DG VAL

Visione

Premise
Italy has the largest cultural heritage in the world - with its cities of art, landscape, museums, archaeological sites, libraries and archives - admired and envied by all. The demand for cultural tourism is growing around the world and represents one of the most significant segments of the European tourism market, whereas about 40% of those who decide to travel in the Old Continent are motivated by a desire to participate in cultural activities.

Vision
In line with these premises, the Ministry of Cultural Heritage is responsible for this heritage, reaching a position of leadership that is recognized on an international level.

Our institutional goal is to bring to this precious heritage to  the highest possible number of people, jointly enhancing protection and conservation, two concepts essential for correct development. In this context, the aim of the Ministry is also to create economic development for the country through effective promotion of cultural tourism and the whole economic chain connected to it (food and wine, hotel trade, transport, publishing, crafts, construction, creativity).

Objectives
To counter the decline in the number of visitors in recent years in the state cultural sites, we have given ourselves easily verifiable quantitative targets. The General Directorate of Management and Promotion of Cultural Heritage is committed primarily to reversing the negative trend of visitors (-0.38% in 2006/2007, in 2007/2008, -3.89%, -2.22% in 2008 / 2009), a three year strategy to reverse declining numbers: 2010 +3% over 2009, up 5% on 2011 2010, +10% on 2012 2011.

The results obtained so far have been met with satisfaction, thanks to the joint work of all of MiBAC: 2010 closed with a 15.21% increase in visitors (equal to +4,915,409 visitors) and a 7.52% increase in box office ticketing alone (equal to €7,294,798 cash) than in 2009.

Strategy
This result was possible thanks to the definition of a strategy that has put the focus of our attention to the needs of the visitor, through the implementation of targeted communications campaigns and diversified promotions. The work was shared with all employees of the Ministry giving new motivation to operators throughout the territory and working jointly with the unions.

The General Directorate of Management and Promotion of Cultural Heritage and all of MiBAC work to develop a culture of hospitality shared by citizens and institutions. To improve services to the public within the institutions new tenders have been issued for the allocation of services to the public (the so-called “added services”), taking into account international standards and changing needs of visitors. We aim to achieve a total positive experience from our users.

We are also convinced that for the optimization and modernization of the whole system of public cultural heritage, institutions must have administrative autonomy, a clearer separation between the activities of protection/preservation and development, and simplification and facilitation in tax relief for individuals investing in culture.

We are working to ensure that culture becomes increasingly a priority in the political, economic and social development of our country.

Article 9 of the Constitution of the Italian Republic:

The Republic promotes the development of culture and scientific and technical research.
It protects the landscape and the historical and artistic heritage of the nation.

Article 6 of the Code of Cultural Heritage:

1. Enhancement consists in exercising the functions and regulation of the activities aimed at promoting awareness of cultural heritage and to ensure the best conditions for public use and enjoyment of the same heritage, even by persons with disabilities, to promote the development of culture. It also includes the promotion and support of conservation of cultural heritage. With reference to landscape enhancement it also includes the rehabilitation of compromised or degraded buildings and areas under protection, or the realization of new consistent and integrated landscape values ​​ (1).
2. The valuation is carried out in ways compatible with the protection and not undermined by these requirements.
3. The Republic encourages and supports the participation of private entities, individually or jointly, in the promotion of cultural heritage.

(1) amended by Section 1, paragraph 1, letter b) of Legislative Decree no. March 24, 2006, No 156, Article 2 of the Decree. March 24, 2006, No 157, Article 1 of Legislative Decree no. March 26, 2008, No 62 and Article 1 of Legislative Decree no. March 26, 2008, No 63.

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