the limitless heritage of tourism and culture are the

Teheran May 17th 2016

"The limitless heritage of tourism and culture

are the foundations of the future"

Alessandro ZaniniPRESIDENT of ASSORESTAURO

Copyright Assorestauro 2011

«The dialogue with other civilizations is a key issue for

Iran... first of all with Italy, a friend and leading partner, with

whom Teheran wishes to strengthen not only economic

cooperation, but also cultural cooperation»

26th January 2016

Hesamodin AshnaCultural Advisor

of Iranian President Hassan Rohani


• Italy has the greatest number of UNESCO sites: 49

(5% of worldwide sites; 11% of Europe's sites)

• There are at least 4800 CH (Cultural Heritage) leading sites in Italy that can be visited all year round

• CH contribute to Italy's ranking 18 in the world brand

classification


PUBLIC ENTITIES

• The key role in Italy's CH and Tourism management falls upon MIBACT

• A relevant contribution to research and international

cooperation is offered by the regional governments

• MISE and ICE ITA Agency support the sector's promotion

and internationalization


A relevant cluster of research teams is costantly

involved in Cultural Heritage conservation and

Smart City strategies

The winning approach is to start from «demand»,

which translates into a problem-solving approach

A number of regional research clusters and

districts devoted to CH have developed in the latest decade


HIGH-LEVEL TRAINING

• In brief, the CH sector includes a number of businesses with a high

added value. For this reason, the sector works in close collaboration

with public and private research institutions, e.g. CNR (National

Research Council), ENEA Italian National Agency for New

Technologies, Energy and Sustainable Economic Develpoment

• Also, several Universities have developed educational curricula aimed

at training skilled professionals in the sector in the latest years.

• In addition to the above, such public institutions as ISCR and the

Opificio delle Pietre Dure are worth mentioning.


• The Italian restoration sector can boast excellent professionals and

world leaders in the sector (especially in terms of technology and specialization)

• Italian restoration is considered as an excellence in the sectorworldwide and represents a leading reference of Italian production

• The businesses of the sector supply the products and cutting-edge

technology used in CH as they are required by conservators and developed

by researchers


The conservation path is closely linked to cultural tourism and

functional to it.

The conservation path starts from planning the functional

rehabilitation of heritage and continues throughout its fruition and

multimedia content.


INTERNATIONALIZATION

• For the reasons above, a great potential comes from the

internationalization of the sector

• Internationalization of the whole Conservation path

• New strategies of diffusion and promotion will arise with:

• specialized and practical training

• foreign expert training

• best practices

• on-site training

• territorial development plans for CH tourism


• Restoration of the Gate of Peter the

Great in Peter and Paul fortress,

Saint Petersburg (2006-2008)

• Restoration of The Dolmabahçe

Palace Clock Tower, Istanbul (2008-

2010)

• Restoration of The Sheik Suleiman

Mosque, Istanbul (2012-2015)

• Restoration classes in Moscow, Russia CNRPM (CSRW), 2013-2014


• Italy ranks 6th among the world's tourist destinations (190

million arrivals)

• Italy's tourism sector generates 100 billion €, that is 10% of

GNP

H tourism employs 2 million people

• Culture generates 5% of GNP and employs 1.5 million

people

• CH tourism accounts for 30% of tourism

generates» 104,5 € added value

added value

added value

(=non cultural tourism) «generates» 83,5 € added

value


DEVELOPMENT BOOSTER

– is a strategic tool for territorial development; involves the local communities

– is good quality tourism; respects and preserves the local culture, traditions and lifestyle

– is less affected by seasonal variation

– ensures good spending power

– is a good defense against globalization

• In 2015, for the first time after 35 years, the number of tourists visiting

Iran (1.49 million) exceeded the number of Iranian travellers going abroad (1.4 million)

• Iran's international tourism accounts for 2% of GNP

• At his first press conference,

President Rohani underlined the

relevance of tourism enhancement

• Iran's international tourism has tripled in the latest years


The collaboration between Italy and Iran started in the 1950s.

In collaboration with CNR, there are several ongoing

partnerships:

• Arg-e-Bam: (2003) 2007-2011

• Pasargade 2011 -2017

• Archaeological missions, involving the following

Universities:

• Turin

• Bologna

• Naples

• Rome-La Sapienza

The Italian Minister for Cultural Heritage and Activities

and Tourism, M. Dario Franceschini, and the Iranian

Minister for Culture and Islamic Guidance, M. Ali

Jannati, signed an executive protocol for collaboration

between their respective countries (31st March 2015)


• Transfer of technology (TOT) and Italian know-how in Conservation Processes

• Supporting the development and enhancement of CH tourism with integrated projects

• Strengthening tourist interchange

is planning to organize a workshop to be held next autumn

on the issue of:

– Seismic reinforcement and structural rehabilitation of Historic buildings (in collaboration with the Islamic Art University of Tabriz)

FUTURE COLLABORATION STRATEGIES


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