Personalities in the Creative Industry: Ivan Liptuga

There was a line of in-depth interviews with the representatives of the creative industry held in Odessa in order to understand how they determine, what understand under “creative economy”, and what difficulties and challenges they face in the course of their work.

We are publishing short fragments of the talk with Ivan Liptuga, counselor of the First Vice Prime Minister, Minister of Economic Development and Trade, President of the National Touristic Organisation of Ukraine and Regional Touristic Organisation “Tourism of Odessa”.

About tourism

It is difficult to imagine tourism without creative solutions as any unit of the touristic infrastructure is attractive when it is different from others. Tourism is emotions, and emotions should always be related to creativity. That`s why a creative component is in all the areas of the touristic sector.

As a sector, tourism combines so many different branches: transport, accommodation services, catering, servicing, entertainment, culture. As a rule, different branches do not communicate with themselves, and do not think of tourism. When we speak about the nationwide or region-wide development of tourism economics, we should join partners together. For instance, we gathered leading national restaurateurs, gastro experts, winemakers and bartenders on the one side, and tour operators on the other side. Partnership is born so, and economics is born so.

About creative economy

I`d consider creative economy as an integral element of all the sectors. We can speak about agriculture, industry, tourism, culture, and a section should be there all, where people with the creative mindset will form that added value, which is a base of economy of any process.

The lack of a national strategy in developing creative economy, a regional strategy will cause a gap in the communication of all the participants and a chaotic Brownian movement of small business owners. When there is no road map, according to which everyone moves, some specific good projects, unfortunately, do not have any development perspectives as they start and finish, but no one sees the whole picture.

The creative class so heavily lack knowledge of economics and marketing as most creative people are too much creative in our country. Generally, they are patriots of their business, and many of them work for a song and are ready to make sacrifices without any personal financial benefits. The process suffers itself as when you cannot pack your art and sale it correctly, art remains invaluable, unfortunately.

About clearing of obstructions

Representatives of the creative class are still absolutely outnumbered in our country. Most people just do not have minimum knowledge and understanding of what printing types are different from one another with, where and how they should be used, what elements of identity should be present. That minority moving the creative process today should be supported at the governmental level and at the level of the development program – professional trainings should be implemented in the system of education, additional conferences and seminars should be held.

Nowadays, people treat creative industries as a creative, out of money and real processes, activity, but it is necessary to make them a part of economy: to write all of it on a piece of paper, prepare it properly and submit as an offer, let`s say, to the Ministry of Culture and Economy; to create a task force, to write a strategy, to determine requisite resources, to appoint people in charge of its implementation, and to involve business so that national-private partnership tools would be available.


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