Italy must understand its brand value says Santanché
Rome: Italy needs to be more aware of its global brand value and present a united front when targeting international markets, Tourism Minister Daniela Santanché said on Thursday.
“Italy needs to understand that it has the third brand in the world, which is Italy and Made in Italy,” Santanché told Ansa Incontra.
“I understand that the regions do their own promotion when targeting the domestic market because they need to differentiate their offer, but when we go abroad, we have to be united, Welcome to Italy, we have to be Italy,” she said.
“Behind a brand there are huge investments,” she continued.
Italy has the brand, “so we have to make it clear that we have to promote Italy”, Santanché concluded.