In the 2023, the cultural and creative sector generated a added value of 104,3 billion euros and it took over 1,5 million workers, with a growth of +5,5% compared to 2022, exceeding the pre-pandemic levels of 2019. Overall, the sector contributes 296,9 billion euros to the Italian economy, including indirect effects.
These are some of the data presented in Annual Report “I Am Culture 2024”, realized by Symbola Foundation, Unioncamere, Guglielmo Tagliacarne Chamber of Commerce Study Center e Deloitte, with the support ofInstitute for Sports and Cultural Credit. Now in its fourteenth edition, the report highlights the crucial role of culture as a growth engine, contributing 5-6% of GDP and influencing employment with a multiplier impact that can reach 16-17%. The paper highlights the complexity and evolution of the sector, which includes a wide range of activities, from performing arts to design, and the need to collect data to better understand current dynamics.
Il relationship, which highlights the crucial role of the cultural and creative system for the Italian economy, was presented today by Ermete Realacci, president of the Symbola Foundation, Andrea Prete, president of Unioncamere, Alessandro Rinaldi, deputy director of the Guglielmo Tagliacarne Chamber of Commerce Study Center, Valeria Brambilla, partner and CEO of Deloitte & Touche Spa, and Beniamino Quintieri, president of the Institute for Sports and Cultural Credit.
Positive signs of growth are emerging, especially in Noon, although challenges such as job insecurity and resource fragmentation persist. Cities with cultural attractions play a key role in tourism, which accounts for almost half of total spending.
The report also addresses the'impact of new technologies and artificial intelligence, presenting both opportunities and challenges. The importance of developing superior digital skills, which are necessary for professionals in the sector, is highlighted.
In addition to economic data, the report highlights thesocial impact of culture, which promotes diversity and inclusion skills, which are essential for optimal resource allocation and to support sustainable development.
Growth of the value of the cultural and creative system
In the 2023, the Italian cultural and creative system has recorded significant growth, generating a added value of 104,3 billion euros, with an increase of 5,5% compared to 2022. Employment in the sector was 1.550.068, with an increase of 3,2%, confirming the central role of culture as an economic and social driver for Italy.
Le leading regions for cultural and creative specialization I am Lombardy, Lazio and Piedmont, all above the national average. Milan stands out as the province with the highest added value and employment, followed by Rome and Turin. In the South, Campania has the highest incidence in the sector (4,3%), while Calabria and Sardinia show positive signs, with increasing added value and employment.
Lombardy and Lazio continue to be the most productive regions in the cultural sector, while Calabria and Sardinia show the most significant growth in the sector.
Video games and publishing are the fastest growing sectors
Among the sectors with the greatest growth, the following stand out: video games and publishing. The software and video game sector generated 16,7 billion euros, representing 16% of the overall value of the cultural and creative system. A figure that now underlines the importance of digital and interactive media in the Italian economy.
Publishing has also recorded significant growth, contributing substantially to the wealth of the cultural sector. The growth of operators in the sector has been accompanied by a increase in companies involved, which reached almost 283.000, equal to 5% of the total national economic operators. The sector has recovered and exceeded pre-pandemic levels, confirming the return of demand for cultural content.
The software and video game sector stands out as the main generator of wealth, followed by publishing and printing with 11,5 billion euros. Also architecture and design contribute substantially, highlighting the diversity and complexity of the Italian cultural chain.
Despite the growth, a gap persists certain job insecurity. Sectors such as the performing and visual arts have significant shares of workers on fixed-term contracts, highlighting the need for more stable policies to ensure job security.
Southern Italy rises but gap with centre still wide
In 2023, a positive trend was observed in the South. South showed signs of recovery, with an increase in added value and employment. The Calabria e Sardinia recorded the most significant growth: +10,1% for added value and +6,8% for employment in Calabria; +9,4% and +6,5% in Sardinia. Although the the gap with the central-northern regions is still wide, these data suggest a possible trend reversal and a gradual recovery.
The role of the new generations
An interesting element that emerged from the report is the igrowing importance of young people in the cultural and creative system, both in the production and consumption of content. Social media such as TikTok and Instagram have played a crucial role in the dissemination of cultural content, lowering the average age of users and engaging an increasingly younger audience.
