Cans filled with air from Lake Como are being sold to tourists for about £8.40 (€10) each. 

These 400ml sealed cans, available at a lakeside bookshop, a restaurant, and in the towns of Menaggio and Lenno, feature a photo of a motorboat zooming across the scenic Italian lake. 

The product has been available since early October, created by the marketing firm Italy Comunica.

“We wanted to create a reminder that people can easily take home in their suitcases,” explained Davide Abagnale, 36, a consultant for Italy Comunica, speaking to The Times. 

He noted that the novelty of the can fades once it’s opened.

Some locals are unimpressed by the concept. One person told the Ansa news agency: “It’s better to breathe in the real air of Como. Buying it doesn’t bring the same satisfaction.” 

Another local admitted the idea made him feel “embarrassed.” Regardless, the Lombardy region remains a popular destination, drawing a record 5.6 million visitors last year, according to the regional observatory.