"Tradition and culture are combined with product quality and innovation, projecting the charm of Made in Italy in every corner of the globe" in Italy. Barbara Beltrame Giacomello, Confindustria's vice president for internationalization, stated this. "The integration of culture and business is one of Italy's soft power assets. There is no other country that combines tradition and culture with product quality and innovation, projecting the charm of Made in Italy to every corner of the globe. In a global geo-economic scenario dominated by tensions and uncertainties", continued Beltrame, "it is more necessary than ever to increase the international projection of our economic, industrial and cultural system. This is why the promotional aspect of Soft Power is critical, as it can become an extraordinary tool for promoting the country's internationalization ". Achieving this goal requires keeping up the "teamwork that we have achieved in recent years, together with the activities of economic diplomacy," as stated by the vice president of Confindustria.