Social and Made in Italy, the best content creators who tell the Belpaese story were awarded in Florence

Promoting Made in Italy through social media and recognising the value of content creators as new ambassadors of Italy as an ideal tourist destination. This is the objective of the Italy Ambassador Award (Iaw), the recognition that today at the Leopolda in Florence announced the winners of its fourth edition, sponsored by Enit- Agenzia Nazionale del Turismo and hosted as part of Bto - Be Travel Onlife, the Italian event dedicated to digital tourism. The award brought together institutions, brands and more than 150 creators from all over Italy and abroad to celebrate this year's theme, Cross Travel, a theme that, as the organisers explain, aims to create bridges between physical and digital experiences, between territories, people and technologies "to tell of an increasingly aware, inclusive and connected tourism".

From best food and beverage, to travel, fashion and beauty, through to luxury and lifestyle, the numerous categories rewarded the best voices on Instagram and Tiktok that told the story of all the most relevant areas of made in Italy. Serena Polini - @serefoodetravel and Natalina Moroni - @nonnanatalina1935 in food, for example, then Monica Magnani & Alessandro Papi - @viaggimagnani, Martina Califano & Giorgio Pirola - @inviaggiocoltubo and Antonio Di Maiolo - @antoniodimaiolo in travel, and Cristina Losani - @cristinalosani and Simona Bertolotto - @sissiottostyle in fashion, are just some of the winners announced today in Florence (the full list is on italyambassadorawards.com).

Among the out-of-competition prizes, special awards were presented to protagonists who embody the values of the prize: the architect Sofia Gioia Vedani, owner of Planetaria Hotels, for 'kindness' as a human and entrepreneurial value; Davide Rampello, for the 'enhancement of cultural heritage' thanks to his authentic account of Italy in the Countries and Landscapes section; the councillor of Rome Alessandro Onorato, for 'artistic and tourism promotion' and his commitment to sustainable and innovative tourism; Bernard Dika, for 'innovation and young talent', symbol of a new generation capable of inspiring change with vision and civic commitment.

"This edition also confirms that the synergy between institutions, companies and creators can generate concrete and lasting value," said Svetlana Trushnikova, founder of Italy Ambassador Awards, who also thanked IAW's friend countries, Austria for 2025 and Spain for 2026, "which with their participation strengthen the international dimension of the award".

After the success of the first stages, in 2026 the "IAW On the Road" format will continue, a journey through the Italy of content creators between trends, accessibility and digital innovation. The meetings will delve into the strategic role of creators in the narration of territories, in the evolution of digital languages, and in the promotion of an authentic, sustainable and inclusive tourism.