The opening premise of this National Interest roundtable was that although Italy boasts a cultural heritage without equal, it is unfortunately not exploited to best advantage through a uniform and identifiable strategy actually capable of generating economic benefits comparable to those produced in other countries despite having a much poorer cultural offering.
It was noted that the forging of museum networks is definitely a model conducive to improved exploitation of cultural heritage, as the success of many experiences of this kind in Italy has shown, provided however that any such efforts seek to involve the entire community in the areas covered by a given network.
In order to boost the efficiency of the cultural sector and cultural networks (including but not limited to those that are museum-based), it was suggested that management skills need to be further developed by investment in university training and the provision of managerial support services by private-sector operators. Such skills need to combine strategic thinking with entrepreneurship, which is effectively the only way of not just tapping into the economic potential of culture but also of generating the fresh stimuli essential for seeding new culture.
Also deemed essential were efforts to foster innovation in the cultural sector. In this regard, it was felt that the extraordinary advances made in the field of information and communications technology offer numerous possibilities. Increasing the openings for appropriately-trained young people to work within cultural institutions and networks was seen as one approach that could help ensure that this area of opportunity is pursued with fresh ideas and the necessary vigor.
It was further stressed that greater public and private resources should be channeled towards the cultural sphere, and that more care should be paid in managing available resources. Apropos of the latter, the participants called for the widespread adoption of sound managerial oversight systems, as well as greater transparency with regards to management and operational data of all cultural institutions, in order to enable the introduction of performance-based criteria for allocating financial resources, and, hence, the formulation of policies that more effectively support the cultural sector. Those in attendance also considered it imperative that both businesses operating in cultural industries and public authorities should keep a lookout for the many opportunities offered at the European level, and which, unfortunately, are rarely exploited to the fullest.
The participants pointed to the wisdom of raising awareness among the general public and within national government institutions of the close link between culture and economic growth – a link deemed far too little understood up till now. To that end, it was argued that the adoption of a wider definition of “culture” would be worthwhile, encompassing not just the arts, but also natural heritage and, above all, Italian manufacturing. In particular, this latter should include sectors such as fashion, food, mechanical engineering and furnishings – the very “vehicles” that have conveyed Italy’s style and image throughout the world.
It was suggested that localities in Italy should be prepared to receive cultural tourists (especially from abroad) that are hungry for tangible and intangible attractions, and eager to spend time in a setting where monuments, landscapes and artifacts all combine to establish a captivating identity that is unique in the world. Moreover, the participants underlined that efforts to stimulate domestic cultural demand are also essential, with the aim of reversing a negative trend that is impoverishing Italy in more than just an economic sense. In short, government authorities were called upon not only to support the supply side of the sector, but also the demand side.
In terms of individuals and businesses, it was felt that their role should go beyond mere philanthropic support aimed at strengthening and promoting the growth of social responsibility, and should extend to playing a proactive role in the cultural development of the country. It was observed that medium-sized enterprises, in particular, are capable of generating culture through their business activities and investing in it, as long as the public sector is prepared to communicate with them in a clear-cut and effective manner. Businesses too can adopt a network-based approach so as to more effectively develop and exploit the country’s cultural heritage, in the knowledge that – while the capacity for innovation is a driver of business and local-area competitiveness – art and culture cannot help but serve as a stimulus for such innovation.
In conclusion, the participants emphasized that the regulatory and bureaucratic complexity that characterizes Italy does not help direct efforts to exploit the country’s cultural heritage, nor indirect efforts to that end stemming from the initiative of private individuals and businesses. Hopes were therefore expressed that such processes might be simplified in order for benefits to be reaped in Italy at both a local and national level.