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# 81 JULY 18 , 2016
nomy: -0,1% added value, -1,5% employment. Looking at the dynamics of the sectors, the most important are those related to the design performance (+ 10.8% in
value and + 13.8% for employment), the creative-driven production (+ 5.4% added
value and + 1.4% for employment), videogames (+ 3.7% for the added value and +
1% for employment) and music (+ 3.0% in value).
If we look beyond the perimeter of the cultural and creative enterprises, to benefit
from a significant thrust of the culture is in particular, as is to be expected, tourism:
more than a third (37,5%) of tourist spending is indeed activated precisely by culture.
Besides tourism, there is also the agribusiness world. The alliance between culture
and the world of food is definitely among the most promising alliances in recent
years, with star chefs that refer to local cultures and design and art, and the kitchen
transformed from an object to a subject of communication, and therefore of cultural
production.
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From these numbers we can catch the signals of a broad cultural movement, which
affects the whole society and, by osmosis, the economy. It confirms the growth in
traditional segments that cross culture and production, those who - in the words
of Carlo M. Cipolla - allow Italy to produce in the shadow of its steeples things
that please the world, such as design, this year starred in a record of visitors to the
design week "Salone del Mobile". But Italy has also grown in segments in which it
had fallen behind in the past, catching up in the international context: it is the case
for example of video games or of music industry, thanks to the contribution of new
technologies.
Thanks to a tailor-made training for the producers, the digital technologies confirm
as an enabler of a large part of manufacturing: from communication to crafts 4.0 to
public involvement in the design and development of products.
Of course, many innovative experiences have been created for the protection and
enhancement of our cultural heritage. More and more spontaneous phenomena
emerge, related t o the role of inhabitants and users: episodes of rediscovery of the
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WE THE ITALIANS | 49
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