Making available to Italian and international decision-makers an innovative and reliable country index that can offer a representative profile of the attractiveness and competitive sustainability of countries and, as a result, provide dependable information to aid in making system-wide choices about growth and optimization of the pro-business environment.

Global Attractiveness Index

Strategic management of the country’s “pro-business” image and its standing in international competitiveness rankings are key issues for development and growth.

Today, unlike Italy, many of the most dynamic and competitive countries have developed precise communications strategies for their country’s image and have created the framework for monitoring and managing its ranking in international classifications. In addition, these classifications – in which Italy is always near the bottommake use of methodological features (for example, many are based on qualitative surveys) that lead to even significant distortion (as in the case of Italy) in what is the actual situation.

On the basis of these considerations, in 2016 The European House – Ambrosetti—in conjunction with ABB, Toyota Material Handling Europe and Unilever—launched the “Global Attractiveness Index” project with the goal of making available to Italian and international decision makers an innovative and reliable country index that could offer a representative snapshot of a country’s attractiveness and sustainability and, as a result, provide dependable information for making system-wide decisions regarding attractiveness, growth and optimization of the pro-business environment.

In 2017, in light of the success of the first year, The European House – Ambrosetti has launched a second year of activities. The 2017 ranking was presented on September 3, during our 43rd annual Forum Intelligence on the World, Europe, and Italy.

The report summarizes the findings of the second year of activity of the Global Attractiveness Index Advisory Board, which analyzed, in detail, the methodologies used to construct the main international rankings. Then, starting from the problem-areas uncovered, it has built an innovative and reliable index of attractiveness—the Global Attractiveness Index—to present to the business community and policy makers. The Index seeks to bridge a number of gaps (which are presented in the report) that emerged from a detailed examination of the other international rankings, by adopting an advanced conceptual approach and methodology that is fully in line with international best practices regarding composite indicators.

The Report’s 10 key points
Global Attractiveness Index
The True Barometer of a Country’s Attractiveness
Report 2017 – 2nd Edition
Conceptual Map

Concurrently, as the result of a scouting process of international best practices in the management of country-image, The European House – Ambrosetti has prepared a dashboard for the five main economies in the European Union (France, Germany, Italy, the United Kingdom and Spain). In addition, the Italian edition includes an appendix dedicated to Italy in which a number of recommendations and operational proposals have been formulated for the Italian government, with the aim of implementing an action strategy to improve Italy’s image and attractiveness.

The solidity of the Global Attractiveness Index has been certified by the independent statistical audit of the European Commission’s Joint Research Centre. The Joint Research Centre statistical validation and quality control process will also continue for the 2018 Index.
Global Attactiveness Index
Presentation by Enrico Giovannini 

Global Attractiveness Index – Report 2016

Investing in Italy – June 13, 2017 – Ministry of Foreign Affairs

Investing in Italy: Regulatory and Institutional Framework for Foreign Investment

Round Table – December 5, 2016

How much is Italy really worth?

Interviews on AmbrosettiChannel – Youtube