Discover Made in Italy through nine narratives about the key Italian supply chains and services, a detailed foray into why Italy is the go-to choice for investors and buyers across the world: a mix of innovation, high-quality materials, know-how and sustainability.
Once you choose IT, you never leave IT!
It has been a year full of emotions, events, people and especially Made in Italy. Let's relive IT together!
Luxury yachts, cosmetics, biotech and gluten-free products. They all have one thing in common: Made in Italy’s expertise and innovative approach.
#20 - Italy’s Blue Zone, living longer & better
Sardinia’s blue zone hosts a higher proportion of centenarians than any other part of the planet. Discover its secrets!
#19: Coral Jewelry, precious artisanship
Coral jewelry, characteristic of Naples and Torre del Greco, remains a family tradition. Many jewelers have preserved traditional techniques enhanced with sustainable practices.
#18: Moor’s Heads, a Ceramics Story
Moor’s Heads are a typical Sicilian craft. Rich in legend and tradition, it is passed down through generations—and today, artisans continue to use traditional techniques to create these stunning works
#17: Giro d’Italia – triumph stories
The Italian historic cycling race - the Giro - combines the best Italy has to offer and an international competition recognized worldwide.
#16: Como Silk – from cocoon to couture
Como silk weaves together centuries of craftsmanship and new sustainable practices into every thread
#15: Accordions of Castelfidardo: Harmonious Creations
The tradition of the accordions of Castelfidardo resonates with superior quality and embodies the essence of Made in Italy, all the way from the Marche region.
#14 SANREMO FESTIVAL
The Sanremo Music Festival is the annual festival that has significantly contributed to the promotion of Italian music abroad—and that Italians can’t miss!
#13 BELLS OF AGNONE, A CHIME MADE IN ITALY
The town of Agnone has passed on the art of bell-making for many generations, producing unique pieces exported around the world since ancient times.
#12 PANETTONE: BAKING JOY
The Panettone is a festive journey into Italian’s gastronomy—celebrated during the winter holidays, the art of making panettone has been passed down through generations of artisans.
#11 LEONARDO DA VINCI
Leonardo da Vinci's genius in painting, sculpture, architecture, engineering, science and more marked the Renaissance—and keep inspiring generations.
#10 CARNIVAL OF VENICE
The Carnival of Venice is one of Italy's most famous traditions, combining craft and art. A true celebration of Made in Italy
#9 TRULLI OF APULIA
Apulia's Trulli are ancient limestone structures with cone-shaped roofs, synonym of timeless heritage and cultural richness.
#8 LIMONCELLO
Limoncello is a refreshing and tangy liqueur made from the zest of lemons. Produced primarily in Southern Italy, it captures the essence of the Mediterranean.
#7 PALIO DI SIENA
The Palio di Siena is a thrilling and historic horse race in the city of Siena, Tuscany, captivating visitors with its rich history, intense competition, and vibrant culture.
#6 FAENZA CERAMICS
Faenza ceramics is a traditional art form originating in Emilia-Romagna, renowned for their superior quality and unique designs. Handmade by skilled artisans, each piece is a true work of art.
#5 GELATO
Made with high-quality ingredients, gelato is synonymous with the taste of Made in Italy. It comes in a wide range of flavors, each one a testament to the artistry and creativity of gelato-makers, known as “gelatieri”.
#4 WINE
Italian wine is widely celebrated for its quality and diversity, making Italy the world's largest wine-producing country: Italy has a rich history of winemaking, dating back over 4,000 years.
#3 DANTE ALIGHIERI
Author of masterpiece 'The Divine Comedy', Dante Alighieri is considered one of the greatest poets in history and a towering figure in Italian culture. At the occasion of World Poetry Day, we celebrated the Sommo Poeta ('Supreme Poet').
#2 THE VIOLIN
The violin is one of the most iconic and beloved musical instruments in the world. It has a rich history that spans several centuries, and its development can be traced back to the early 16th century, right in Italy.
#1 THE MURANO GLASS
Murano glassworks is a world-renowned art form that has been produced on the small island of Murano, just off the coast of Venice.
From New York to Tokyo, from Madrid to Beijing, from Shanghai to Los Angeles: Be IT is a global campaign welcoming millions of people to discover Italy.
Be Authentic
When products and services are 'Made in Italy', they adhere to the highest standards of quality and excellence. It is therefore important for both producers and consumers to adopt measures to protect original goods from counterfeiting. But how can you be certain that the product comes from a reliable origin? It’s simple: follow the advice of experts!
Listen to the experts
Italy’s fencing dream team strikes again
Italy's women's fencing team jabbed another victory at the European Championships in Basel, securing Italy's top position in the medal tally with 11 in total (5 gold, 3 silver, and 3 bronze). The dream team - Arianna Errigo, Martina Favaretto, Francesca Palumbo and Alice Volpi - also reached the number one spot in the world rankings!
Jannik Sinner is officially the new world #1 in men’s tennis
At just 22 years old, Jannik Sinner has made history by claiming the top spot in the ATP rankings! He is the first Italian player to reach this milestone since the rankings began in 1973. With an impressive record of three titles, including his first Grand Slam victory at the Australian Open, Sinner's rise to the top is well-deserved.
Italy new champion of the MTB European Championships 2024
Simone Avondetto, 24, is the new European mountain biking champion. An historic achievement for Italian off-road racing, as it is the first time an Italian biker has claimed the top spot in the Olympic cross-country discipline! Winning the title on a cold and rainy day, he demonstrated Italy's resilience in sports.
An Italian victory at the inaugural marathon mixed relay in Antalya
Francesco Fortunato and Valentina Trapletti are the new champions of the World Athletics Race Walking Team Championships! Their victory has secured Italy's mixed relay team a spot in the Paris Olympics, courtesy of their gold medal performance in the inaugural edition of the event held in Antalya.
