Italy is still the country of contrasts that often become paradoxes. To stay competitive some issues should be solved, now, more than ever, because it is a very favourable time for tourism in our country and in the world. Let’s start from paradoxes. We are among the leading countries in Europe for the number of available rooms per hotel, so we are first for accommodation capacity. However, if we look at the offer, we find out that we are not on the top of the hit parade for the average rooms per hotel. As well as we are not leading in another speciality: several big international hotel chains are in Italy. However, not all of them. And the number of big groups, compared to the number of hotels in Italy, is still limited. Is this a strength or a weakness? This is a very important issue in the Italian hotelier history. An issue to face to make the offer even more competitive, not forgetting that tourism industry puts companies in challenging situations, such as what lately happened to Valtur. The strength of Italy is the high quality, the very high quality, of hoteliers. We have small hotels, but they are exceptionally charming and important. Is it good to hope for more involvement of the big chains? Yes, of course. They offer the chance to move large-scale investments to our country. In order words, I would like to underline that the Italian hotel model is so unique that keeps its strength right from this condition that needs to be preserved and above all developed under every profile. Offer, entertainment, business, leisure, services for people and companies are the key factors of the successful recipe of Italian hotel offer, mixed with the ability to marketing, technological and service innovation. This is the new frontier we are called to conquer. Quality of services is essential now that competitors come from all over the world. Italy is highly competent, and we should use and sustain this competence. The experience offered by Italian hotels is unique. So, let’s fight for this with proud, without underestimating our value.