Major investments planned for Charles III Museum in Naples

(AGI) Naples, Sept 14 - Paolo Giulierini, the director of the Naples National Archaeological Museum (MANN), has big plans for his museum's future. "I have to find the means. We must think differently, and stop crying about a lack of resources. We have to find ways to follow our objectives. Plus, MANN has the resources now," Mr Giulierini affirmed. The 47-year-old director took up his position only a year ago, but has already drafted a strategic plan to relaunch one of the most prestigious museums in Italy. It was built by Charles III of Spain and envisioned more as a cultural centre than a premises for the antiquities collection he inherited from his mother, Elisabeth Farnese, and then expanded. Mr Giulierini's aim is to attract 500,000 visitors in 2019, the year his mandate will end. MANN registered 360,000 visitors in 2015, including 300 school groups and 7,434 students. Mr Giulierini's plans entail increasing the museum's services and consolidating its position and connections in the Naples area. He has already found the resources to achieve these goals. "I have 10 million euros from the audited financial statement, of which 2 million are from tickets and exhibitions. Another 6 million are funded by the National Operational Programme (PON). Lastly, there are 20 milion from the Inter-ministerial Committee for Economic Planning (CIPE)," he told AGI. "The museum has an autonomous budget now. The system put in place by the Ministry of Cultural Heritage and Activities and Tourism allows 80 percent of our proceeds to stay here. There's also the new, highly flexible law to incentivise private investments and crowdfunding." Autonomy also means the freedom to devise one's own strategy, even with regards to entrance prices. "I'm aware that tickets are more expensive abroad, but the market also determines the price," he affirmed. "Low-priced museum tickets are a tradition in our country. Our tickets currently cost 13 euros. Pompeii asks for 11 euros and the Uffizi 12. I think we'll eventually go for the same price as the Uffizi. However, we can also create integrated tickets with other smaller museums. And we mustn't forget that there's a social dimension to the museum's budget. It must also be able to contribute to the collective economy." Another vital factor in Mr Giulierini's plans is cementing MANN's relations with Naples through its institutions, especially those in the museum's area. "Placing" is what he calls his operation of conversing with "key elements" such as the Ferrovie dello Stato railway company, Naples' airport, and the underground company Metropolitana di Napoli SpA, all with the goal of attracting tourists. "We don't have a detailed picture of our visitors, but we do have a pretty solid idea: out of the 400,000 last year, half had free entrance, and they were mostly schools. The other half were mainly tourists, let's say 60 percent. They were from Europe and the U.S., where grand tours have been a tradition for some time." (AGI). .