It is common knowledge that the end of traditional socioeconomic practices produced a remarkable loss of ancient place-names. At the same time, examinations taken on cartography of the Italian Military Geographical Institute show a lot of new names being born through and after the 1950s. These names are connected with reclaimed lands, agrarian reforms, the growth of coastal settlements, new tourist settlements and so on. The personality of these new place names is clearly different from that of traditional names and many of them allude to imaginary beauties suggested by tourist advertising.