A brand new look at Italy: “Surprising visitors is the main challenge for the country’s cultural managers”


7 November, 2019

A brand new look at Italy: “Surprising visitors is the main challenge for the country’s cultural managers”

Can you imagine witnessing ancient structures work? Or having a close look at the Sistine Chapel ceiling? And what about exploring the Vatican hidden corners?

Enhancing cultural experiences using technology is becoming very popular nowadays, and the tourism industry is not an exception. At GVAM, we have developed unique projects and unforgettable experiences for museums and touristic destinations, improving visitors’ interaction with the works or locations: virtual recreations of the same space in different times, 360º images of inaccessible places, 3D objects with which the user can interact, interactive games to discover the monuments’ most essential aspects, etc. Thanks to our distinguished system, we lead the European and American audioguide innovation sector, with Spain’s most visited museums and monuments as partners and developing ground-breaking projects in Mexico, Colombia and Brazil.

And now it’s Italy’s turn! That is why we would like to introduce Leonardo Volco Lima, our Business Development expert at GVAM Italy. He has been working for more than 10 years in promoting and developing exclusive tourism in Italy, offering unique experiences that enhance its cultural and historical heritage.

“Dining with a famous Italian designer, visiting an isolated museum or castle and taking a cooking class with a renowned chef are some examples of the type of personalized and unique experiences that many travelers look for in Italy,” says Leonardo. His personal recommendation for those who visit Rome in summer is enjoying an Opera at the Baths of Caracalla: “A stage arises from the most amazing imperial Bath ruins”. Learn from our conversation with Leonardo how the GVAM Italy team can help cultural centres and their visitors.


After 10 years offering touristic experiences in Italy, you surely know what visitors expect at first hand. Which type of experiences “engage” them the most?

Leonardo Volco – Almost everyone knows what to expect when going to Italy. The Colloseum, St. Peter’s square, the Italian gastronomy… these always are on the tourists’ minds and visitors want to fulfull their expectations. The main challenge is to surprise them with the unexpected, something that enhances and adds value to their experience.

How can GVAM help italian museums attract more tourists and make their visits unique?

Leonardo Volco – GVAM allows visitors to fully enjoy every detail of a museum without relying on a professional guide and for a lower fare. It also enables different guided experiences depending on each visitor’s age and interests. In addition, museum managers can be notified about their visitors’ choices and likes to improve the service.

How can GVAM help to provide universal access to culture? 

Leonardo Volco – Thanks to interactive guides like GVAM’s people with, for instance, hearing impairment, can enjoy a complete visit through videos, written or sign language explanations that could not be included in audio or traditional guides. And this is just an example, as they attend each person’s needs, regardless of their abilities, and provide guided navigation, screen reader compatibility, high contrast, etc.

How can GVAM complement visitors’ artistic experience?

Leonardo Volco – Besides providing interesting information about different works of art, GVAM can use images and videos to show visitors certain details that, otherwise, could not be appreciated from where they stand. It can also suggest places to visit other than the traditional spots or share an anecdote about a play or author to enhance the visit.  For instance, while visiting Rome’s city centre, travelers could learn about the ancient rivalry between architects and sculptors Borromini and Bernini. There is a famous Borromini sculpture at the dome of Sant’ Agnese church and at the square right in front of it, another sculpture made by Bernini looking at his competitor’s work with disapproval, as if it was mocking it. Stories like this are invaluable for guests.

Can GVAM take visitors beyond the physical experience? How?

Leonardo Volco – We can “travel in time” through images and videos and witness how ancient structures worked thousand of years ago, appreciate their original purpose and watch them working when they used to be “alive”. A clear example could be the Navona square in the centre of Rome. Between 1652 and 1866, the square was filled with water to re-create naval battles. Visiting this spot and being able to watch a video that shows how this was done is a unique experience that would definitely impress visitors.

How can GVAM Italy help local cultural institutions?

Leonardo Volco – As the current leader in Europe’s multimedia audioguide sector, we can offer a tailored-made solution for each institution or tourist spot, working with our own software and creating our own contents, hand-in-hand with the institutions that manage the local cultural heritage. Being involved in the entire process (content creation, technical development, providing and looking after the devices and managing the team that carries out daily work) allows us to guarantee the same quality standards worldwide, offering added value and closeness.

This is the perfect opportunity for italian cultural centres to plunge into the multimedia guide world and offer an innovative and inclusive solution for visitors. Are you ready to join us? Contact GVAM Italy!