Anfiteatro Andrzej Tomaszewski - Auditorium al Duomo Florence
Anfiteatro Andrzej Tomaszewski - Auditorium al Duomo Florence
Anfiteatro Andrzej Tomaszewski - Auditorium al Duomo Florence
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The message that I took home from my visits to the The Cracow Centr<strong>al</strong> Market Square Underground<br />
Museum on 17 and 25 September 2010 was this:<br />
“we must combat the risk of the deterioration of our cultur<strong>al</strong> heritage caused by mass tourism by<br />
offering the ‘interpretation’ and ‘communication’ of that heritage to <strong>al</strong>l visitors - not only to the world<br />
of experts and scholars - and we must achieve this by managing tourism rather than simply putting<br />
up with it; we need widespread ‘communication’ sensitive to need to promote the expansion of nonspeci<strong>al</strong>ist<br />
knowledge, in order to inform the nonspeci<strong>al</strong>ist and to help him or her to know and understand<br />
the context of a given culture as it has developed over time; a cruci<strong>al</strong> opportunity for visitors<br />
from <strong>al</strong>l over the world, offering them the chance to understand the roots and future prospects of the<br />
community they are encountering on their travels: thus, a contribution to knowledge and therefore<br />
to that intercultur<strong>al</strong> di<strong>al</strong>ogue which is so essenti<strong>al</strong> in today’s world.”<br />
The viewpoint is unquestionably the same as that underlying Life Beyond Tourism ® , whose roots, as<br />
we said, lie not only in <strong>Florence</strong> but <strong>al</strong>so beneath the Centr<strong>al</strong> Market Square in Cracow. So it was interesting<br />
to see how the city of Cracow and the designer-cum-architect <strong>al</strong>so subscribed to this way<br />
of putting cultur<strong>al</strong> heritage to good use for promoting intercultur<strong>al</strong> di<strong>al</strong>ogue, offering greater opportunities<br />
for knowledge of, and thus respect for, diversity in the hope of fostering mutu<strong>al</strong> understanding.<br />
Hence our cooperation with the City of Cracow, as we sh<strong>al</strong>l see, for the development of the Life Beyond<br />
Tourism ® ethos and of the Life Beyond Tourism ® Non Profit Port<strong>al</strong>, to contribute to furthering<br />
self-knowledge and to getting others to become acquainted with one’s own cultur<strong>al</strong> roots, with one’s<br />
tradition<strong>al</strong> knowledge, and with the various cultur<strong>al</strong> expressions spawned by a region’s evolution<br />
over time, in a fully-fledged cultur<strong>al</strong> biography designed to better illustrate the person<strong>al</strong>ity of a place<br />
as the result of its development through history.<br />
This is a contribution towards conjugating “heritage” with “knowledge” and with “di<strong>al</strong>ogue” as we<br />
enter the third millennium; it is a contribution towards promoting a sense of respect for diversity,<br />
which is becoming increasingly necessary in this day and age. With Life Beyond Tourism ® we are<br />
rekeying towards a form of tourism based on v<strong>al</strong>ues, v<strong>al</strong>ues which are daily winning back precious<br />
ground from the predominant, overbearing ethos of consumer-oriented services in a world of spreading<br />
egotism.<br />
In voicing his appreciation for this ethos, indeed in expressly subscribing to it, Mayor Jacek Majchrowski<br />
was providing a proper interpretation of its spirit and illustrating it with the argument that<br />
cities such as Cracow, on the UNESCO World Heritage List, have undertaken a new mission which<br />
they must take on board in internation<strong>al</strong> civil society. That mission involves promoting di<strong>al</strong>ogue<br />
among different cultures.<br />
This is a new responsibility which the cities on the UNESCO list must embrace today.<br />
On 14 April 2011 the city of Cracow signed a Memorandum of Cooperation with Fondazione for the<br />
Life Beyond Tourism ® Non Profit Port<strong>al</strong> in <strong>Florence</strong>. Thus Cracow is a fully-fledged member of Life<br />
Beyond Tourism ® : Encounters, Communication, Knowledge, Conservation, and Economy; and the<br />
fruit of this “flower” is a platform for the encounter of theory and practice in different cultures. This<br />
ambitious project begins with the grouping of a region’s cultur<strong>al</strong> expressions - institutions and businesses<br />
- in order, ultimately, to perfect the definition of a region’s cultur<strong>al</strong> biography, as I said earlier.<br />
This is the Life Beyond Tourism ® Non Profit Port<strong>al</strong> in which loc<strong>al</strong> government, universities and research<br />
centres are taking part.<br />
We are seeing active participation on the part of the Fondazione’s network of contacts which share<br />
the Fondazione’s aims and which share in its work, believing in the strength of Mankind’s Cultur<strong>al</strong><br />
Heritage as the medium, the vessel for full involvement in contributing to respect for diversity.<br />
For <strong>al</strong>l of these reasons, the Underground Museum and Cloth H<strong>al</strong>l is considered by the Fondazione<br />
to be an answer in the spirit of Life Beyond Tourism ® that the city of Cracow, twinned with <strong>Florence</strong>,<br />
has made to the appe<strong>al</strong> launched by UNESCO Director Gener<strong>al</strong> Irina Bokova following the UN decision<br />
to promote “cultur<strong>al</strong> rapprochement”; and it was wonderful to see this museum being inaugurated<br />
in 2010, the year dedicated precisely to “cultur<strong>al</strong> rapprochement”.<br />
So following my visit on 17 September, I resolved to return to Cracow <strong>al</strong>so for the important cere-<br />
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