In Italy, art and cul­ture are an es­sen­tial ele­ment of its ge­netic code that de­fines the country iden­tity, that is its DNA.

Pro­mo­ting and en­han­cing this ex­tra­or­di­nary re­source can be a real driver of eco­nomic de­ve­lop­ment and growth, mainly thanks to the great po­ten­tials it can ex­press.

The range of ac­ti­vi­ties that centre around Cul­tural He­ri­tage in Italy is broad, di­ver­si­fied and in con­stant evo­lu­tion. In ad­di­tion to tou­rism and re­lated busi­ness ac­ti­vi­ties, pro­fes­sional ac­ti­vi­ties connected with ar­chi­ving, re­co­ve­ring, pre­ser­ving and en­han­cing Cul­tural He­ri­tage are develo­ping, even in terms of pro­fi­ta­bi­lity for the en­tire sector. New skilled pro­fes­sio­nals and de­di­cated techno­lo­gies are the­re­fore re­quired.
On the basis of a strong crafts­man­ship tra­di­tion and thanks to its ability to develop and apply in­no­va­tive tech­no­logies to pre­ser­va­tion, re­sto­ra­tion and pro­mo­tion of ar­ti­stic and architectural he­ritage, Italy has experienced the growth of skilled professionals operating in the Cul­tural He­ri­tage sector, over the last few years. This in­no­va­tive pro­cess has the po­ten­tials to be­come a strong driver of eco­nomic and cul­tural de­ve­lop­ment, able to create wealth and jobs. The applied technologies have broadened the horizons of expressive possibilities: the in­ter­ac­tion bet­ween art and tech­no­logy can generate new languages as well as new possibilities to represent and read the works, going beyond the limit of simple usage.

In this scenario already defined and in con­stant evo­lu­tion companies, institutions, communication and technology, tradition and creativity, craftsmanship and new professions coexist in a common project often without a direct link.

The idea behind DNA Italia stems from bringing together all the different dy­namic rea­li­ties that operate in the Cultural Heritage sector in a sy­n­ergic system. This means, making them meet and form a group of ex­perts, that exists but has never emerged be­fore; gi­ving visibility to projects, materials and app­lied technologies in an ex­hi­bi­tion area de­si­gned for enhancing contents and experiences.