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Edoardo Tresoldi, Etherea (2018). Photo © Roberto Conte

With the Pandemic, the tourism industry has experienced a sharp decline and has also demonstrated the fragility of this economy, dependent on the flow of foreign visitors. Attendance at museums and heritage sites has collapsed. However, heritage is a sustainable asset that cannot be relocated.


We must give it a new impetus to attract a local public, fond of new experiences. Heritage can propose new animations, new playful and cultural practices by using multimedia tools but also by combining different artistic practices. 

It is also necessary to use new communication channels to attract a younger audience. Generation Z, a digital consumer and already very connected, is the heritage clientele of tomorrow. Cultural tourism will also be experiential for this generation.

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