The digitization imposed by the post-covid era, What opportunities does it offer to the cultural and tourist sector? What will be the role of technology in the management of tourism and museums in terms of accessibility, connectivity, or interaction?

Consequences of the rapid digital transformation of cultural institutions and museums as a result of the pandemic. Opportunities created by this transformation in building new audiences through new roles, digital access to cultural heritage and the promotion of the current artistic production.

The consequences of the pandemic and the economical crisis: are they forcing museums and other cultural centers to revaluate their mission? Would they need to consider new roles and new services for the society, the artist and their own communities in order to increase engagement among their regular audience, while also attracting new audiences? How has the ongoing digital transformation of museums and art centers been affected by the fast-paced changes brought by the pandemic?

Spain has gone from trying to limit mass tourism, which was drowning its cities, to start thinking about policies to attract tourists. From almost 85 million visitors in 2019 to practically zero. This is, by far the worst crisis that international tourism has faced since records began. After an unprecedented moment of zero tourism, the recovery of the industry requires the definition of a new model based on highly digitalised management. The new tourist demands much more sustainable services and products than those we knew about until now. It also requires that tourists’ real impact on the environment can be measured and tested. So, how do we rebuild a sector that accounts for 12% of the domestic GDP?

Given the reduction in public subsidies, it is necessary for civil society to get involved and participate in the conservation, research and dissemination of artistic heritage, as well as in its production. We are interested in knowing the different formulas and approaches adopted by both public and private museums in Spain and beyond. Museums and cultural centers have the opportunity, in this digital era, to intensify the provision of services to the artistic sector and society, both to local and global audiences, and even to redefine their functions, mission and vision.

The COVID-19 pandemic has caused a change in the mentality of citizens. Now we are more aware of our impact on the environment, we demand a healthier and more relaxed lifestyle, seeking more efficient mobility solutions in greener environments. Moreover, the post-COVID era has brought with it the development of much more local consumption models. For this reason, cities are in a process of change in line with the demands of their citizens, and the digital transformation of the new metropolis will be a key element for advancing in locally based techno-innovative cities.

For almost two decades now, Malaga has been building an unprecedented museum network among the Andalusian capitals. The city has placed its cultural offer among the most competitive ones in Spain. The so called ‘City of Museums’ has attracted millions of tourists who have vanished with the pandemic. Museums have been forced to adapt to this new normality and focus their efforts on attracting and working for locals.
How have museums in Malaga experienced the closure of their institutions? What initiatives have they carried out from the digital world? Once open, what strategies are they following to engage regular and new audiences?

This webinar addresses some of the key issues affecting Spain´s current cultural scene and chiefly what is considered as an unjustified lack of visibility and influence of the visual artist in the world stage.

The cultural analysis is brought about by renowned international museum professionals, also academics, art critics and curators. They will be discussing some of the latest developments in the country´s art production. In short participants will be debating about the role of the museum and other cultural centers in the digital age. Will the relevance of these agencies improve by catering to the outside world by providing creative activities which are relevant to wider audiences? Both the characteristics of our art (Spanish art) and its mediation and representation structures will be examined.

The aim of this webinar is to debate the relationship between citizens and the culture and art through the museum and other cultural organizations. In a time of extraordinary social transformation, a consequence of technological and scientific advances, borders are diluted, and citizens can fully participate in the cultural events, contributing with new perspectives and enriching the narratives.
Throughout this forum, a group of prominent artists, theorists and cultural agents, experts in digital thought and production, will analyse the characteristics of this new humanism, the changes occurred in communication and storytelling, as well as the way art is produced and consumed, due to the undoubted transformative capacity of digital tools.

There are many scenarios that arise after the pandemic, but none of them contemplate a return to the so called “old normality”. The COVID19 crisis has changed our world forever. However, it has become an extraordinary and unique opportunity to build a better future. What is already being done in the cultural sector that allows us to imagine what will come? What inspiring experiences that have been reinvented, can we take as a reference in the regeneration of our societies?