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Undertaking Business in Culture

Undertaking Business in Culture is an international training and mentoring initiative that promotes youth entrepreneurship in the cultural sector, both in the African continent and in Italy. This initiative is endorsed by ICCROM and Fondazione Scuola dei beni e delle attività culturali.

The outline of the programme focuses on the role that culture and cultural heritage play as an engine for local and regional development, by putting an accent on employment, social inclusion, and entrepreneurship in the cultural sector – in line with the main objective of the ICCROM  Youth.Heritage.Africa programme – and on the strengthening of skills of Italian and foreign professional and the internationalization of Italian cultural institutions in line with the objectives of the Fondazione.


By bringing together young professionals and experienced experts from various regions of the world, the project aims to equip participants with the tools to turn ideas into tangible and sustainable projects.

The objectives of this initiative go beyond just training. The educational activities have a broader impact, leading to regional development through entrepreneurial growth and fostering international cooperation, that can facilitate the establishment of a network of partnerships and collaborations between professionals and institutions in Europe and Africa. In general, these activities contribute to the preservation of cultural heritage, making it accessible and relevant for future generations.


The online schedule of seminars and workshops introduces both Italian and foreign colleagues to theoretical models as well as practical case studies on crucial aspects of cultural and creative entrepreneurship: financial planning, fundraising strategies, the benefits of startup incubators, community engagement practices, and communication and marketing strategies.

Ten participants will have the opportunity for a subsequent hands-on experience in either Italy or Africa, providing a chance to interact with prominent figures and successful initiatives from various international contexts.


The program involves 20 young entrepreneurs under 35 from Italy and 13 African countries (Botswana, Ethiopia, Ghana, Kenya, Liberia, Mozambique, Nigeria, Rwanda, Sierra Leone, South Africa, Tanzania, Uganda, Zimbabwe), selected through a public call and a dedicated selection committee, all engaged in initiating entrepreneurial activities in the cultural and creative sectors.

Various Italian and African cultural institutions are involved in planning the lectures and sharing experiences. Experts from the participating countries, both in the public and private sectors, as well as in startup incubators, cooperatives, NGOs, foundations, and associations, will guide the young participants throughout the entire process.

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