CCTV.com - CNTV English - CCTV News

Italy encourages patrons to invest in art heritage: official

05-17-2011 16:28 BJT

ROME, May 17 (Xinhua) -- The Italian government is eager to offer tax incentives to all patrons and trustees who want to invest in the preservation of the country's many artistic and cultural jewels, a Culture Ministry official says.

"We really need to introduce tax incentives to attract investors from all over the world, people who are interested in adopting our Coliseum and Pompeii because Italy's heritage is so vast the state cannot do all on its own," Mario Resca, director-general of the Culture Ministry, told Xinhua in a recent interview.

Rome's Coliseum, for instance, has recently been "adopted" by world-famous Italian shoe brand Tod's, which will be investing some 25 million euros in a major restyle project aimed at recovering the ancient amphitheatre's original beauty.

But foreign brands are also welcomed. Earlier this month, French luxury group Louis Vuitton signed a 2.5-million-euro agreement with Rome city authorities for remodeling the typical ancient Roman cobblestone streets in the historic center.

The Italian government hopes that these will be the first of a series of partnerships between the public and private sectors to safeguard historical sites, art galleries and monuments from falling apart.

It's all a matter of care and passion, said Resca. "I have worked at the ministry since three years ago and my strategy has always been to motivate social and economic protagonists in contributing to the preservation of Italy's artistic patrimony. My vision is focused on stimulating this approach as it is done all over the world."

Other promotional means by which to boost revenues for the cultural sector is through the extension of museums' opening hours and the launch of special celebrity campaigns which stand as a unique opportunity to lure more visitors.

"We need to promote what is one of the main assets of our country. After all, Italy owns a great part of the Western civilization, the Romans contributed in spreading civilization all over Europe and our goal is to showcase to humanity in the best ways possible such cultural and artistic accomplishments," Resca said.

Related stories


Hot Videos view more

The celebrations are still continuing as the victorious coach, Joachim Loew, has been honored for his achievement in his hometown of Freiburg.
Germany coach Loew honored in hometown of Freiburg

Chinese men´s national team continued its preparations for next year´s Asian Cup, as they managed a one-all draw against visitors Jordan during a football friendly in Harbin, the capital city of Northeast China´s Heilongjiang Province.
China held to 1-1 draw by Jordan

The defending world champs came into the contest with a perfect 6-and-oh record, but they would be in for a tough first half before opening things up in the second.
USA beat Slovenia 119-76 in quarter-finals

Hot Stories more

UK authorities believe killer of James Foley is a British national

Across the UK the hunt is on for James Foley’s killer, who authorities believe is a British national. As Richard Bestic reports from London, Prime Minister David Cameron cut short his summer break to lead his government’s response.

Israeli war jets renews Gaza strike as truce talks stalled

Three Palestinians were killed and 40 others wounded in the intensive Israeli war jets´ airstrikes on the Gaza city on Tuesday night, shortly before an end of a 24-hour ceasefire in the Gaza Strip,

Missouri police arrest dozens after violent night

As the protests in the town of Ferguson, Missouri turned violent with police facing ´heavy gunfire´ from some ´criminal elements´, cops fired tear gas, stun grenades and arrested 31 demonstrators on Monday night.

Picture in news more

More Video News

Choose TV Program