Guest Country

LuBeC, since its fifth year, has had a guest country with the aim of supporting the development of global connections in cultural heritage and tourism.

The LuBeC Guest Country:

  • takes part in the opening session, contributing to the international debate on culture, focusing on points of common interest to the two countries and promoting future joint projects.
  • participates in one or more workshops, according to theme;
  • has the use of a specially equipped  meeting room for meetings, displaying informative material and projecting videos,
  • has a custom schedule of B2B meetings to enable the guest country to establish contacts with the public and private sector operators participating in the initiative.

This XIVth LuBeC will be international once again… stay tuned to discover the 2018 Guest Country!

Past Guest Countries:

Xiong ShanhuaDirector General of the China National Tourism Administration
The Director, accompanied by a delegation from the Chinese Embassy, was interested in investigating the methods of restoration and enhancement adopted in Italian museums.

Institutional Delegation

Pauli Mäkelä, Finnish Ambassador to Italy
Elisabetta Kelescian, Italian Ambassador to Finland

Business Delegation
Marko MoilanenInnovation Mill – Nokia
Janne ViemeroDirector business, industrial design and content management competence – TEKES;
Lily DiazAalto University – Media Department

Jean-Marc de La SablièreFrench Ambassador to Italy

Oana MarinescuPresident of Oma Vision – Romania
The delegation from Romania had a purely B2B approach, between the companies of the two countries.

Vano VashakmadzeTraining Manager, National Unit Information System and Marketing  – Agency for the Conservation of Cultural Heritage in Georgia

Naomi Takasu MasuiDirector of the Japanese Cultural Institute in Rome
Umberto Donati, Director of the Italy – Japan Foundation
The Italy – Japan Foundation organised a workshop with the aim of providing the point of view of Japan on technologies and marketing in cultural heritage.

The meeting ended with the screening of a documentary made by Sky correspondent Pio D’Emilia, who also participated in the event, as a tribute to the victims of the Fukushima nuclear disaster.

Institutional Delegation
Moez SinaouiTunisian Ambassador to Italy
Gualserio ZamperiniHonorary Consul  of Tunisia in Florence
Mondher Rjeb First Secretary Tunisian Embassy in Italy
Participation by Tunisia was made possible thanks to the existing collaboration between the Cultural Agency of Tunisia and the Region of Tuscany and within the framework defined by the Memorandum of Understanding for cooperation on tourism signed in Rome between Italy and Tunisia.


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