Cultural diplomacy is not always given the right value, but the work behind these efforts is more varied than we might think and ensures a huge economic return to Italy. This is the position expressed by the Deputy Prime Minister and Minister of Foreign Affairs, Antonio Tajani, in an interview given to Agenzia Nova in view of the States General of Cultural Diplomacy, a Conference that will be held in Matera on 5 and 6 November. Minister Tajani explained: “Culture is an extraordinary vehicle for building sound and profitable international relations. Giving culture a role equal to that of politics and economics enables Italian diplomacy to establish deep and lasting ties between nations, based on the sharing of common experiences and traditions. This approach to diplomacy helps build fertile ground for international cooperation, fostering a dialogue based on respect and mutual understanding that manages to remain open even in contexts of crisis and conflict, where other channels of foreign policy face more constraints.”
The Minister also focused on the enhancement of the Italian cultural heritage. He said: “We are carrying out a very detailed program to present abroad a cultural offer that respects Italy’s huge heritage. We are also trying to go to the Italian territories to explain what we do. Bearing this in mind, we have decided to hold the States General of cultural diplomacy not in one single day at the Foreign Ministry in Rome, but by going to other cities. We did it in the past and this year we will be on 5 and 6 November in Matera, a city which has already been European Capital of Culture, with a strong international projection and a rich and lively cultural environment. The meeting will be divided into two days: the first will be an institutional one, with my address and those of other government colleagues, and the second one will be dedicated to an internal discussion to refine our action of cultural promotion in the world.” This work is also the result of a strengthening of relations with the Ministry of Culture. Minister Tajani explained: “We are collaborating more closely with the Ministry of Culture (MiC). For example, the MiC has made available works of art that are in the deposits of Italian museums, i.e. 85 percent of the Italian cultural heritage, with which we will organize exhibitions abroad through the network of embassies and cultural institutes.” The economic value of all this work should not be underestimated.
Minister Tajani also explained the reason why culture is also a powerful economic tool: “the so-called “Economy of Beauty”, which includes sectors such as design and fashion, has an estimated value of around 600 billion euros per year, accounting for over 29 percent of the national GDP. It is a sector that employs almost one and a half million people, with more than 280 companies operating in the sector. Cultural exchanges stimulate tourism, attract investment, create employment and promote trade in cultural products. This balanced approach between culture, politics and economics enables us to address global challenges with a holistic and inclusive vision, and to remain competitive on an international level. Within the “Economy of Beauty”, according to data from the latest Symbola-Unioncamere survey, cultural companies are worth around 100 billion euros in turnover per year. Adding the related industries – transportation, catering, hospitality, plant engineering, communications – we get to 240 billion, accounting for about 10 percent of GDP. This means that taking Italian culture abroad and internationalizing companies operating in the cultural sector is a direction of economic growth as much as the export of more traditional goods and services”.
The Minister also illustrated some of the activities carried out by the Foreign Ministry, which this year has devoted special efforts to Italy’s participation as guest of honour in the Frankfurt Book Fair, in addition to numerous other initiatives, such as support for over 260 archaeological missions abroad and an exhibition of mosaics currently travelling in Asia and America. The Foreign Ministry is also focusing on contemporary art. Minister Tajani explained: “One thing is when we talk about Leonardo, Raphael, Roman columns, but Michelangelo Pistoletto, for example, despite being a big name, is less well-known abroad. We have therefore aimed to make his works and those of other contemporary artists known in Asia and now we want to start bringing them to Africa, where there is a very lively market. We also aim to bring the ‘Farnesina Collection’ abroad, a true museum of contemporary art that has around 700 pieces that decorate the premises of the Ministry, giving our cultural diplomacy a tool that is unique in the world. A project is now underway to bring the most recent works from the Farnesina Collection to the Cultural Institutes, to introduce many young and emerging artists to the global public.” There are many initiatives for 2025: for example, a show designed for an international audience that condenses the history of Italian opera, the production of which has been entrusted to the Maggio Musicale Fiorentino; a series of initiatives to celebrate the Rome of Jubilees; an innovative exhibition on the relationship between tradition and innovation in the history of Italian creativity.
The Ministry of Foreign Affairs and International Cooperation therefore carries out many activities and, in view of better coordinating them, it was decided to focus on Cultural Institutes. Minister Tajani stated: “An integrated strategy has been adopted to develop the cultural aspect of our diplomatic action that promotes Italian excellence in the artistic, language and food fields through cultural events, exhibitions, festivals and exchange programs. This strategy is based on the central role played by the 88 Italian Cultural Institutes and Italian schools operating throughout the world, as well as on collaboration with research centres, universities and the media to promote a modern and consistent narrative of Italy. The Foreign Ministry also participates in archaeological missions and cultural cooperation projects at an international level, and provides scholarships and training programs to encourage the study of the Italian language and culture abroad, thus contributing to the spreading of Italian culture at a global level.”
This integrated strategy includes the agreement between the Ministry of Foreign Affairs and International Cooperation and the Ministry of Culture, a document “signed to regulate the implementation, management and control relations and activities within the scope of Investment 2.1 “Attractiveness of villages” of the NRRP. The result of this agreement is the creation of a collaboration system that allows both Ministries’ resources and skills to be exploited to the fullest. A virtuous example is the project “Tourism of Roots”, an integrated strategy for the recovery of the tourist sector in Italy after the Covid-19 pandemic. This type of collaboration is essential to “create a system”, to create synergies that amplify the impact of cultural and tourist initiatives, promoting the attractiveness of Italian villages and enhancing the national cultural heritage. Collaboration between the various government bodies is essential to ensure an integrated and coherent vision of Italy, promoting a holistic approach that takes into account the different skills and resources available.”
