MT19-ODP
7 - Impact

The economic impact of Matera 2019

The experience of Matera European Capital of Culture 2019 produced significant economic effects in the region. This special section of the portal illustrates the results that emerged both from the analysis of the internal databases of the Fondazione Matera Basilicata 2019 (dynamic chart), and from the elaboration of a series of databases of entities such as Apt Basilicata, Istat, Infocamere-Movimprese, conducted within certain independent assessment studies on the theme (static infographics).

Spill over effects and impact on the local supply chain

An examination of the categories of suppliers to which the Fondazione Matera Basilicata 2019 turned to implement the cultural programme showed that there was a massive activation not only of the production chains linked to the cultural and creative sector, but of other sectors as well, directly stimulated by the investment in original cultural productions, which experienced a spill-over effect. A further analysis of the provenance of these suppliers showed that Matera 2019 became a proven incentive for the local economic and entrepreneurial fabric. As illustrated in the assessment study “The effect of original productions on the cultural and creative chains and on other sectors” by PtsClas Spa, 59% of the legally binding commitments were reserved for local Lucanian businesses representing 44% of the Fondazione’s total budget. Excluding the category of artistic or curatorial services – sectors for which a high degree of internationalization was expected – from the basket of services and supplies the Fondazione relied on, 71% of the contracts signed with entities from Central or Southern Italy were with companies or professionals from Lucania.

The chart offers a visualisation of the suppliers divided into three geographic macro-areas (Basilicata, Italy, Foreign)

  • Geographical area
  • Type of expense
  • Expense amount
Note: The taxonomy “Category of expense” is the result of an elaboration by PtClas and the Fondazione Matera Basilicata 2019 generated by an analysis of the supply typologies that were activated. This elaboration became necessary to provide a more precise investigation of the professional figures involved in the complex process of Matera 2019.

The impact of a year of culture

Below is some of the most significant data that emerged from two studies conducted to assess the impact of Matera 2019: “The economic impact of Matera European Capital of Culture 2019” by City-O and “Matera 2019. Economic and social impact. Scenarios and ideas to manage the legacy and post Covid-19 revitalization” by SRM Services. For further information, please see the Appendix attached to the Monitoring Report.

How did tourist demand change between 2014 and 2019?

From 2014 (the year Matera won the title of European Capital of Culture) to the actual realisation of the event in 2019, the “city of the Sassi” registered an extraordinary increase in the number of tourist arrivals and stays, with a significant growth in the number of international tourists, in addition to a substantial increase in “day tourists” (estimated in the evaluation study by City-O), as well as the figures on the extension of the average stay. The investigation conducted by Datacontact on a sample of tourists in Matera showed that the choice to visit the city was strongly influenced by the title of European Capital of Culture. The relation between this response and the increase in the average stay therefore proves that the events in the Matera 2019 cultural programme induced tourists to stay in the city longer, transforming visitors into “temporary citizens”.

Arrivals in Matera

2014 2019 153,005 388,158
+153.7%
Source: Study by Fondazione Matera-Basilicata 2019 on Istat/Apt data

Stays in Matera

2014 2019 244,847 730,434
+198.3%
Source: Study by Fondazione Matera-Basilicata 2019 on Apt data

International arrivals in Matera

2014 2019 48,049 112,781
+134.7%
Source: Study by Fondazione Matera-Basilicata 2019 on Apt data

International stays in Matera

2014 2019 85,301 205,584
+141%
Source: Study by Fondazione Matera-Basilicata 2019 on Apt data

Number of tourists in Matera in 2019

hikers
876,520
Source: City-O
Group 271
attendance
730,434
Source: City-O

Arrivals in Matera

attendance + hikers
1.670M
Source: City-O

Total average stay, in days, in Matera

2015 2019 1.6 1.9
+19%
Source: Study by SRM on Istat/Apt data

How the range of accommodations changed from 2014 to 2019

The increase in tourism linked to the title of European Capital of Culture produced a significant investment on the part of private concerns in the hospitality sector, registering a far greater increase in the figures relative to southern Italy, not just in Matera but also in the province and in the entire region of Basilicata, which therefore benefited from the pull-through effect generated by the city of the “Sassi”. Matera in particular witnessed a growth in the number of 5-star hotels but the greatest increase was in holiday rental homes.

City of Matera

2015 2019 301 639
+112.3%
Source: Study by SRM on Istat data

Province of Matera

2015 2019 957 1,409
+70.5%
Source: Study by SRM on Istat data

Basilicata

2015 2019 482 865
+47.2%
Source: Study by SRM on Istat data

Southern Italy

2015 2019 29,005 35,464
+22.3%
Source: Study by SRM on Istat data

Number of 5-star bed-places

2015 2019 326 42
+284
Source: Study by SRM on Istat data

Number of 4-star bed-places

2015 2019 1,117 907
+210
Source: Study by SRM on Istat data

Holiday room rentals/vacation homes

2015 2019 1,076 3,247
+2,171
Source: Study by SRM on Istat data

Bed and Breakfast

2015 557 2019 851
+294
Source: Study by SRM on Istat data

Impact on GNP

The City-O study shows that tourist spending in 2019 as well as the value of real-estate investments for use by tourists in Matera during the years 2014-2019 had a multiplying effect, with significant impact on the city of Matera’s GNP.

Impact on tourism

121.3M €
Tourist spending in 2019
Source: City-O
224.3M €
Impact of the city’s GNP
Source: City-O

Value of real-estate investments for tourist use in Matera

30M €
Value of investments
Source: City-O
55.5M €
Impact of overall spending
Source: City-O

Young entrepreneurship, innovative startups, rate of new CCIs, employment

The study conducted by SRM highlights how in the cultural and creative field, closely connected to the experience of the European Capital of Culture, between 2015 and 2019 the number of businesses in the city of Matera grew at twice the national rate. For young enterprises, the positive rate of growth ran counter to the negative trend in southern Italy and the country in general. Innovative startups in 2019, the number of inhabitants being equal, were higher in proportion than the rest of Italy. Between 2015 and 2019, the SRM study also indicates, employment grew in general in the province of Matera, far exceeding the national rate.

Startup rate for CCIs

Matera
2015
2019
8.1%
Source: Study by SRM on Infocamere-Movimprese data
Italy
2015
2019
4.9%
Source: Study by SRM on Infocamere-Movimprese data

Rates of variation between 2015 and 2018 for young enterprises

Matera
2015
2018
+2.89%
Source: Study by SRM on Infocamere-Movimprese data
Basilicata
2015
2018
-0.39%
Source: Study by SRM on Infocamere-Movimprese data
Southern Italy
2015
2018
-5.9%
Source: Study by SRM on Infocamere-Movimprese data
Italy
2015
2018
-7.69%
Source: Study by SRM on Infocamere-Movimprese data

Number of innovative startups per 100,000 inhabitants and impact in terms of population

17.7
Matera
2019
Source: Study by SRM on Infocamere-Movimprese data
20.6
Basilicata
2019
Source: Study by SRM on Infocamere-Movimprese data
12.5
Southern Italy
2019
Source: Study by SRM on Infocamere-Movimprese data
17.4
Italia
2019
Source: Study by SRM on Infocamere-Movimprese data

Employment growth

+10%
Matera
Source: Study by SRM on Istat data
+4%
Italy
Source: Study by SRM on Istat data
+3.9%
Southern Italy
Source: Study by SRM on Istat data
+0.5%
Basilicata
Source: Study by SRM on Istat data
+1,900
Unità di occupati a Matera
2015
2019
Source: Study by SRM on Istat data

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