The fifteenth “I Am Culture” report, drafted by the Symbola Foundation with the support of Unioncamere, describes a country that sees its cultural and creative identity not only as a source of prestige, but as a true economic and social infrastructure. In a complex global context, the Italian cultural production system demonstrates surprising vitality, defying economic difficulties through quality and beauty. The 2024 data confirms the strategic role of this sector, capable of generating wealth, employment, and innovation across all economic sectors.
The cultural and creative production system remains a fundamental pillar of the national economy. In 2024 the sector generated added value of €112.6 billion, recording a 2.1% growth compared to the previous year, higher than the average growth rate for the Italian economy. The employment situation is also positive, with over 1.5 million workers employed in the sector, accounting for 5.8% of the national total, up 1.6% compared to 2023.
However, the most significant finding emerging from the analysis is culture’s ability to stimulate the rest of the economy. The report highlights a 1.7 multiplier effect: this means that for every euro generated by cultural and creative activities, another 1.7 is generated in related sectors, such as tourism and transportation. Taking this into account, the overall value generated by the sector reaches the impressive figure of 302.9 billion euros, accounting for 15.5% of the entire national economy.
The strength of the Italian system lies in its dual composition. On one side, there is the so-called “Core Culture,” which includes traditional creative industries, performing arts, historical heritage, and media, capable of generating over 63 billion euros in added value. On the other, an increasingly decisive role is played by professionals known as “Embedded Creatives,” the creative professionals such as designers and communicators who operate within non-specifically cultural supply chains, from manufacturing to services.
This “embedded” component, worth nearly €50 billion alone, is the channel through which Italian culture and identity permeate Made in Italy products, giving meaning, vision, and recognition to products on international markets. This strategic convergence sees creativity incorporated into production processes, packaging, and services supporting corporate competitiveness.
The analysis of the individual sectors reveals a mixed picture that reflects ongoing technological transformations. The software and videogame sector remains the true driver of growth, with an 8% increase over the previous year, confirming the centrality of the digital sector. Conversely, traditional sectors such as architecture and design are showing signs of difficulty, recording a 6.3% decline, while publishing is slightly on the wane, and audiovisual remains largely stable.
From a territorial perspective, the geography of culture sees Lazio and Lombardy leading the way in terms of wealth produced, followed by Piedmont and Campania. Interestingly, Southern Italy, despite its lower overall share, is showing a higher dynamism than the national average in terms of growth. Tourism is still a key driver for these regions: over half of total tourist spending in Italy, amounting to €56.6 billion, is related to cultural consumption, with nearly 380 million visitors motivated by interest in artistic and monumental heritage.
The report finally outlines the major trends reshaping the sector. Artificial Intelligence has now firmly established itself in production processes as a “creative partner,” transforming production languages and timescales, while raising unprecedented ethical and legal issues regarding copyright. At the same time, attention to environmental sustainability and the role of culture as a welfare infrastructure, capable of generating social well-being and health, are consolidating.
However, structural challenges remain. While the sector boasts a young and highly skilled workforce, there is still a significant mismatch between the skills offered by the education system and the hybrid, technological, and creative skills required by the market. Contractual fragmentation and job discontinuity remain obstacles that need to be overcome to ensure the ecosystem’s full sustainability.
