Tourism and culture are undergoing a transformation and digitalization process, also driven by funding from the National Recovery and Resilience Plan (NRRP - M1C3). Exceptional opportunities for local development in the cultural sector have emerged, involving medium- to long-term initiatives aimed at facilitating and supporting investments with lasting economic impact.

At the core is a new approach and strategic vision based on the ability to share best practices, create new networks, overcome language barriers and sensory or mobility challenges, and move beyond the “hit-and-run” tourism model by attracting and retaining visitors.

Destination management, flow control, immersive and personalized experiences (including for children), Extended Reality, Artificial Intelligence, avatars, and gaming are some of the innovative tools that can meet these new demands.

The goal is to make the storytelling of heritage and culture increasingly immersive, sensory, and customizable.

These objectives support the involvement of public entities through the Special Public-Private Partnership (SPPP) model - a form of collaboration between public bodies and private partners characterized by simplified governance, operational flexibility, and broad technical discretion for better asset enhancement.

The SPPP acts as a multiplier for NRRP resources, as private sector involvement brings additional financial resources, engages local communities, and fosters collaboration with volunteer organizations and the Third Sector.