Made in Italy: New Frontiers of Tourism and Legislative Promotion – December 2023

On December 20, 2023, revolutionary legislation illuminated the Italian landscape, underlining the firm commitment to preserving “Made in Italy”. This article will explore key measures and innovative tourism promotion, highlighting how Italy aims to protect and promote its rich heritage, both cultural and economic, throughout the world.

Promoting Excellence and Tradition: The Key Measures

The legislation of 20 December 2023 emphasizes the importance of promoting Italian excellence abroad. Through strategic collaborations with diplomatic representations, cultural institutes and initiatives for the internationalization of businesses, Italy is preparing for a new chapter of global promotion.

Tourism and Products: A Winning Synergy

An essential link between tourism promotion and product valorisation is at the center of the new measures. From promoting IGT brands to boosting Italian restaurants abroad, Italy creates unique synergies to attract attention on both fronts, promoting its heritage in an integrated way.

Guiding Principles and Sustainability: The Soul of the Legislation

Article 2 of the law establishes that all measures must respect the principles of environmental sustainability, digitalisation and eco-innovation. This reflects the commitment to preserving artisanal peculiarities, promoting social and youth inclusion, and ensuring non-discrimination between businesses.

Organization and Coordination: The Role of the National Committee

A national committee at the Ministry of Tourism is the beating heart of the organization. With regional representatives and a delegate from the National Association of Italian Municipalities (ANCI), the committee coordinates promotion campaigns to increase the tourist attractiveness and competitiveness of the sector.

Innovation and Certification: Protecting Made in Italy Food and Wine

The legislation introduces a certification for Italian restaurants abroad, defending Italian sounding. This certification, based on quality ingredients, protects Made in Italy food and wine, helping to preserve its authenticity.

Funds and Protection: New Tools for Global Consumption

Italy is financially committed to supporting promotional initiatives abroad, with an allocation of 10 million euros for 2024. It also introduces a fund to promote the consumption of quality Italian products and protect geographical indications.

Register of Associations and Promotion: The Future of Made in Italy

With the creation of a Register of national associations and the incentive to valorise typical products, Italy aims to consolidate and promote its heritage, creating new standards for Made in Italy throughout the world.

Read the original article on PMI.it.