside. They they go to these trendy places. They just I mean what I mean I'm sure Las Vegas has great Italian replications. It probably costs cheaper.

[00:17:40]>> See, >> you know, you have I've seen I've seen pictures of of the the Venice. They're beautiful.

[00:17:48]>> So why just just go there? Because the kind of experience that these tourists are coming to do >> are those >> it's that so don't I mean just skip the traveling part and just go and get what you want >> see >> and it's such a shame and so yes there are so many uncontaminated places and then now we have decided to start designing you know longer experiences so that >> that's going to be so special that's going to be so special >> we take them we design them and and we support local businesses.

[00:18:25]>> That's such an important part of it because it's a genuinity and and and I also see like when when we have people from our community traveling to places and I love how they they always ask us like I'm in here. Where can I have what can I eat? And we tell them go to that little gem room, turn the corner, you can enter this little cafe. And that's a part and I think that when we're going to be able to finally launch our oneweek itineraries, people are going to be so blown away because the research behind them, the little cheese place, a little thing ch it's so special the work. I mean I remember you know going around with with um you know with with with Margarita and trying and people are so grateful because they're like what are you doing here? Some people don't even speak English, but they're so genuine and so small and so and that's that's the beauty of it and that's what people really have to understand.

[00:19:16]>> You have the responsibility of making sure that >> you are also as you are supporting them you also have to protect their local traditions >> because um first of all that's what we want people to experience. see the local >> and then because I mean already traditions like these very um handmade like these jobs are very tiring. So the younger generation with all this bling bling of social media they don't want to be you know going and making cheese it's this and so already that is already part of a generational thing you know it's problem >> and now even with social media you have to you have to protect them and so I really think that social media can promote and but but there's so many accounts and that that don't because I follow a lot of Italian um social media people >> and I learned so much from them and they tell you go to this place and nobody knows about this place and that's the kind of social media that I like because they are sharing something it's not about them it's not about look how cool here I am try no they they they share the purpose of their account is different >> but all these international people um and it's not just with Italy It's just in general.

[00:20:44]>> Oh, everything but seeing everywhere the city center the other day >> and seeing like what was in this place and so I remember there was on Voce there was this tiny tiny shoe shop a shoe repair shop tiny it was like of generations closed >> because at the end even if you are in that piece of that street since locals don't go there anymore. They're going to go somewhere else to repair their shoes because I mean here you are, you can barely walk and you have all these people from the restaurants coming you calling you to sit down. It's just like, you know, I'm going to go somewhere else to to wear my shoes and so they kill businesses. They kill business.

[00:21:29]>> So tourism shouldn't be killing businesses and giving the money to the people who do not care about >> the city traditions. They just will give you >> they just open just to make money to make money to make money. Chat >> and you know since we also >> quality is >> we as a company can go to these big department stores where restaurants buy the ingredients >> you >> and sometimes I am shocked about the products that they sell. I mean, a restaurant could open and not even cook because they already have pre-made dishes, >> microwave, >> and that's I think that, you know, a lot of places just get that.

[00:22:13]>> Absolutely.

[00:22:14]>> And the price that they pay is is they're going to have them pay like, you know, freshmade ingredients. And I was shocked the first time that I went, it was just like all these these freezers full of readymade meals >> that, you know, if they sell them and this supermarket is for restaurant owners only, >> one plus one usually makes two, as we say in Italian.

[00:22:40]>> And um >> Yeah, I know. No, it's it's dreadful.

[00:22:43]Dreadful. And going around it just breaks my heart. It just breaks my heart for the people that are there thinking that they're having the Italian experience when they are absolutely getting ripped off and not having ripped off but not just economically ripped off of what is not authentic >> of their memories >> of their memories of their real memories. But it breaks my heart that all these touristy you know fake horrifying places were once somebody's income >> that place made did do something and that really that really does break my heart just like inst historic >> I know >> family two sisters built this together they I mean 30 year in activity And then I am sure that they got sick and tired of >> of course >> of of that. Maybe they were no longer happy. You at some point because people that really believe in their job see at the end >> and in their values and in what they do at some point you're like you know you don't even you don't even understand it.

