Canada's unsatisfied demand for Italy

Toronto's Istituto Italiano di Cultura's Carlo Coen addresses country's need for culture

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."
Who's studying Italian, and why?
"Most of our students are adults, from various national backgrounds. They want to learn our language out of intellectual curiosity and in order to improve their professional skills. Usually they enroll for a 30-hour course that allows them a quick approach to the Italian lifestyle and culture; interest for Italy feeds our courses."
Italy is going through a period of economic crisis; does this reflect on culture?
"No, Italian culture has never had a period of crisis. On the contrary, it always elaborates something new. It's a constantly renewing source."
Can you give us some examples?
"Classical music, jazz, contemporary music, cinema, design. For instance, moviemaking has made a comeback following the crisis of the '90s, and is going strong. We make some excellent films, and we already confirmed six screenings at the Toronto Italian Film Festival (June 9 to 13). Also, we should mention fashion, Ferrari, architecture."
What else is being done here in Toronto?
"There's a photography exhibition by Simona Zunino, then an event on design at the DigiFest where we bring architect Stefano Boeri. In June there will be the Etruscan art of Nino Caruso. From June 25 to July 6 there will be the Downtown Jazz Festival; our famous Actis Dato will participate. Finally, there is an architectural study for the University of Toronto, in the framework of the twinning between Toronto and Milan."

Publication Date: 2004-05-23
Story Location: http://tandemnews.com/viewstory.php?storyid=3990