Another fundamental aspect is thetechnological innovation. Digitalization has pushed several sectors to integrate new technologies into production processes. In particular, the use of artificial intelligence is revolutionizing sectors such as design, architecture and communication, helping to improve content personalization and production efficiency.
The recovery of the historical and artistic heritage
Il sector of valorization of historical and artistic heritage has continued to grow, recovering, although not completely, the job losses recorded in the post-pandemic years. Employment in this sector represents 37% of the entire cultural system, with a growth of 6,9% compared to the previous year.
The report also highlights the challenges related to the climate crisis and the need for a sustainable approach in the cultural economy. Italy has the opportunity to become a protagonist in the ecological transition thanks to its cultural heritage.
"The strength of our economy and of Made in Italy owes much in all fields to culture and beauty, more than in other countries. Culture and creativity, in addition to enriching our identity and fueling the demand for Italy in the world, can help us to face together, without fear, the difficult challenges that we have ahead, starting with the climate crisis. Italy, with over a million and a half cultural and creative workers, can offer an important contribution to an industrial and green transition on a human scale and, also for this reason, more competitive and more capable of the future, as the Assisi Manifesto supports. The strength of our exports also comes from this" he declared Hermes Realacci, president of the Symbola Foundation.
"The cultural and creative sector has reached a significant industrial dimension in Italy, as demonstrated by the data in the report presented today, and must be able to represent a cornerstone of the economic and social recovery policies of our country. Providing adequate financial support is an essential prerequisite to allow the sector to face the challenges posed by digitalization and activate a change of pace in the pace of public and private investments. Currently, municipalities allocate only 28% of capital expenditure to cultural activities. As a public bank for the sustainable development of the country, through sport and culture, it is our task to support market operators with finance aimed at promoting projects with a high impact on the territories, paying particular attention to the South, custodian of an enormous cultural heritage to be enhanced" commented Beniamino Quintieri, President of the Institute for Sports and Cultural Credit.
Top twenty provinces for added value and employment of the Cultural and Creative Production System
Year 2023 (absolute values and percentage incidences on the total Italy)
| Value added | Occupation | ||||||
| Pos | provinces | Millions of euros | In % of the total Italy | Pos | provinces | Number of employed | In % of the total Italy |
| 1 | Milano | 18.489 | 17,7 | 1 | Milano | 207.781 | 13,4 |
| 2 | Roma | 14.118 | 13,5 | 2 | Roma | 180.682 | 11,7 |
| 3 | Torino | 5.719 | 5,5 | 3 | Torino | 79.373 | 5,1 |
| 4 | Napoli | 3.272 | 3,1 | 4 | Napoli | 54.727 | 3,5 |
| 5 | Bologna | 2.715 | 2,6 | 5 | Florence | 39.844 | 2,6 |
| 6 | Florence | 2.666 | 2,6 | 6 | Bologna | 37.504 | 2,4 |
| 7 | Brescia | 2.040 | 2,0 | 7 | Padova | 30.242 | 2,0 |
| 8 | Bergamo | 2.004 | 1,9 | 8 | Brescia | 29.038 | 1,9 |
| 9 | Padova | 1.984 | 1,9 | 9 | Bergamo | 28.893 | 1,9 |
| 10 | Verona | 1.844 | 1,8 | 10 | Verona | 28.310 | 1,8 |
| 11 | Vicenza | 1.819 | 1,7 | 11 | Treviso | 26.944 | 1,7 |
| 12 | Monza-Brianza | 1.730 | 1,7 | 12 | Bari | 26.863 | 1,7 |
| 13 | Treviso | 1.727 | 1,7 | 13 | Vicenza | 26.567 | 1,7 |
| 14 | Venice | 1.514 | 1,5 | 14 | Venice | 25.016 | 1,6 |
| 15 | Modena | 1.486 | 1,4 | 15 | Monza-Brianza | 23.075 | 1,5 |
| 16 | GenoVa | 1.470 | 1,4 | 16 | GenoVa | 22.402 | 1,4 |
| 17 | Bari | 1.427 | 1,4 | 17 | Modena | 22.326 | 1,4 |
| 18 | Varese | 1.301 | 1,2 | 18 | Palermo restaurants. | 20.847 | 1,3 |
| 19 | Palermo restaurants. | 1.179 | 1,1 | 19 | Varese | 19.935 | 1,3 |
| 20 | Trento | 1.176 | 1,1 | 20 | Trento | 16.924 | 1,1 |
