Cimmino: “The BBF is our identity card in the world. Quality, creativity and trust are the assets on which our country's growth potential is played out”.”

Rome/Prato, 3 March 2026 - The growth of Made in Italy goes through solid trade agreements, strengthened multilateral bodies and the ability to protect the brand from Italian sounding. This is what emerges from the 13th edition of Esportare la Dolce Vita, the Report of the Confindustria Study Centre, produced in collaboration with SACE and with the support of ANFAO, Confindustria Accessori Moda, Confindustria Nautica, Federalimentare and FederlegnoArredo, presented today in Prato at the Museo del Tessuto.

With over 170 billion euros worth of goods with a high symbolic and identity value, Made in Italy “Beautiful and Well Made” confirms its centrality for the country's growth. The research estimates an additional potential of 27.6 billion euro of BBF exports, largely concentrated in mature markets, which account for 19.4 billion. The United States, Germany, France, the United Kingdom and Spain lead the demand, confirming how Italian products with high aesthetic, qualitative and cultural content continue to stand out for their competitiveness and international recognition.

In emerging markets, with a potential of 8.2 billion, growth is driven by China, United Arab Emirates, Turkey, Russia and Kazakhstan. In these areas, Made in Italy is perceived as a synthesis of creativity, craftsmanship and innovation, elements that strengthen the distinctive value of BBF goods.

“A multi-level strategy is needed to enhance the value of Made in Italy: strengthening trade agreements, protecting our brands, and accompanying companies in technological and sustainable innovation to strengthen their production capacity. Today, free trade agreements are an essential strategic lever for the competitiveness of Italian industry, they open access to strategic markets, strengthen the Italian presence and contribute to balancing crucial geopolitical dynamics. In this sense, the agreement with Mercosur and the closing of negotiations with India represent fundamental steps. Only in this way can we transform global opportunities into concrete and lasting growth, consolidating the Italian reputation as a synonym of quality, creativity and trust. The BBF is our identity card in the world, and it is on its assets that our country's growth potential is played out”. Said Barbara Cimmino, Vice President for Export and Investment Attraction of Confindustria.

“The choice of our territory as the venue for the first Italian presentation of the ‘Exporting the Dolce Vita’ report is a source of satisfaction for us,” comments Fabia Romagnoli, president of Confindustria Toscana Nord. "The industry of Lucca, Pistoia and Prato has a strong vocation for exports and is representative of that Italy that recognises and identifies itself in the 'Beautiful and Well Made'. Fashion, mechanics, paper, chemistry, plastics, pharmaceuticals, food, stone, shipbuilding, and furniture are the main sectors in our territory: true excellence, with international-level summits. The Confindustria report does not merely describe what exists, but also indicates a route for the future. A route that it is essential to chart because the strength of Made in Italy cannot be taken for granted: exports will continue to be the backbone of the national economy as long as companies are able to compete effectively in international markets. Europe and our country are called upon to do everything in their power to enable them to express their full potential."

The Report underlines how expansion into emerging and mature markets, combined with the technology push and the use of digital platforms, can generate new opportunities for industrial collaboration, joint investments and shared innovation and sustainability projects. The BBF thus remains a strategic lever for building more integrated value chains and strengthening Italy's presence in the new global trade routes.

Today, the BBF can count on more than 1.2 billion affluent or very wealthy consumers, ready to appreciate quality Italian products. In this context, artificial intelligence proves to be a key tool for optimising production processes, personalising the offer and strengthening global competitiveness.

Digital channels and brand recognition also remain key tools to fully exploit the potential of exports, together with integrated sustainability strategies in all supply chains. At the same time, the protection of Made in Italy against counterfeiting and Italian sounding is an essential condition to preserve the value of the brand in the world.