Jacopo Cerutti's secures history victory at Africa Eco Race
What a groundbreaking achievement for Italian motorcycling! Jacopo Cerutti’s victory at the 2024 Africa Eco Race is another Made in Italy victory. Cerutti conquered over 6000km, marking a significant return of an Italian rider on an Italian bike on the continent after three decades.
An electrifying atmosphere in Rome for the 2023 Ryder Cup
What a Ryder Cup this year! The tournament, based in Rome, showcased outstanding teamwork and sportsmanship with a triumph of Team Europe over Team USA. The victory marked a significant moment for Italy, hosting its first Ryder Cup and leaving a lasting legacy in golf history for this 44th edition.
Italy's Dominate 2023 Fencing World Championship
Italy celebrated its victory at the 2023 Fencing World Championship in Milan, with an exceptional performance. The 10 medals they secured (4 gold, 4 silver, 2 bronze) triumph dominated the scoreboard, as they now set their eyes on Paris.
100 Medals: an Italian Triumph at the European Games 2023
With an astonishing number of 100 medals won at the European Games 2023 - of which 35 are gold, 26 silver and 39 bronze - the Italian athletes have left their rivals in awe in Krakow, Poland. As a testimony of their dedication and skill, this victory celebrates Italian excellence in sports.
Italian Under 19 Secures Euro U19 Victory
With a decisive goal by Kayode, Italy's Under 19 team - called 'Azzurrini' - won the Euro U19, affirming their prowess on the international stage in the finale against Portugal. With this victory, Italy secures a total of two titles in the competition.
A Racing Tricolor Victory: Ferrari Conquers at the 24 Hours of Le Mans
Ferrari made a triumphant return to the top class of the 24 Hours of Le Mans. The roar of the "Rossa" echoed as it clinched the top spot, captivating motorsport enthusiasts worldwide. With sheer determination, Italy’s F1 brand marks an unforgettable chapter in the annals of racing glory.
Crowning Champions of the 80th Italian Open
The 80th edition of the Italian Open, called the “Internazionali BNL d'Italia”, took place in Rome, Italy, on 2-21 May. The international tennis tournament was held at the historic Foro Italico, with an upgrade to two weeks of competition and 96 global players. The competition closed with many unforgettable moments.
2023 European Championships in Artistic Gymnastics
Italy triumphed at the 2023 European Championships in Artistic Gymnastics, clinching second place with seven podium finishes, including two golds, four silver and 1 bronze. Their outstanding performance is another proof of Italy's excellence in international sports competitions.
Italy delivers knockout performance at Women's World Boxing Championships 2023
Italian sport had yet another remarkable day as two of its boxers made their mark at the IBA Women's World Boxing Championships 2023 in New Delhi. Irma Testa won a gold medal and earned the title of world champion in the featherweight category (57 kg), while Sirine Chraabi was awarded a silver medal after competing in the final of the flyweight category (52 kg). Thanks to their impressive performances, the Azzurre managed to secure fourth place in the overall medal table.
Italy brings 2 gold and 4 silver medals home from the 2023 European Athletics Indoor Championships
Italy's excellence in sports strike again, with 2 gold and 4 silver medals at the 37th edition of the European Athletics Indoor Championships in Istanbul, Turkey. Italy, thanks to these extraordinary victories, ranked fourth at the global event held on 2-5 March.
Italy triumphs at the World Championship 2023, and come home with an array of medals
This year's World Winter Championships are synonymous with victory for the "Azzurri." Our champions shined bright during the 2023 edition of the World Winter Championships. All the dedication and perseverance of our athletes paid off: the total number of medals won by Italy is outstanding, and we could not be prouder of our team.
History has been made! Italy closes the European Championships 2023 at the top of the medal table with two golds and two silvers.
The 115th edition of the the 2023 European Figure Skating Championships in Finland is a page of history for our “Azzurri”! Conti-Macii and Ghilardi-Ambrosini conquered both gold and silver in the artistic pairs competition. Also the couple Guignard-Fabbri got a gold medal, while Rizzo is silver. Proud of our champions!
The Italian national Down syndrome basketball team becomes world champion for the third time in a row!
In Madeira, Portugal, the Italian team played an incredible final match winning yet another competition. The achievement follows the gold medals at the European Championships in 2017 and 2021, and the World Championships in 2018 and 2019.
The first European woman to lead the ISS: and she's Italian
The world is no stranger to the talent of astronaut Samantha Cristoforetti. She will be the first European woman to lead the crew on the Space Station. The appointment event will be televised live on 28 September 2022.
MESSAGES FROM THE ITALIAN EMBASSIES
Made in Italy is simply extraordinary, which is why everyone is talking about it!
Italian embassies promote Italian excellence all over the globe. Check out their fantastic video messages and contributions from all around the world to learn more about how amazing Made in Italy is!
The quality and ingenuity of Italian products and services will captivate everyone. Choosing Made in Italy means choosing only the finest – and you can now learn more and read the nine narratives in your own language!
Italy is passion and style, heritage and diversity, innovation and creativity. But there’s so much more to it. It is about making exceptional things: curiosity and dedication, bravery and imagination, expertise and precision... It is our brand, cool and unique: Italy is simply extraordinary. Be it.
Play VideoIT is the future!
Discover nowWatch how various creators from the Be IT communication campaign’s 26 target nations promote ‘Made in Italy’ in their own countries.
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Choosing Made in Italy means buying history, culture, tradition, excellence. We are talking about certified products, made unique by constant attention to detail and the choice of top-quality raw materials.
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