Salvatore Amura, Ambassador of Italian Design, sees great potential for collaboration between the countries. He shared his thoughts on his visit to Kazakhstan and how cultural and educational ties can be strengthened.
Salvatore Amura, Ambassador of Italian Design in the World,
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About myself
This year, I had the honor of being appointed Ambassador of Italian Design in the World for Italian Design Day in Almaty. This recognition follows previous editions held in Shanghai in 2017, Montreal in 2018, and Beirut in 2024, supported by the Italian Ministry of Foreign Affairs and the Ministry of Culture.
My professional journey began in 2003 when I became the Facility Manager at NABA in Milan, where I served for four years. In 2007, I was entrusted with the responsibilities of Institutional Relations, External Relations, and Communication by the board of directors.
I also served as the Director General of the Alessandro Volta Foundation. From 2010 to 2018, I held the position of Chairman and CEO of the Accademia di Belle Arti Aldo Galli — IED Como, while simultaneously overseeing External Relations and Public Affairs for the IED Group.
Since 2019, I have been leading the development of Valore Italia, an internationally recognized research center dedicated to the restoration, conservation, and enhancement of Italian Cultural Heritage. As CEO, I have helped foster a dynamic, interdisciplinary, and innovative environment for applied research. Additionally, I am an advisor to several public and private institutions.
About Kazakhstan
I’ve visited Kazakhstan before, specifically Astana, for work-related activities. Having experienced the country, I already knew what to expect: a nation in rapid evolution, working to balance tradition with modernity, and increasingly open to international collaborations. Kazakhstan serves as a bridge between Europe and Asia, with a rich cultural heritage and a growing economy.
During my visit, I was welcomed warmly and impressed by the strong interest in innovation and international dialogue. There is a clear drive to invest in education, culture, and economic development, all while focusing on sustainability and technology.
About activities
During my visit, I had the privilege of giving a lecture on Inclusive Design at KazGASA University, one of the most prestigious institutions in Kazakhstan, as well as at the Italian Cultural Institute in Almaty. These events marked the beginning of a promising dialogue with both institutions, and we hope this will lead to a strong and lasting collaboration, paving the way for exciting new projects together.
Bringing together diverse sectors like education, culture, finance, and investment is possible through a combination of cross-disciplinary skills and a strategic vision. While these areas may seem unrelated, they are deeply interconnected by common elements such as project management, innovation, and social and economic impact.
For instance, finance and investment can help fund cultural and educational initiatives, while culture and education can offer fresh perspectives on economic development. An interdisciplinary approach also fosters synergies, allowing knowledge and methodologies to be shared across sectors to achieve innovative and sustainable outcomes.
I see great potential for similar initiatives in Central Asia. The region boasts an extraordinary cultural heritage, shaped by influences from the Silk Road and the Soviet era, with historical sites and traditional crafts that remain largely untapped. Drawing on Italy's experience in heritage conservation, digitization, and promotion, these practices could be successfully adapted to Central Asia. The development of cultural tourism, combined with the use of new technologies, could be key to giving international visibility to the region's rich heritage while creating sustainable economic opportunities.
About Kazakhstan and international opportunities
There are numerous opportunities for collaboration between Italy, Switzerland, and Kazakhstan in education, science, and business. Italy boasts a rich cultural and academic heritage, excelling in scientific research and industrial innovation, while Switzerland is known for its world-class education system, prestigious universities, and advanced financial sector. Kazakhstan, for its part, is making significant investments in developing its academic institutions, modernizing its economy, and fostering technological innovation.
This synergy could lead to academic exchanges, joint research programs, investments in technology start-ups, and collaborations in renewable energy and infrastructure. Additionally, Italy and Switzerland's expertise in vocational training and Industry 4.0 could play a vital role in supporting Kazakhstan's transition to a knowledge-based, innovation-driven economy.
Kazakhstan can benefit from adopting international practices, adjusting them to its unique context. In culture, European models for heritage preservation and cultural tourism promotion could offer valuable insights. The digitization of archives and museums, along with the creation of international cultural festivals, would not only strengthen Kazakhstan's cultural identity but also increase its global visibility.
In education, adopting dual models like the Swiss system, which combines academic study with practical training, could enhance students' readiness for the workforce. Additionally, fostering partnerships with international universities and promoting exchange programs would boost academic mobility and research innovation.
In the fashion industry, Kazakhstan has the potential to elevate its textile traditions by incorporating sustainable techniques and global business models, which could greatly enhance the country’s fashion sector.
What would I visit in Kazakhstan
If I had the opportunity to spend more time in Kazakhstan, I would be eager to explore its historical and natural heritage. Sites like the Mausoleum of Khoja Ahmed Yasawi, a UNESCO World Heritage site, and the stunning Charyn Canyon would be fascinating to learn more about. Additionally, I would love to engage with local communities to better understand their traditions, cuisine, and music. Connecting with the people would give me a deeper insight into the country’s soul and its aspirations for the future.