Tourists flocking to the picturesque Lake Como in Italy are now being offered a breath of fresh air quite literally as they can purchase ‘fresh air’ in a can.

ItalyComunica, a communications company, has revealed that it is selling cans filled with 400 millilitres of ‘100 % authentic air’ from Lake Como for €9.90 (£8.30) each. The brains behind this concept is marketing specialist Davide Abagnale, who initially set up an e-commerce site selling Lake Como posters after his honeymoon in 2022, inspired by the numerous posters of San Francisco and Los Angeles he encountered.

However, his latest venture into selling canned air aims to “create a souvenir that could be easily transported in a suitcase for tourists” and offer “something original, fun and even provocative.” 

“It’s not a product, it’s a tangible memory that you carry in your heart,” Davide said. He also suggested that once back home, tourists can repurpose the opened can as a quirky souvenir pen holder,  reports the Mirror.

The ‘canned air’ gimmick has raised eyebrows. Como’s mayor Alessandro Rapinese told CNN: “As mayor of one of Italy’s most beautiful cities, if someone wants to take some of their air home, that’s fine as long as they also take beautiful memories of this area.”

The concept isn’t entirely original, as Davide revealed the inspiration came from other places like Naples, where locals have been selling their city’s air for quite some time.

Lake Como’s allure has skyrocketed recently, thanks in part to its connections with A-list celebrities such as George and Amal Clooney and its role as a backdrop in blockbuster films like Casino Royale and House of Gucci. Last year alone, the destination welcomed over 5.6 million visitors.

With tourist numbers on the rise at Lake Como, the Mayor, in April, hinted at a potential Venice-like tourist tax. Under this scheme, day visitors might face a charge when entering Lake Como, similar to the levy in Venice, although those staying overnight would be exempt.

Lake Como is famed for its picturesque villas and breathtaking scenery in the Lombardy region of Northern Italy. It ranks as Europe’s fifth deepest lake and holds the record for the deepest in Europe outside of Norway.

Annually, throngs of tourists flock to the various towns and villages dotting the lake’s perimeter, including notable spots like Como, Bellagio, Varenna, and Menaggio.

The city of Como, a major tourist hotspot, provides the ideal location for shopping, genuine Italian eateries and a vibrant nightlife.