Abstract

Cultural management faces significant challenges in Italy due to many different factors, including the lack of recognition of cultural managers’ role, a disconnected higher education system, and outdated recruitment practices. This article proposes integrating these issues into current discussions to foster sustainable development and cultural participation through effective cultural governance. It highlights the critical need for managers who can navigate the complex landscape of cultural institutions, emphasizing the essential competencies – both technical and soft skills – required to manage cultural institutions, sustain participatory processes, and address the challenges of the digital transition. Building on the assumption that management is a practical science and that soft skills are difficult to teach, the authors stress the urgency of a rearrangement of educational paths and curricula, an increase in paid internships, and the promotion of peer-to-peer and lifelong education. Lastly, this analysis underscores the importance of modernizing recruitment processes, planning employment needs, and evaluating soft skills in the hiring process