Italiamammamia: the Italian brand as seen through the eyes of the world was addressed at the recent company meeting.
In tourism perception can be a competitive advantage
How we present ourselves is one thing, but how the world perceives us is another was the topic addressed at “Italiamammamia” by Simon Anholt, pioneer of Nation Branding and founder of the Good Country Index. The speaker invited nations to be not only competitive, but also “good” for the world, taking on an ethical and responsible role in global challenges. An issue that also applies to tourism, where perception can become a competitive advantage and help build a more authoritative image.
“Countries have an image and…it really matters”
In his one-man show Anholt compared different countries, confirming that Italy is among the most admired for its culture and creativity, despite the ups and downs related to governance and sustainability that influence tourism, exports and investment attractiveness. “In 1998 I made my first big mistake, arguing that the image of countries was crucial. Unable to truly know nearly 200 nations, we perceive them through prejudices and clichés. I coined the term “Nation Brand” to emphasize that countries have an image and that it really matters,” said Anholt.
Culture is the most powerful lever
A country's image is crucial and it boosts tourism, investment, trade and margins on exported products and since 2005 it has been measured using the Anholt Nation Brands Index which evaluates 50-60 countries. Culture remains the most powerful lever: “A positive perception of culture has a favourable influence on all other areas, even though many governments underestimate its economic impact.”
“Italy…among the three most admired countries”
“Italy is in the fast lane. It benefits from strong and positive clichés - from cuisine to iconic symbols - that reinforce its global recognition and familiarity. Between 2008 and 2025 Italy’s reputation improved and major powers like Germany, the United Kingdom, the United States, France, Japan, Canada, Switzerland and Australia gained relative positions. In 2024-2025 Italy remains among the three most admired countries alongside Japan and Germany, showing how the international image can evolve profoundly over time,” added Anholt.
Italy's image remains very strong
Italy’s slight drop from third to fourth place is not a cause for concern, not least because the overall score has increased, and changes often depend on the movements of others, such as the rise of Canada or the decline of the United States. So Italy's image remains very strong, maintaining and strengthening it calls for concrete action and a credible commitment to international cooperation, and not just to communication.
