Booking a trip to Europe is no small task, which is why many tourists turn to guided experiences to help navigate the rich culture and history of each city. In Italy, Artviva has spent the past 20 years offering authentic, high-quality tours that set the standard for the industry. During the spring semester, through Florence University of the Arts' internship program, I had the opportunity to intern with Rose Magers, Artviva’s owner, and learn firsthand how the company maintains its reputation and success in an increasingly competitive tourism market. From their passion for storytelling, to their commitment to quality, Artviva continues to deliver unforgettable Italian experiences. 

While interning at Artviva, I collaborated on real marketing initiatives to drive bookings during Italy’s high season. This hands-on work not only sharpened my strategic communication techniques but also gave me a front-row seat to how a boutique tour company adapts its brand voice, leverages storytelling, and measures success in one of the world’s most dynamic tourism markets.

The focus of the experience was on marketing, specifically, how to best utilize their social media to drive bookings and build traction as they enter Italy’s high season. As part of this role, I’ve had the unique opportunity to attend several tours and capture content for their digital platforms. 

Throughout the internship, I visited the Galleria dell'Accademia, the Uffizi Gallery, the Vasari Corridor, Bardini Gardens, and took part in several of their cooking experiences. While it has been incredible to learn more about the history of Florence and the significance of these historic sites, what I’ve enjoyed most is viewing these experiences through a media lens. When you enter these spaces with the intention of creating meaningful content, you start to find beauty in the unexpected. The way you frame a shot, how you want a video to flow, the angles you choose all contribute to the final story you walk away with at the end of a tour. 

This internship has not only allowed me to strengthen my skills in content creation and marketing, but it has also deepened my appreciation for Italy and its rich history through the lens of Artviva’s curated experiences. Working closely with Rose Magers gave me valuable insight into the Italian business perspective. Her passion, professionalism and expertise taught me how companies in Florence adapt, grow and maintain authenticity in a competitive tourism market. Coming from the Missouri School of Journalism, I was able to bring my background in strategic communication, marketing and advertising into my role at Artviva all while continuing to learn new techniques and approaches along the way. This experience has been a rewarding blend of culture, creativity and communication, and I’ve truly enjoyed the opportunity.