Italian culture sector faces uncertain reopening amid pandemic

Italian Culture Minister Dario Franceschini has signaled a potential reopening of theaters and cinemas, but museums remain excluded from the list of sectors set to resume activities. The article, written by cultural planner Massimiliano Zane, argues that reopening without a strategic plan is meaningless. The pandemic has devastated the cultural sector, with theaters and museums losing ticket revenue, and canceled events unlikely to be rescheduled. School tourism, a critical seasonal revenue source, has been lost. Many institutions are now looking to 2022 for any programming. Zane criticizes the lack of a cohesive industrial plan for culture in Italy, contrasting it with other productive sectors. He calls for substantial, long-term investment rather than palliative measures like Art Bonus. He emphasizes the need for the sector to shed its self-referentiality, listen to markets and audiences, and develop new forms of community engagement. The article also addresses the need for better communication, training, and evaluation within the cultural sector. Zane argues that culture must be seen as an investment, not an expense, and that the post-COVID recovery requires a shift in perspective. He warns against rhetorical gestures, such as the symbolic reopening of theaters on World Theatre Day (March 27) that never materialized. The piece concludes that reopening doors is not enough; the sector must rebuild trust and offer genuine hospitality.