Lake Como, one of Italy’s most popular tourist destinations, has a new souvenir for visitors to take home. It is a can of “fresh air” collected directly from the shores of the lake.
This product, launched by the marketing agency ItalyComunica, is marketed for 10 dollars (approximately 200 Mexican pesos) and claims to contain a mixture of 21% oxygen, 0.93% argon, 0.04% carbon dioxide and small amounts of nitrogen and neon.
The idea behind this unusual souvenir comes from Davide Abagnale, a marketing specialist, who seeks to offer something original and easy to transport for tourists visiting the region. As he explained to CNN, the canned air is intended to be a “tangible souvenir” that visitors can open at home and reuse as a pencil holder.
The initiative comes at a time of tourism growth for the lake, which attracted more than 5.6 million people in 2023, according to the Lombardy Tourist Board.
While the sale of canned air may seem extravagant, it is not a novelty in the tourism market. Iceland and Canada also offer similar products, with the sale of cans of pure air, which in Canada’s case rose to popularity in 2015, driven by demand from Chinese customers
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