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May 14,2006 - May 21,2006 |
Canada's unsatisfied demand for Italy
Toronto's Istituto Italiano di Cultura's Carlo Coen addresses country's need for culture
By Niccolò Marras
Originally Published: 2004-05-23
There's a growing demand for Italy and its distinctive features. The phenomenon is on the rise and mainly concerns five sectors: made-in-Italy products, culture, lifestyle, food, and language.
We asked Carlo Coen, director of Toronto's Istituto Italiano di Cultura, about the situation in this city and how his institute addresses this growing demand. "This took us by surprise," replied Coen. "Courses on Italian language, culture, and lifestyle are in high demand."
Is Italy ready to satisfy this demand and turn it into business opportunities?
"No, it's not. We lack resources. In the European Union, Italy is among the last countries in investments in this sector. The European average expenditure is 2.5 percent of a country's GDP (Gross Domestic Product); Italy spends just 0.84 percent. Just 25 billion Lira go to 106 institutes like ours, all over the world."
Usually, resources are found when there is a political will to do so. Does this derive from a wrong mentality?
"Yes, in part. More than resources, Italy lacks the right attitude to cope with this demand. Italian culture is a goldmine, which can be used to generate great returns."
Does teaching Italian generate a profit?
"Our institute, here in Toronto, generates a small surplus. In other cases, e.g. Tokyo, the institute has revenues that suffice to pay for all expenses, and it needs no funding whatsoever from Italy."
How many people have enrolled in your courses?
"Since 1999, enrolment has gone up from about 250 to 850, and we foresee reaching 900 this year. However, we must clarify that we have two offices, and the increase is linked to the courses we have been holding in Vaughan since 2001."
In order to ensure data accuracy, Coen called his collaborators and double-checked his figures. In 2003, SARS distorted the picture somewhat. "Even language studies suffered," said Coen, "but not in Vaughan, where they kept growing. Last year, Toronto recorded 595 enrolments, 53 fewer than the year before. But in Vaughan, enrolment climbed to 233, 25 more than in 2002. There was no SARS effect there."
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