Venice is no stranger to drama. From masked balls to misty canals, the city thrives on theatrical flair.
So it’s no surprise that even its airport – Marco Polo (VCE) – has embraced a touch of eccentricity. Step off your flight, and instead of the usual grey conveyor belt, you’re greeted by one of the quirkiest baggage claims in the world: a giant roulette wheel – Yes, really!
Installed as part of a clever campaign by Italian agency Admcom to promote the Casino di Venezia, the baggage carousel was transformed into a full-scale roulette table, complete with numbered tiles and the casino’s cheeky slogan: “Keep playing.” It’s a brilliant twist on the dreaded wait for luggage. Passengers find themselves guessing which number their suitcase will land on.
The idea isn’t just whimsical – it’s strategic. With travellers spending an average of 10–15 minutes at baggage claim, the installation turns passive waiting into playful engagement. Since its debut, the Venetian Casino reported a 60% increase in footfall from airport visitors. It’s experiential marketing at its finest, and a reminder that Venice knows how to make even the mundane feel magical.
Marco Polo Airport itself is a gateway to the city’s grandeur, located just 7km from Venice proper. With sleek terminals, VIP lounges, and seasonal long-haul connections to the US, Canada, and the Middle East, it caters to both leisure and business travellers. But it’s the roulette belt that steals the show – proof that Venice’s flair for spectacle doesn’t stop at the lagoon.
So next time you fly into VCE, don’t just watch for your bag. Pick a number, cross your fingers, and let Venice roll the dice. After all, in a city built on mystery and chance, why shouldn’t your luggage have a little luck too?