Starting from the belief that Italy has a great tourist potentiality, this study intends to measure the appeal of European market, and of Italy in particular, for US residents. Moreover Italy’s image is investigated using an unstructured method that considers the nouns/adjectives associated to the country from the respondents. 119 personal interviews were conducted in different US States from July to August 2007. The analysis of the questionnaire confirms the strong position of Italy comparing to the others EU and world States and make it possible to identify interesting differences between people who already visited Italy and nonvisitors.