Italy is a small country: it occupies just 0.2% of the emerged lands, accounts for less than 1% of the global population, yet it concentrates 5% of the sites recognized as World Heritage by UNESCO, generates 3.1% of global exports and 2.1% of the Planet’s gross domestic product.
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«We are a cultural superpower», observes the Minister of Foreign Affairs and International Cooperation, Antonio Tajani, speaking at the Conference of Directors of Italian Cultural Institutes (IIC), which was held in Verona from 20 to 23 July. A network of 88 entities in 63 countries, which annually organize over 5,000 promotional events, thanks to a public investment of approximately 24 million per year. «Culture is an extraordinary element of strength to promote our identity and our economy in the world, and cultural institutes are ambassadors of an Italy that is a giant in culture», said Tajani.
Culture is identity, it is values, it is a lifestyle. But it is also a driver of wealth and employment, as Federico Silvestri, CEO of Gruppo il Sole 24 Ore, recalled, speaking at the event. In 2023, the group began collaborating with Maeci on the Farnesina Laboratory project, which transformed into the Growth Laboratory in 2026. The objective is to map Italian initiatives and realities to be supported and promoted abroad through the network of embassies, consulates, and Italian cultural institutes. So far, 11 Italian cities have been involved, through one-on-one meetings organized between Ministry officials and local cultural operators, and three projects have been completed. «Italian cultural institutes and the system of cultural diplomacy are a strategic infrastructure for the country, which produces not only knowledge and expertise, but also competitiveness and growth», said Silvestri. The 170 billion euros of exports of beautiful and well-made products, estimated by Confindustria, «remind us that cultural reputation is not an accessory element of the economy, but one of the prerequisites for its value», he added, emphasizing that culture directly generates almost 116 billion euros in added value and fuels approximately 49 billion in sectors that benefit from culture, from fashion to design, from hospitality to services.
Minister Tajani also recalled some figures that highlight the importance of culture not only from an identity perspective but also economically. «The culture industry is worth 310 billion, equivalent to 15.4% of national wealth – said Tajani, citing data from the “Io sono cultura” Report by Fondazione Symbola, presented last week – and employs one and a half million people, 5.7% of Italian employment».
The cultural industry includes not only sectors traditionally understood as such, but also productive sectors that fully participate in creating Italian identity and lifestyle. Matteo Zoppas, president of the Ice Agency, clarified this, observing that «we Italians are famous worldwide not only for our artistic culture, but also for our artisanal and industrial culture, which spans various sectors, including design, fashion, food and wine, technology, and craftsmanship». Zoppas recalled the synergistic work between the 90 Ice offices worldwide and the Italian cultural institutes, under the direction of Maeci. «Culture is an ambassador of dialogue and peace, but it is also growth diplomacy, supporting the government’s goal of reaching 700 billion euros in exports by 2027».
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