[00:23:54]You don't you're just there and you sort of lose your enthusiasm >> because you've been there I think their I think their hearts broke and they just said basta >> basta you I I just I just can't just like we did when when you were saying that we changed our tours at some point.

[00:24:10]It was just like >> it was heartbreaking to to change because we loved everything but it does it did not reflect our values and we do not want people to come to our experiences. They give us their trust.

[00:24:24]They give us their money. They give us their time. We we don't want anything to do with that kind of tourism and with those kind of vendors. Chesso without saying anything dramatic but even the market at company Fiori my >> I don't know if when was the last time you were there >> I I I was I know I know I used to go there >> it is it is embarrassing to call that a market >> with all these these bottles in in like this >> these shapes of things as if we even have pasta in the shapes of male things.

[00:24:59]It's it's but why do people still shop there?

[00:25:04]>> I don't know.

[00:25:04]>> Because it's a cycle. If you keep on giving these people money, they're going to keep on.

[00:25:09]>> But that is something I mean I have seen I have ne never seen a nonItalian social media account say anything bad about actually they say it's a super genuine market. It's not. And it's it's just that's not what genuine things are. and thinking that somebody comes and thinks that that is a genuine Italian market and and I don't know if you've noticed that a lot of the original vendors that were there once upon a time, they left.

[00:25:37]It could be two or three. Now it's taken completely over by, you know, totally different >> Yeah.

[00:25:44]>> brands of of of stuff that are not Italian and it's just horrifying.

[00:25:49]>> Yeah.

[00:25:49]>> Horrifying. So I think that >> it's going to become a certain point >> social media. I think that really now that it's it has become a boom and everybody has and everybody has the opportunity to talk just like we do. But I really hope that people do understand the impact that they have in the local culture of what the things that they share and the way that they say it. It's I just think that and that is I mean that's that's very important and that is why we as local aromas are never ever ever going to share >> or or anything that can harm our local culture and we actually don't even share it because we want to protect it so that people can >> it's a huge responsibility.

[00:26:36]>> It's a huge responsibility and and that is something that people should really really do pay attention. I agree should pay attention.

[00:26:45]Absolutely.

[00:26:46]>> Before we say ciao, remember that you have the choice of supporting the people that actually build or destroy. So, choose those that build, the ones that build and support a local culture. We love you and we'll chat with you next time. A presto. And if you want to know where to go, the genuine places that we never never mention [laughter] because they're top secret.

[00:27:15]>> It's in our community, the local aromomas family. We always say that we love to do the homework for you. So consider that local aromomas and the local aromomas family is 100% made in Italy, 100% all about Italy from Italian locals that live in Italy that love their culture. And so everything that we share is to make sure that you have the most memorable >> memorable, local, authentic, genuine.

[00:27:46]>> Yes.

[00:27:46]>> So there's a lot there.

[00:27:47]>> There's a lot. And not just when you come to Italy, but also if you know you love Italy, Italy's [music] culture, the language, the dishes, the wines, the recipes, you can continue to be part of the community and enjoy Italy from home with a whole bunch of people because we are almost at 10,000 now. Wow.

[00:28:07]>> 10,000 members that have your same interest and passion. So, it's wonderful to exchange [music] and and just be surrounded by a group of people that share the same interests.

[00:28:18]It is it's very very very special >> in in every single [music] aspect of it.

[00:28:23]>> Yeah. So do join the community because this is where we are always this is where we put we pour our hearts in even our mom is there cooking and show and cooking for you guys and it's it's our home and it's your home because at the end of the day you know what it's a family and we are your [music] Italian family in Italy.

[00:28:46]>> [laughter] >> Okay.

[00:28:53]Okay.