IDENTITARIAN MOVEMENTS IN THE TOURISTIC CITY: The Marketing of Hate in Verona

Verona is known as the touristic city of Romeo and Juliet, but its position as a strategic node in the rising identitarian movement goes unnoticed to the thousands of tourists visiting the city every day. This article articulates the historical centre of Verona as a public space in which far‐right and populist right groups seek to construct an exclusionary territorial identity that draws on white supremacy, northern pride and Catholic fundamentalism, which manifest themselves in practices of bordering and territorialization. I argue that the city's perfectly preserved heritage and its assumed authenticity are not only utilized to construct the ideal protagonists of city life, but also that such territorial themes of defending the ‘native homeland’ and its traditions are marketed to the outside world by constructing a ‘model’ city for a growing transnational movement. In this study, which is based on ethnographic fieldwork, archival research and in‐depth interviews, I investigate the mechanisms through which certain historical centres are showcased to build an identitarian network through everyday practices of boundary‐drawing and the marketing of a territorial anti‐modernist nostalgia.