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Promoting cultural tourism through on-line access: MICHAEL and the Italian Cultural Portal


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Title: Promoting cultural tourism through on-line access: MICHAEL and the Italian Cultural Portal

Promoting cultural tourism through on-line
access MICHAEL and the Italian Cultural Portal
Rossella Caffo - MiBAC Coordinator of the MICHAEL
The MICHAEL Project is funded under the  European
Commission eTEN Programme
Table of contents
  • Definition of cultural tourism
  • Whats up in Italy

Past present
  • While tourism has traditionally been viewed with
    a strictly economic lens, tourism policies today
    take a wider view, including its social, cultural
    and ecological dimensions.

And also
  • Knowledge and leisure are nowadays the
    fundamental needs to be satisfied while
  • New vision of tourism
  • not only SUN, SEA and SAND,

Cultural tourisma definition
  • World Tourism Organization (WTO)
  • Narrow definition
  • "Movements of persons for essentially cultural
    motivations such as study tours, performing arts,
    and cultural tours, travel to festivals and other
    cultural events, visits to sites and monuments.
  • Broad definition
  • "All movements of persons might be included in
    the definition because they satisfy the human
    need for diversity, tending to raise the cultural
    level of the individual and giving rise to new
    knowledge, experience and encounters.

Other reflections
  • ICCROM and UNESCO Developing Tourism and
    Protecting Cultural Heritage A Challenge for the
    Twenty-First Century (Rome - 5, 6 September
  • Cultural heritage plays an important role in the
    expansion of tourism
  • Tourism can have negative impacts on the
  • The philosophy of "Sustainable Tourism"
    encourages a development but does not pay enough
    attention to the detrimental impact on the
    conservation of cultural heritage by an
    uncontrolled mass tourism.
  • More than ever tourists must be aware that
    cultural heritage is fragile and they can
    contribute significantly to its preservation.

UNESCO and ICCROM recommendations
  • Developing information for tourists on the
    cultural heritage, including interpretation of
    its significance and meanings, and that it is
    irreplaceable when destroyed or damaged
  • It was recognized that
  • tourism industry impacts cultural heritage
    (negative as well as
  • positive)
  • tourists are ready to understand and to be made
    aware on cultural heritage issues, if they are
    given the opportunity to be appropriately
  • the link between tangible and intangible cultural
    heritage is a basic element of understanding and
    interpreting cultural heritage and should not be
    dissociated in an awareness raising action on the
    fragility of cultural heritage

ICOM Proposal for a Charter of Principles for
Museums and Cultural Tourism
  • Museums constitute an important resource for
    Cultural Tourism for their conditions of
    multiplicity, uniqueness, freedom, flexibility
    and creative potentiality.
  • PRINCIPLE No. 2 The interaction between tourism
    and museums is a relationship that can affect the
    preservation of natural and cultural heritage.
  • PRINCIPLE No. 3 In regards to cultural tourism,
    museums should encourage the active participation
    of the local communities in the planning of both
    heritage management and the operations of tourist
  • PRINCIPLE No. 4 A harmonious relationship
    between museums and cultural tourism should
    address all constituent aspects of the museum.
  • PRINCIPLE No. 5 From an economic point of view,
    commercialisation of cultural tourism based on
    heritage resources should include profitability
    in its economic, social and environmental

In a few words
  • Cultural tourism is a way to know, improve,
    preserve and exploit the cultural resources,
    landscape, architecture, artistic activities and
    unique character of a particular place.

  • Accessibility, visibility and services are the
    key words of cultural tourism

An overview ofthe Italian situation
  • Cultural heritage distributed widespread in the
  • Tourists have a wrong perception of the CH only
    the great monuments and museums are visible (the
    Colosseo, the Uffizi Gallery etc)
  • How to exploit the lesser known CH?

The ItalianPortal of Culture
  • A catalogue of the Italian cultural heritage
  • It integrates the Italian culture in a European
    and worldwide context, through the creation of
    digital resources according to the international
  • The Portal is an integrated access point,
    promoted and validated by MiBAC to facilitate
    discovery and interconnection of the resources of
    the Italian cultural heritage and activities

Goal of the the ItalianPortal of Culture
  • The Italian Portal of Culture will make use of
    digitised content
  • to bring to an even wider public both the well
    known and the lesser known Italian CH
  • to create new and customised tourism services and
    itineraries across Italy

The ItalianTouring Club-TCI
  • The TCI, thanks to an agreement, will make
    available a data-base for the Portal with the
    cultural information from 65 guides to the
    Italian regions and towns.

