Made in Italy, simply extraordinary

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!

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Celebrating Made in Italy around the world

It has been a year full of emotions, events, people and especially Made in Italy. Let's relive IT together!

Italy: building excellence

Luxury yachts, cosmetics, biotech and gluten-free products. They all have one thing in common: Made in Italy’s expertise and innovative approach.

Luxury yacht pioneers

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Italian cosmetic innovations

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Italy’s biotech

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Gluten-free Italy

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#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.


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!


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.


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.


Leonardo da Vinci's genius in painting, sculpture, architecture, engineering, science and more marked the Renaissance—and keep inspiring generations.


The Carnival of Venice is one of Italy's most famous traditions, combining craft and art. A true celebration of Made in Italy


Apulia's Trulli are ancient limestone structures with cone-shaped roofs, synonym of timeless heritage and cultural richness.


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.


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.


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.


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”.


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.


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').


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.


Murano glassworks is a world-renowned art form that has been produced on the small island of Murano, just off the coast of Venice.

Made in Italy around the world

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

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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.

Lisa Vittozzi wins Biathlon World Cup 2024

A great victory for Lisa Vittozzi, who comes back home with the Big Crystal Globe. Last March, she became the second Italian Woman to claim the World Cup Total Score in Canmore, Canada where the Biathlon World Cup unfolded.

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.

Born to jump: Mattia Furlani marks new long jump record

At 19 years-old, Mattia Furlani broke the Italian record with a leap of 8,34 meters. Indoor, no Under 20 athlete had ever completed such a measurement!

Davis Cup 2023: Italy crowned World Champions

For the second time in history, 47 years later, Italy brings the David Cup home. Jannik Sinner spearheaded Italy in the famous tennis competition against Australia, in a fantastic 2-0. An extraordinary player and victory!

The 2024 Giro d'Italia course unveiled

The course of the next edition of the Giro d'Italia has been unveiled. The competition, to take place on May 4-26, 2024 will feature challenging stages starting from Venarìa Reale (Turin) and end in the Eternal City of Rome.

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.

Claiming gold in the World Athletics Championships 2023

Italy has a new champion from the World Athletics Championships in Budapest. Gianmarco Tamberi won his first-ever world high jump title after a thrilling display—claiming gold with a jump of 2.36 meters!

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!

Italy is on the top of the food global chart!

The renowned culinary travel guide Taste Atlas, has awarded Italy as home to the World’s Best Cuisine for 2022.

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.

Another gold for an Italian talented champion!

On 14 September, after an incredible performance, a young athlete Sofia Raffaeli wins first place at the 2022 Rhythmic Gymnastics World Championships

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.

Italy's latest victory continues a long string of sports achievements this season!

On Sunday, September 11, the Italian volleyball team wins the FIVB Men’s World Championship Polonia Slovenia 2022, defeating Poland– the co-host and two-time world champion.

Jannik Sinner becomes Grand Slam Champion

Tennis star Jannik Skinner has been crowned this year's Australian Open men's champion—an incredible victory for Italy! This is the first Grand Slam win for the 22-year-old Italian, and hopefully not the last.


Talking About IT

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!

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Made in Italy for the world

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...

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.

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Discover the most innovative Italian startups.

IT is the future!

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Social Wall #beIT

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Social Stars say IT

Watch how various creators from the Be IT communication campaign’s 26 target nations promote ‘Made in Italy’ in their own countries.

Buy Italian. Get more.

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.

There is much more to IT

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