Matera 2019 European Capital of Culture: Economic and Cultural Impact Report

A report on the impact of Matera 2019, European Capital of Culture, reveals significant economic and cultural benefits for the Basilicata region. The event, which ran for 12 months with years of preparation, generated 224.3 million euros in GDP for Matera and 422 million euros for Basilicata in 2019. For every euro spent by a cultural tourist, 1.85 euros were activated; for every euro invested in cultural productions, 2 euros were generated; and for every euro spent on tourism-related real estate, 1.5 euros were activated. The 49 million euros invested in the cultural program produced a total economic impact of 91 million euros. The 'Passaporto per Matera 2019' subscription allowed low-income individuals and non-traditional audiences to participate in events at a symbolic price. The event involved 131 spaces in Matera, 14 of which were recovered and opened to the public for the first time. Co-creation and cultural citizenship were central, exemplified by the Open Design School project. The report was presented at a conference featuring Minister of Culture Dario Franceschini, who praised Matera as a model for sustainable tourism in southern Italy. Studies were conducted by CityO (Giovanni Padula), Carmelo Petraglia, Pierluigi Sacco (OECD advisor), Mariavaleria Mininni, and Lucio Argano.