Cultural tourism after Santanché's resignation: challenges and

Cultural tourism after Santanché's resignation: challenges and priorities

The resignation of the tourism minister prompts a moment of reassessment for Italy's cultural sector. Beyond the political episode, key questions remain about public policy effectiveness and the country's ability to turn artistic and landscape heritage into sustainable, territorially balanced experiences.

Recent indicators show a decline in tourism's economic weight: from an estimated 10.8% of GDP in 2024 to lower figures in 2025. Structural issues cannot be solved by high-profile promotional slogans alone; durable results depend on coordinated interventions.

• Promotion and image: initiatives such as "Open to meraviglia" aimed to highlight Italian icons and products, but real impact requires alignment with cultural programming and quality services.
• Accessibility and services: museums, archaeological sites and cultural networks need investment in accessibility, digitization and visitor services to foster deeper cultural experiences.
• Governance and investment: reorganizing promotional agencies and leadership appointments create opportunities but demand transparency and outcome-oriented management.
• Territorial distribution: reducing reliance on mass tourism concentrated in a few hubs and promoting routes and services in smaller areas can spread socio-economic benefits more evenly.

Looking ahead, priorities should include infrastructure and accessibility upgrades, integrated cultural valorization with local territories, and incentives for high-quality experiences. These measures are essential for converting Italy's rich heritage into long-term gains for communities and cultural operators.