The Italian language is a rich resource to export as a “luxury good” and
capitalising on our culture is a way to attract tourism, a potential market of
one billion people a year.
Italian is the 4th language studied at global level: in the USA alone,
the numbers enrolling in courses are up 15%.
Italy, tourist country par excellence should be offering its language as
a tourism product, for example with short packages like the ones offered by
France and Spain. Italy needs also to consider the role of its language schools
abroad.
There is a strong demand for Italian throughout the world but too often
we forget what we have been, and so we don’t know what we can become.
Italy, Ministry of Foreign
Affairs
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