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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]