Abstract
This paper examines the dual colonial narratives shaping Naples: its stigmatization for social decay and its exoticization as a tourist commodity. Framed by Benedetto
Croce's concept of "a paradise inhabited by devils," the study critiques the "Brand Naples"
strategy as a paradigm of urban extractivism and capitalist accumulation. This process of
touristification displaces working-class communities from the historic center, commodifying spaces of precarious housing and prioritizing the tourist market over residents' needs.
However, this imposed development model faces strong local opposition.
Keywords: Naples, coloniality, Southern Question, queer, touristification.