From the Grand Canal of Venice to the flowing lava of Etna, Italy is a land of unique and alluring contrasts. And, once you've met its people, explored its regions and sampled its rich and varied culture, you're sure to be back again and again.

Today, this storied nation, this enchantress of Europe, remains one of the world's premiere destinations. It is said that Italians possess the secret of life. To many Italy remains a seductive mistress that lures visitors back year after year seeking that mysterious and elusive Italian style.

Modern travelers are drawn to its cities, its villas, its art, its churches, its 20 different regional cuisines and, of course, its breathtaking natural beauty, the "style" of Italy is what consistently appeals to those who seek magic of everything Italian.

From the look of a Lamborghini Gallardo to the feel of a pair of expertly crafted leather shoes, from "taking the cure" in Merano to skiing the powder of Courmayeur, Italy is about savoring life to the fullest, and embracing style at every turn.

At a time when the competition for international tourism is hotter than ever, the ability to sell quality of a travel destination rises above all other considerations in marketing to foreign visitors. With today's market, Italy has an enormous opportunity to underscore the quality of a vacation to the land of many contrasts, varied beauty by offering travelers the wide and distinct variety of "Italy in Style". This appealing magnet will attract an even greater international clientele.

Viva la Bellezza!!

From fashion to food, la bellezza, "beauty for its own sake" is at the heart of Italy's creative style. Our "Italy in Style" is all about traveling with la bellezza in mind.