When my daughter graduated this summer, I thought it would be great for her to explore the world. She visited one of her friends in the United States, spending a few weeks in Georgia and touring the southeastern coast with her friends. But when she landed, one of the first things her host asked was, “Why Georgia? You’re from Rome, the city of La Grande Bellezza.”

Now my daughter is back in Rome, showing her friend from Georgia the city where they’ll be attending university together. Italy is no secret when it comes to being a must-visit destination—once in a lifetime, or even twice. But tourism here is still an untapped gold mine in many locations, one that should be further explored and maximized by both Italians and foreign investors.