This video is provided under license from the Italian Trade Agency.

BeIT

Italy is passion and style, heritage and diversity, innovation and creativity.

But there's so much more to it.

It is about making exceptional things: curiosity and dedication, bravery and imagination, expertise and precision...

It is Italy's brand, cool and unique: Italy is simply extraordinary. Be it.

Heritage

4,000 museums, 6,000 archaeological sites, the largest number of Unesco world cultural sites… and this is only a fraction of our heritage. Our traditions will surpass your expectations, the wonders of our lands will make every trip too short, and our people will find ever-new ways to impress you. Yet this is only a small part of our heritage. Dive into it.

Style

Unite quality and aesthetics, mix them with elegance and refinement, add a generous pinch of beauty: doesn't this sound like the perfect formula? Pour in some Italian charm, blend it with the maximum level of accuracy and you have the second-largest global player in fashion and footwear. Just a taste of what style means to us. Enjoy it.

Creativity

A ubiquitous force, the spark that ignites the conception and production of premium goods: in Italy creativity goes beyond talent, it outpaces artistry, and is even more profound than originality. It surpasses expertise, extending far beyond the realms of fashion and food. Italian creativity is limitless. Imagine it.

Diversity

The intersection of the region's ideas and stories, the meeting point of Mediterranean cultures, a place made of infinite places. In Italy, diversity is inborn: in the people and the environment, in the territory and the food, in manufacturing and the culture: it's the trigger that turns every challenge into an opportunity. Diversity makes us unique. Explore it.

Passion

In Italy there is a place where inspiration meets dedication, where warmth is enriched by enthusiasm: it's where Italian passion is born. Whether in sport or science, research or design, Italian passion is a force to be reckoned with. It fuels dedication and ignites excellence. It emanates from afar, and drives us forward. Live it.

Innovation

Startuppers for more than 2,000 years, we blend imagination and vision to develop unparalleled products; alchemists of inventiveness, we merge sustainability and know-how to excel among circular economies. Innovation has always remained our trademark since ever, and it will continue to be so in the years to come. Experience it.

Be GREEN

In Italy sustainability is more than a commitment, it is a way of life.