(No Transcript)
Current status
  • The prototype of the Portal is being tested.
  • The first core will be published on the internet
    in June 2006.

User profiles
  • Many possible users,
  • among whom

Scenario 1a foreign tourist
  • Available services
  • Language selection gt Spanish
  • Multi-layers map of the area chosen gt layers
    museums of the Veneto region gt Venice museums
  • Save and print of the map gt possibility of
    printing additional information on specific
    museums (I.e. Peggy Guggenheim museum, Correr
    museum etc)
  • Registration form gt creation of personal folders
  • The Spanish tourist together with his family
    chose museums to visit, comes back to his folders
    and checks the opening hours of the Correr
    museum, the ticket price and the availability of
    didactic services
  • e-booking gt the tickets can be booked or bought
    by the internet gt purchase with credit card gt
    print the voucher

Scenario 2the art student
  • Free search through the Portal gt generic research
    about Caravaggios painting gt hundreds of results
    results SBN records, SIGEC records, temporary
    exhibition gt web site of the exhibition
    Caravaggio lultimo tempo organised by MiBAC
    Caravaggios digitised painting from all over
  • The art student decides to focus his research on
    the similar collections of Caravaggios paintings
    elaborated in Europe
  • Interaction with MICHAEL gt discovery of the
    European digital collections about Caravaggio
    produced in Europe gt many information about the
    The supper at Emmaus kept at the National
    Gallery gt the student chooses to go visiting the
    Caravaggios paintings at the National Gallery
    during his summer stay in London

Tour itineraries
  • The Italian Culture Portal will have a specific
    section devoted to the tourist itineraries
  • Geographical search gt creation of a customised
  • Typological search (fountains of Rome, roman
    amphitheatres in Campania etc)
  • Recommended itineraries

Internet Culturale
  • The Italian Digital Library Portal and the
    Tourist and Cultural Network elaborated by the DG
    for libraries of MiBAC http//www.internetcultural
  • An integrated access to the digital resources of
    libraries and archives
  • Services
  • Bibliographical research
  • Access to the digital collections
  • Cultural itineraries

Scegli Italia the goals
  • The Italian Portal of Culture will supply the
    cultural information to Scegli Italia, the
    national Portal of Toursim.
  • Scegli Italias goals
  • To strengthen the Italia brand
  • To make the promotion more effective
  • To valorise the Italian tourism offer
  • To improve the services connected to tourism

Scegli Italia
  • A governmental initiative
  • Involvement of the Regions, 7 Ministries, and the
    Italian National Bodies for Tourism (ENIT)
  • 3 core content providers
  • Public administrations
  • Specialised bodies
  • Tourist operators

The Italian galaxy
SCEGLI ITALIA the portal of the Italian tourism
CULTURAITALIA The Portal of the Italian Culture
Internet Culturale
The trans-European gate
  • The MICHAEL project aims to create inventories
    and to provide online multilingual access to
    cultural digital collections through out Europe.
  • MICHAEL and the Italian Cultural Portal are fully

Opportunities within the European dimension
  • bringing together national, regional and local
    initiatives in Italy, to create a national
    service integrated with the other national
    services of EU countries
  • increasing the world-wide visibility of the
    different national cultural heritage
  • fostering tourism in Europe by integrating the
    MICHAEL discovery service with other travellers
    support services.

More services
  • Wider access and increased knowledge of the
    cultural heritage lead to the creation of
    services related to culture in the different
    economic and social sectors.
  • MICHAEL will be a goldmine of cultural material
    for exploitation and re-use
  • By a larger and larger number of national
    cultural portals
  • By the cultural tourism applications
  • For educational purposes
  • For e-commerce purposes
  • By creative SMEs

MICHAEL and the Portal of the Italian Culture
  • Integrated projects
  • Both based on MINERVA guidelines
  • MICHAEL-IT will be part of the Portal
  • Through MICHAEL the records of the Italian Portal
    will be visible at international level

MICHAEL and promotion of cultural tourism
  • Italian experience shared approaches,
    integration, interoperability with the other main
    national instruments for promoting Italy as
    cultural tourism destination Culturaitalia and
    Internet Culturale.
  • The lesson learnt
  • MICHAEL is a powerful way to access the European
    cultural digital collections, but this must be
    complemented with other targeted services.
  • It is necessary that MICHAEL is inserted into
    national contexts in order to get the maximum

In the end
  • The digital collections and the digitised
    cultural objects are like a magnifying glass for
    the cultural heritage, supporting exploitation
    and promotion of the cultural heritage.