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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Passion

Whether in sport or science, research or design, Italian passion
is a force to be reckoned with. It fuels commitment and ignites excellence. It comes from afar and drives us forward.

Creativity

A ubiquitous force, the spark that ignites the conception
and production of premium goods: in Italy creativity goes beyond talent, it outpaces artistry, and is even more profound
than originality.

Heritage

4000 museums, 6000 archaeological sites, the largest number
of Unesco world cultural sites... And this is only a fraction
of our heritage.

Style

Unite quality and aesthetics, mix them with elegance
and refinement, add a generous pinch of beauty: doesn't this sound like the perfect formula?

Innovation

Startuppers for more than 2000 years, alchemists
of inventiveness... Innovation has always been our trademark,
and it will continue to be so in the years to come.

Diversity

At the crossroad of ideas and stories, the meeting point
of Mediterranean cultures, a place made of infinite places. In Italy, diversity is everywhere: it’s the trigger that turns every challenge into an opportunity.

Italy, simply global

"Italy is simply extraordinary: be IT" is an international communication campaign in support of Made in Italy. The campaign, launched in conjunction with the Italian Trade Agency (ITA) by the Ministry of Foreign Affairs and International Cooperation, promotes the internationalisation of Italian products and industries. The purpose is to relaunch Italy's global image, attract resources and investments, and strengthen exports and tourism.

Transform your views into forests

Listen to IT

“Let’s do IT" is an original podcast that follows the adventures of a young couple who discover, episode after episode, the infinite stories hidden behind Italian excellences, something unique and incredibly wide.

Narrate IT

Discover Italy through six narratives told by senior authors from the Holden School, the creative writing academy founded in Turin by world-renowned author Alessandro Baricco. In each story, readers will discover new aspects of Italian characters and history, presented with original and different points of view.

Social Wall #beIT

IT Parade

Beatrice Venezi, internationally acclaimed orchestra leader, invites you on a journey through six personally selected playlists that recount Italy’s values: a mix of passion, creativity, innovation, heritage, style, and diversity.

Start IT up

The Call for National startups is open. All entrepreneurs and creative visionaries are welcome. Now is the time to take your next big step and make your vision a reality.

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.