"Italy is the most photographed country on Instagram. It is a country where everybody wants to go to sooner or later, to enjoy a first-hand experience of what it means "Vivere all'italiana" (The Italian way of life) and enjoy our countless beauties. Tourism accounts for 11.8% of the Italian GDP and 12% in terms of jobs. In 2015, 52 million people visited Italy, making it the 5th most popular destination in the world. It is an achievement that makes us proud but also launches a challenge.

To stand up to it, we have developed a Strategic Plan for Tourism, to which the Farnesina has greatly contributed together with the Ministry for Cultural Heritage and Activities and Tourism, the Regions, ENIT (Italian Tourist Board) and all the stakeholders involved in promoting Italy. The Strategic Plan focuses on innovation, digital technologies, capitalising on our heritage and our country, bringing the whole tourist system and economy back to centre stage in our national policy-making."