Italy’s global image continues to be one of its strongest competitive assets – especially in tourism, where reputation increasingly shapes travelers’ choices.
According to the 2026 edition of the Nation Brands Index, the country ranks 4th worldwide overall, confirming its position among the most admired nations on the planet. Even more significant, Italy holds the number 1 spot globally for tourism appeal and cultural heritage, reinforcing a leadership role built on history, creativity, and lifestyle.
