We undoubtedly have places, cities, with their own power suggestive, but I think it’s Italy as such, with its history, his lifestyle with the sum of his symbols to be the real brand.
Even in a globalized world, where we will travel for tourism in 2010 a billion people, Italy as such continues to have power very evocative. In fact, I always suggest to the regions to add “Italy” when they promote their product, to go beyond the localisms. I believe that Italy is still the most famous country in the world.
[Extract from Interview M. Marzotto / La Repubblica, 31/05/2009]