From Italy to the world.

Expansion begins by consolidating Italy's productive and institutional network before developing targeted phases in international markets. An effective growth plan follows clearly defined steps.

1. Consolidation in Italy

We will select potential business partners according to how well they represent Made in Italy in key sectors, including food and wine, fashion, design, tourism, chemicals and manufacturing. We will work with the Italian Trade Agency and local Chambers of Commerce. The Club's headquarters will coordinate logistics, quality and brand communication.

2. International positioning strategy

We will identify overseas countries with the strongest affinity and purchasing power, starting with Europe and gradually expanding to other continents, especially the United States and Japan. Marketing messages will respect local sensitivities while retaining authentic Italian value. Protecting geographical indications in destination countries will be a priority at every overseas event.

3. Promotional and digital channels

The multilingual Digitaly portal will facilitate international buyer orders and direct consumer purchases. Videos and immersive content, including collaborations with prominent local figures abroad, will tell the stories of places of origin, traditions and craftsmanship.

4. Physical presence and events

Alongside our own B2B events, we will attend leading international trade fairs to meet distributors and commercial partners. We will organise press trips and B2B meetings bringing buyers directly to Italy, and establish partnerships with major local festivals and B2C events throughout the country.

Over time, we will connect academic research with Italian Lifestyle Experience's marketing and internationalisation strategies through university partnerships. Market research will be the principal area: universities study overseas consumption trends and perceptions of Italian products, while undergraduate and doctoral students work on practical cases involving the promotion of Italian food, fashion, design and tourism. Together, we can create undergraduate and postgraduate learning pathways, master's programmes and advanced courses in managing the Italy brand and intercultural communication, as well as shared spaces where startups and researchers develop digital solutions for exports and cultural promotion. Priority partners will include economics, communication and design departments, such as those at Politecnico di Milano and Bocconi University, as well as universities in target markets including the United States, Japan and Europe, for project exchanges and field testing. Networks coordinated with the Ministry of Foreign Affairs or the Italian Trade Agency will link education to export-support policies.

We will gradually develop a multilevel governance network through programme agreements and joint steering groups. ENIT, which manages the Italy brand's global positioning, can provide international reach and digital marketing for Italian Lifestyle Experience. The Regions will contribute authentic experiences and local stories. The Chambers of Commerce, supporting production chains and business internationalisation, will help ensure that demand generated abroad is met by a structured offer ready for exports and quality hospitality.

The roles of these three partners are outlined below; ongoing relationships will develop through future strategies.

1. ENIT

• Plans global communication campaigns, such as #LiveItalian, to attract tourists and interest in the Italian way of life.
• Uses its international office network to organise promotional events, workshops and roadshows.
• Connects Ministry of Tourism requirements with local priorities, combining tourism, cultural and food and wine promotion.

2. Regions

• Define their specific positioning in food and wine, craftsmanship, landscapes and design within the national framework.
• Coordinate local Destination Management Organisations and tourism and cultural operators.
• Supply national digital platforms and multimedia libraries with current local visual and informational content.

3. Chambers of Commerce

• Support SMEs in fashion, design, agrifood and craftsmanship as they expand beyond Italy.
• Work with Italian Chambers of Commerce abroad to facilitate B2B meetings between local producers and overseas buyers.
• Provide tourism and local economic statistics to guide promotional investment.

Internationalisation requires detailed analysis of each destination market and strategic adaptation of the offer.

1. Market analysis

• Study consumer tastes, laws and habits in each target country.
• Select countries based on real demand for Made in Italy.

2. Positioning and storytelling

• Promote the key values of Italian lifestyle: quality, beauty, tradition and good living.
• Create authentic stories that evoke the experience and emotion of living the Italian way.
• Gradually adapt messages to avoid stereotypes and respect local culture.

3. Communication strategy

• Use this multilingual website, Deliveritaly e-commerce and targeted overseas social campaigns.
• Build partnerships with influencers, media and opinion leaders in countries hosting our B2B meetings.
• Attend international trade fairs, pop-up events and trade missions.

4. Adaptation and partnerships

• Adapt events and initiatives to regulatory requirements and preferences in each new market.
• Find reliable local distribution, logistics and promotional partners.
• Draw on support from the Italian Trade Agency and Chambers of Commerce.

This strategy has five annual phases focusing on digital positioning, strategic alliances, immersive events, consolidation and expansion into new markets.

Year 1

• Map markets and select priority countries such as the United States and Japan.
• Create a unified multilingual portal communicating the values of Italian beauty and quality.
• Develop collaborations with overseas digital creators and influencers to demonstrate Italian authenticity.

Year 2

• Establish agreements with leading fashion, design, furniture, food and wine, and manufacturing brands.
• Work with Italian Chambers of Commerce abroad and the Italian Trade Agency.
• Increase B2B appointments in target countries and inbound B2B experiential tourism initiatives in Italy.

Year 3

• Continue increasing the calendar of B2B appointments.
• Develop experiential tourism for buyers further, adding B2C travel packages linked to lesser-known Italian destinations rich in tradition. In this sense, Italian Lifestyle Experience may become a form of tour operator.

Year 4

• Open permanent Casa Italia hubs in key capitals for events and business meetings.
• Introduce exclusive clubs for overseas consumers loyal to Italian products.
• Measure sales results and campaign impact to correct weaknesses.

Year 5

• Expand into high-growth markets such as Southeast Asia and Latin America.
• Adapt communication substantially for these areas in line with local habits while maintaining Italian identity.
• Evaluate return on investment and define the strategy for the next five years.