New multilingual platform Italy Now launches to showcase Italy beyond the headlines

Rome— A new digital publication dedicated to promoting Italy's culture, innovation and economic excellence to international audiences was launched this week at the Foreign Press Association in Italy, with support from leading figures in tourism, exports and business.

Presented at Palazzo Grazioli in Rome, Italy Now is a cultural journalism platform publishing in eight languages and aimed at readers seeking a deeper understanding of contemporary Italy beyond the country's most famous landmarks and breaking news stories.

The publication was unveiled before an audience of journalists, diplomats, business leaders and institutional representatives by co founders and co editors Sabina Castelfranco and Alina Trabattoni, who described the project as an effort to tell the stories often overlooked by mainstream media.

Built around the motto "Authenticity is the new luxury", the platform will focus on Italy's towns and villages, cultural heritage, gastronomy, entrepreneurship, innovation and digital transformation, highlighting the people and communities that contribute to the country's international reputation.

Delivering the keynote address, ENIT President Alessandra Priante said storytelling had become increasingly important in an age shaped by artificial intelligence.

"Italy is the most beautiful story in the world," Priante said. "Visitors do not come only to see Florence or the Colosseum. They come because they want to experience what it means to be Italian."

She added that platforms capable of communicating in multiple languages and sharing authentic stories could play an important role in strengthening Italy's image abroad.

The event also featured an address by Mauro Battocchi, Director General for Export Growth and Promotion at Italy's Ministry of Foreign Affairs and International Cooperation, who emphasised the connection between storytelling and economic growth.

"The strength of Italian exports lies in manufacturing excellence, but also in the stories, skills and territories behind that excellence," Battocchi said.

Among the other speakers were representatives from the Bank of Italy, Ferrari Trento, the Fondazione Donà Dalle Rose and leading figures from the fields of cultural heritage, tourism and regional development.

Castelfranco said the publication aims to fill a growing gap left by traditional media organisations that often lack the resources to cover local stories from smaller communities.

"For us, authenticity is the new luxury," she said. "Italy Now is a promise to readers: verified stories, genuine voices and an Italy that extends far beyond tourism."

Trabattoni said the project was designed to celebrate the country through journalism that informs while creating value for readers.

"We want to give a voice to the Italy that works, creates and innovates away from the spotlight," she said. "The stories neglected by larger media outlets are often the most authentic."

During the launch, the founders announced that Italy Now has been selected as an entrepreneur in residence by a joint incubation programme involving the University of Cambridge and international venture capital funds. The publication is also being incubated through the entrepreneurial forum of the London School of Economics.

The platform officially went live on June 10 and is available in eight languages at italynow.co.uk

PS