"Sistema Italia" meeting hosted by the Italian Embassy in Washington DC

Public Diplomacy and the integrated promotion of Italy in the U.S. were the focus of the "Sistema Italia" meeting hosted by the Italian Embassy in Washington.

The meeting, attended by Consuls, Directors of the Cultural Institutes and ICE, Attachés of the Bank of Italy, Scientific Attachés and all other representatives of Sistema Italia in the U.S., was attended via video link by Ambassador Terracciano, DG for Public and Cultural Diplomacy at the Farnesina and Min. Plen. Cecilia Piccioni, Central Director for Integrated Promotion and Innovation of the same administration.

"We need to promote our history, culture, language and tradition but also focus on modern and innovative Italy in all sectors and on our leadership in sustainability," Ambassador Zappia pointed out, highlighting as examples the new Innovation and Culture Center in San Francisco and Rome's candidacy for the 2030 World Expo.

"Enhancing Italy's soft power abroad, focusing on our art, culture and priceless heritage, is the central mission of the Directorate General for Public and Cultural Diplomacy," reported Ambassador Terracciano. "The United States represents a particularly fertile ground from this point of view, by virtue of the intensity of bilateral relations and the strong demand for Italy that we find."

The meeting continued with insights on: effective public diplomacy strategies, promotion of soft power, Italian culture and language; economic/commercial promotion, with a focus on innovative and leading sectors in the medium term; and science and technology, with a focus on the osmosis between research and industry and the ability to network with Italian researchers in the US.

This was followed by a meeting of Directors of Italian Cultural Institutes and Science Attachés and a meeting of school principals in the US.

On the same day, the Embassy of Italy hosted the first meeting in the U.S. of the Transatlantic Investment Committee, a forum for promoting investment between Italy and the U.S., and the launch of the Washington Chapter of the LUISS University of Rome alumni network.

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