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Film Tourism, A New Way Of Thinking and Acting

Posted in Festival history - Fourteenth edition 2016

[Ischia, June 28, 2016] Cinema and territory, in a word "Film tourism". We could use these simple words to define the 14th International Conference, held as part of the Ischia Film Festival directed by Michelangelo Messina, in the picturesque setting of the Aragonese Castle. The conference, entitled 'The Development Of Film Tourism In Europe Fourteen Years After: Analysis And Perspectives' hosted alternating speakers and some of the most important institutions in the sector, as well as the cherished presence of the Undersecretary at the Ministry of goods and cultural activities and tourism the Hon. Antimo Cesaro.
"This event in Ischia"  said the Secretary, "is leading the way in bringing forward the importance promoting locations in a new way. Indeed, it is thanks to the work of Michelangelo Messina if today we think in terms of Cinetourism and location, two words that until recently were unknown ".
The intervention of the Secretary was concrete and direct. Starting with the consideration that the Ministry which encompasses Tourismalong cultural heritage in its title, the Hon. Cesaro offered an overview on the current state of Italian legislation and the potential that cultural heritage can finally express, taking advantage of the emotions that are created with film.
"Italy is an open air museum but we haven't yet had the courage to invest in cultural activities such as this one. It is with great pride that I announce here that by the end of this summer, we will pass a new legislation concerning audiovisual (DDL Cinema is in discussion in the senate, after about 40 years of legislative silence),in effect creating new rules for the sector, with a focus on the enhancement of infrastructure and location, not the easiest locations for the filming but geographic locations that characterize the story itself. New funds, around 400 milion euros, will be alocated for the audiovisual industry leading to increased support. There is an area dedicated to six tax credit measures in order to stimulate foreign investment a section pointing to the strengthening of education, with schools and dedicated courses. It will also contribute to professionalize the film commissions, for the first time enclosed in a legislative measure. Great importance will be given to young people, with PON "Culture and Development" which will be launched next July 22 and will give the opportunity to fund projects for about 114 million euros. "
The institutions are moving and trying more and more to coordinate what happens in the vast audiovisual world to put in place resources, creating jobs and reactivating economic support.
"With the Cinetourism" he concludes "we can really promote the Italian brand, also because there is a practical consideration to make: for every euro invested in culture, it is estimated there is a multiplier of 1.7; while for every euro invested in film tourism the multiplier goes to 3.5. It is an opportunity to transform our oil, culture, into a thriving economy for young people and not only. Michelangelo Messina, I thank him for this valuable initiative and urge the institutions to support him, as well as the many young volunteers who work for the success of this event and can help create a new and thriving economy in the Film tourism circuit. "
"Being the only real event able to carry on objective studies on the subject for the last 14 years", added Michelangelo Messina, patron of the event "highlights how our work is going in the right direction, which is that of the promotion of the link between cinema , territory and tourism, as a force for a stronger economy. "
Giosi Ferrandino, the mayor of Ischia, and supporter of the festival: "I thank all who have come here on the island, and the political leaders who are present at this event, primarily the Hon. Cesaro and the councilor of the Basilicata Region, Braia. I firmly believe in the value of Film tourism as a means of promoting Ischia, a touristic island that owes much of its fortune to the filmmaker Angelo Rizzoli, he can not but be at the forefront of this concept."
Also firm the intervention of the regional Lucan councilor Luca Braia, who sees film tourism as the optimal local economy "if the sites become part of the film's narrative, the emotion value recreated will be worth more and the place itself becomes an attractive location. We are very proud to take part in the focus of the Ischia Film Festival and we aim at more future collaborations "
The impact that the film tourism has on the ground is very strong, also underlined by Maurizio Sciarra, President of Apulia Film Commission and the Englishman Adrian Wotton (Chief Executive of the British Film Commission and Film London, member of the Executive Board of "Euroscreen"). The example of Wotton is emblematic: structures have been created in the UK, locations used in film and television films, that offer services to beneficiaries, in order to have an experience directly related to films and territory. To systematize the territorial reality is a point put into practice by Spain, as illustrated by Piluca Querol, from the Andalusia Film Commission. "Locate the sites to enhance and connect them with a movie map or route is very important to create paths to take. This was done with the films of Sergio Leone or the recent "Callas for Ever" by Zeffirelli, and the effects have been very interesting." Also present at the discussion, representatives of various institutions that connect various projects, such as Cornelia Hammelmann (Fund Director DFF) from Germany, Aire Bohrer (Austrian Film Commissioner, member of the Executive Board Of The European Association Of Film Commissions) and Andrea Coluccia (responsible for the Creative Europe MEDIA Desk Italy - Bari Office).
Going back to the specific case of Basilicata, Paride Leporace (Lucania Film Commission), said that after the release of the film "Basilicata Coast To Coast" there has been a boom in sustainable tourism, with many choosing to explore the region cycling or walking. A tangible sign of the power of cinema.
Even Sue Beeton (Foundation Chair, College of Eminent Professors William Angliss Institute) from Australia, among the world's leading exponents on the film tourism, focused her speech on the need to enhance the area through film locations and vice versa, offering tourists the opportunity to live a new experience in contact with the reality of the place itself and mixed with the story told.
Also present was Patrizia Minardi (Department Of Cultural And Touristic Systems. International Cooperation. Basilicata Region), Francesco Di Cesare (Professor at the University Ca 'Foscari of Venice. President of "Tourism Answers"), Furio Regent (Professor at the Catholic University of Milan, Chairman of the Gruppo Uffici Stampa Lombardia), Giuseppe Lalinga (Gal Bradanica. "Film Tourism Experience") and Alessandro del Ninno (Tonucci & Partners).
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