The Matera European Capital of Culture 2019 challenge is one of success, showing how culture can be a driving force for the economy, with a “spectacular” tourism impact and a focus on How successful are the original products.
“Matera has recorded the highest ever growth of a European Cultural Capital in the tourism sector both on the supply and demand side. The focus on original products means 45 million people spend on Cultural products have created a double figure per GDP: this means that 1 euro invested in culture has had an impact of 2 euros on the economy not only in the cultural areas but also in for jobs and creative businesses, “Rossella Tarantino, director of the Matera-Basilicata Foundation 2019, opened the meeting with an explainer live broadcast, conducted by Marino Sinibaldi, with the Minister’s attendance. Dario Franceschini culture, dedicated to ‘Matera 2019, a challenging field’. The meeting presented data from the Fund’s monitoring and evaluation activities on the results of the Matera European Capital of Culture 2019.
Franceschini of Matera European Capital said: “It’s a great winning story, first in planning and then in management, with growth that will last for years.”
“It is important that in the South there is a city that is a role model for the whole of Italy,” added the minister.
As Michele Somma, vice president of the Matera-Basilicata 2019 Foundation recalls, “the experience of European Capitalism redefines the role and perspective not only of Matera but of the whole of Basilicata. in 2014 it was 244 thousand visitors per year., in 2019, they increased to more than 730 thousand.
They have nearly tripled over the past five years. More than 15% of the measurable tourism is the GDP of the city of Matera, for Basilicata it drops to 3-4%. This rate can be increased to 20% by even estimating travel without registration. Tourist spending on the city has been calculated to be over 224 million euros and we are talking about a town with just over 50,000 inhabitants.
Tarantini also focuses on the great media work done: “48 countries talked about Matera on a budget that would cost 110 million euros to get the same result. That was 50 million euros for that. a huge contribution from the Department of Cultural Heritage, the City and the Region and from private partners ”.
Among the moral examples to be pursued are “Matera, a place for cultural research and production, among others, the great exhibition of the Renaissance seen from the South and great works with San Carlo Theater. ‘Capital in a day’ experience where all the Basilicata towns have become protagonists of a cultural program and the Open Design School, the prototype of a literary production. horizontally “.
“Now there is the challenge of rethinking, in which the cultural dimension becomes the foundation on which all the formulas that a city can evaluate have to be reexamined,” Mininni explained. Chemistry is what drives economic innovation and innovation, ”explains Mininni, while Petraglia focuses on the importance of cultural cooperation and outreach.
“More than one-third of the program participants are generally of low average education and the majority of the participants with low middle-income are widely represented. Two indicators show that the participants are not unusual. regular approach to cultural events “.
Sacco also emphasizes how the development of skills has a very positive impact. “Have a high engagement rate with + 30% attending at least 10 events”. For Matera 2019, a new challenge is opening up, Argano explained, about “how to capitalize on the sparks of the entire road. Cities are back on plan and it is important to remember that Matera made a claim. defines a basic principle: cultural infrastructure is human. “
For Nicoletti “today Matera could be a candidate as an ideal place to test innovation policies”. Mayor Bennardi, elected in 2020, hopes that we can work as local and national governments to ensure that Matera can equip itself with the infrastructure that allows Matera to link up. connecting with regions in the Region. There is also a need to ensure that it can become a university town and that there is much more work to be done in the innovation and management of cultural sites that perhaps just one foundation will not be enough. “
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