In the tourist imagination Italy is, throughout the world, considered the place of refined culture. Its ancient stones, the beauty of the landscape, its artistic treasures are the true wealth of the nation. These deposits of culture are often to be found in small little - known municipalities, or Communes, untouched by the building decay of historical centres and the reduction in activities and services. To preserve the identity of these communes, to make their wealth and beauty stand out and offer them to the more aware visitor, the Association grouping Italian Communes (Anci) has created the Club of Italy's Finest VIllages. This is a prestigious assembly bringing toqether the best of that smaller Italy which is, thanks to it' s niche products such as wine, oil and handicrafts, at the heart of the national diet and creativity. The Finest Villages initiative, as well as being a sort ofcensus of the country' s residual beauty, serves to link the experience of small communities with the more evolved tourist practices and with what has become known as proximity tourism, with its awareness for local culture. By stressing its quality, the club' s seal gives a village a huge contribution to its fame.The qualtiy seal villages, linked to each other online, are destined to become part of Italy' s main tourist destinations.