Climate Change Is Eroding the Foundations of Italy’s Global Brand

Climate Change Is Eroding the Foundations of Italy’s Global Brand
Tourists at the Colosseum use umbrellas to protect themselves from the sun, in Rome, Italy, July 19, 2023 (photo for NurPhoto by Andrea Ronchini via AP Images).

Globally, there are essentially two prevalent images of Italy, neither of which are necessarily accurate. There’s the political image, a stereotype of seemingly constant chaos and turnover creating a political drama that never fails to capture the world’s attention.

And then there’s Italy’s image as depicted by popular culture, both its own and that of other countries. Historic cities and stunning landscapes. Beautiful beaches with perennially perfect weather. Luxury fashion, high art and cinema. Aperol spritzes, Negronis and wine. The Roman empire and the Renaissance. And of course, cuisine. From “Roman Holiday” to “White Lotus” to any old corner pizzeria, that image of Italy is the one that endures for most people.

That image is also one of the country’s greatest assets in global affairs. By virtually every index, Italy has a tremendous amount of soft power, consistently ranking in top 10 lists in spite of the country’s perceived political instability. In Italy’s soft power arsenal, the country’s culture, both historical and contemporary, is its most powerful weapon.

Keep reading for free!

Get instant access to the rest of this article by submitting your email address below. You'll also get access to three articles of your choice each month and our free newsletter:

Or, Subscribe now to get full access.

Already a subscriber? Log in here .

What you’ll get with an All-Access subscription to World Politics Review:

A WPR subscription is like no other resource — it’s like having a personal curator and expert analyst of global affairs news. Subscribe now, and you’ll get:

  • Immediate and instant access to WPR’s fully searchable library of 16,000+ articles
  • Daily articles with original analysis, written by leading topic experts, delivered to you every weekday
  • Weekly in-depth reports on important issues and countries
  • Daily links to must-read news and analysis from top sources around the globe, curated by our keen-eyed team of editors
  • The Weekly Wrap-Up email, with highlights of the week’s most important coverage, and what’s to come.
  • Completely ad-free reading.

And all of this is available to you when you subscribe today.

More World Politics Review