The ‘Vivere all’italiana’ (Italian Way of Life) integrated promotion plan, launched during the Conference of the Italian Cultural Institutes’ Directors in December 2016, was drawn up by the Ministry of Foreign Affairs and International Cooperation in collaboration with the Ministry for Cultural Heritage and Activities and for Tourism, the Ministry of Education, University and Research, RAI, the Dante Alighieri Society and other culture diplomacy partners.
The plan is a way for Italy to reinforce and convey to others its key role in terms of artistic and cultural heritage, creativity, innovation and lifestyle; this plan provides an institutional strategy for cultural and economic promotion and innovation in response to the world’s ‘demand for Italy’, thus strengthening the country’s positioning in the global context through coordinated cultural, economic and scientific promotion initiatives.
The 2017-2020 strategy covered the following sectors:
- language, literature and publishing
- visual arts, with a particular focus on contemporary works
- film and audiovisual works
- cultural and creative industries
- live entertainment
- science, research and innovation
- the university system
- archaeology and heritage protection
- Italy’s museum system
- tourism and regions
- economic diplomacy
Find out more The Italian Way of Life
Restart: culture as the basis for Italy’s new narrative
Following the health emergency caused by the COVID-19 epidemic, the Directorate General for Cultural and Economic Promotion and Innovation launched a programme of initiatives to create a new and more powerful narrative for Italy abroad, relaunching and supporting the country’s cultural and creative industries.
The promotion and dissemination of Italian culture abroad is a formidable tool for enhancing Italy’s cultural innovation, as well as accelerating the country’s economic and regional development. For this reason, in keeping with the strategic guidelines for the ‘Vivere all’italiana’ (Italian Way of Life) integrated promotion plan and thanks to the resources allocated by the Italian government starting from March 2020, the Directorate General has outlined a broad schedule to continue with high quality cultural programming targeting international audiences, also through the use of cultural products available in streaming and on demand on digital platforms.
This programme of initiatives was defined in close collaboration with the Ministry for Cultural Heritage and Activities and for Tourism and liaising with both the sector’s representative associations and European partners.
The initiatives that began to be promoted online and abroad in 2020 embrace all areas of cultural promotion:
- visual arts
- film and audiovisual works
- live music and entertainment
- publishing and literature
- archaeology and cultural heritage
- Italian Law Decree no.18 of 17 March 2020, converted with amendments into Italian Law no. 27 of 24 April 2020
- Italian Law Decree no. 34 of 19 May 2020, converted with amendments into Italian Law no. 77 of 17 July 2020