"The limitless heritage of tourism and culture are the foundations of the future" Alessandro Zanini PRESIDENT of ASSORESTAURO

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1 "The limitless heritage of tourism and culture are the foundations of the future" Alessandro Zanini PRESIDENT of ASSORESTAURO Teheran May 17 th 2016

2 «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» 26 th January 2016 Hesamodin Ashna Cultural Advisor of Iranian President Hassan Rohani

3 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

4 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

5 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

6 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.

7 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 sector worldwide 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

8 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.

9 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

10 Restoration of the Gate of Peter the Great in Peter and Paul fortress, Saint Petersburg ( ) Restoration of The Dolmabahçe Palace Clock Tower, Istanbul ( ) Restoration of The Sheik Suleiman Mosque, Istanbul ( ) Restoration classes in Moscow, Russia CNRPM (CSRW),

11 Italy ranks 6 th 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 value added value added value (=non cultural tourism) «generates» 83,5 added

12 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 At his first press conference, President Rohani underlined the relevance of tourism enhancement Iran's international tourism has tripled in the latest years 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

13 The collaboration between Italy and Iran started in the 1950s. In collaboration with CNR, there are several ongoing partnerships: Arg-e-Bam: (2003) Pasargade 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 (31 st March 2015)

14 FUTURE COLLABORATION STRATEGIES 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)

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