Naples, city of art and culture: Tourism policy and a new image for the city in the 1990s

This article focuses on the origins of the revitalisation of tourism in Naples since 1994 after a long tourism crisis. The article argues that this phase of revitalisation was triggered by the new Municipal administration, headed by Mayor Antonio Bassolino, who invested in 'cultural heritage' and 'cultural identity' as the main features of Naples. These new tourism policies were geared toward building a new city image: from one based on stereotypes and clichés - Vesuvius, sea, sun, 'spaghetti' pasta and 'pizza' - to a 'city of art and culture'. The article, after analysing the tourism crisis since 1960, focuses on policies activated by Naples' Municipality in 1993-1997 that aimed to increase cultural tourism. In this regard, the article examines the 'Museo Aperto' (Open Museum) project. This was the first culture-based initiative for tourism revitalisation launched by the Municipality, and it was activated in the ancient city centre, corresponding to the Greek-Roman city. The analysis confirms that these policies contributed to making culture a new productive resource for Naples. The article also identifies challenges that persist despite the revitalisation of tourist flows and identifies some possible improvements to promote the city's tourism potential.