“Next Generation Italia” and interventions on Cultural Heritage in small historical towns: from opportunities to actions?

Not enough attention has been paid by academics and professionals to the regeneration of smaller cities, which hold major artistic heritage but have inadequate resources to leverage it and bring about positive societal impacts. However, the investment opportunities, offered by the “Next Generation Italia” plan, call on scholars and professionals to discuss how to valorise the great heritage of history, art, culture and traditions embedded in small Italian towns. This paper has adopted a qualitative approachand focuses on the case of Urbino, a UNESCO world heritage site, whose population and economic status are declining because the citizens and businesses are attracted by the lure of higher revenues and the better quality of life in nearby cities. Findings have revealed that culture and artistic knowledge and capabilities that belong to the tradition of a city rich in heritage can be the lever of innovation and boost civic wealth. However, searching the past in order to look to the future isa difficult task, and divergences in vision, resistance and even political tensions are among the factors that hinder the town’s regeneration.