A meeting entitled ‘Malta, the possible model of Mediterranean Culture’ has been held at the Chamber of Commerce of Matera and was promoted by the Italo-Maltese Chamber of Commerce. Among the people present were Albert Marshall, head of the Malta Arts Council, Noel Zammit, head of Heritage Malta, Mario Galea, CEO Malta Enterprise and Stanislao Filice vice president of the Italo-Maltese Chamber of Commerce. All were in
Matera to recount the Maltese experience as European Capital of Culture, which ended last December, with the scope of indicating the way to a successful business model to Matera which has taken up the post of European Capital of Culture after Malta.
‘Whether directly or indirectly, 30% of my business income during 2018 has come form the movement created by ‘Valletta 2019, European capital of Culture’. With our electronic monetary system, we have played our part. But all has worked because there exists an ecosystem which was put into place in order to value cultural initiatives and make them economically viable’. With this brief statement, Germano Arnò, has stated how cultural
initiatives have an immediate repercussion on the economy. Hence, two sectors which seem opposite, can collaborate, ‘because culture costs money but culture can also produce money’.
‘In order to create this win-win situation’, adds Arnò, ‘it is necessary to create a proper ecosystem in which every stakeholder plays his part, in which there is collaboration between the private and the public actors’.
The concrete example of a successful collaboration between institutions and the business world was given by Roberto Celli, a business man who travels the world exporting Italian culture. He is the creator of Unescosites, a multimedia show which takes visitors through the most important Italian Unesco sites. ‘We launched our show in Peking’, said, Celli, ‘because China, which has an ancient history and covers a vast territory has 50 Unesco
sites, while Italy has 53 such sites. We are the two nations in the World with the largest number of Unesco sites’.
According to Celli, investment in Culture produces an income nine times the value of the initial expense. However, it is important to follow the principle of educating with fun. This is why the most successful initiatives make great use of innovative technology, such as augmented reality.
Technology is certainly a winner for Em@ney. The simplicity of payment services relies on the ability of applying the potential of new technology to personal requirements above all when one travels be it for tourism, business or for some other reason.