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The study, sponsored by Intesa Sanpaolo and the Italiadecide association, analyzes the appeal of Italian cities and proposes policy strategies to strengthen their reputation through a critical examination of conventional rankings. Standardized rankings of urban areas often fail to fully capture a city’s reputation: to obtain a more complete picture, it is essential to incorporate the listening and interpretation of social experiences and citizens’ perceptions. “Urban reputation” thus emerges as a dynamic and relational asset, closely linked to perceived well-being and the quality of life.
Using an innovative model based on psychosocial analysis and a national survey, the study highlights the centrality of factors such as safety, environmental sustainability, accessibility, and quality of services in building urban reputational value.
The research shows that, on the one hand, the Italian cities most frequently featured in global rankings—Milan and Rome—are indeed recognized by residents as hubs of economic opportunity, culture, and vitality. Citizens appreciate their job opportunities, variety of services, and international standing.
On the other hand, it is precisely in these leading cities that structural issues are found which rankings tend to underestimate but which have a concrete impact on daily life: high cost of living, heavy traffic, poor air quality, bureaucratic delays, and inefficiency in the civil justice system. These issues lead to harsher judgments, particularly among younger people and families.
In contrast, medium-sized cities such as Bologna, Verona, and Bergamo—which are almost absent from the major rankings—receive very positive evaluations from residents. They are considered safe, orderly, well-maintained, and more people-friendly, with satisfaction levels that are on average higher than those in Milan and Rome.
This confirms that, for cities of similar size, a reputation where the external image aligns with internally perceived quality represents a competitive advantage, particularly in attracting residential investment and families.
In summary, therefore, rankings and internal perceptions coincide only partially. Italy features a mix of internationally renowned cities—which still need to strengthen certain essential aspects of urban quality—and lesser-known cities that are capable of offering a stable environment appreciated by residents.
The report therefore calls for the convergence of urban policies, tax incentives, and targeted investments to enhance basic services—mobility, safety, green spaces—and streamline administrative and judicial procedures.