Economics and Marketing of Skills. Pass the Point of No Return in Arts and Tourism

After the pandemic, universities pass the point of no return toward the supply of skills, arts, and tourism are in the need after the pandemic. Jobs evolve together with curricula. University stakeholders look for students and young employees, who can approach both the online and the offline customer and who can be resilient in the competitive landscape. In Milan and during the pandemic, IULM University, one of the most leading Italian universities for arts and tourism curricula in Italy, experienced lock-down with remote activities and virtual relations with firms, whose boards constantly paid attention to young students and provided them with valuable internships, typical and atypical collaborations. Soon after the pandemic, this university had an immediate and prompt recovery. In 2022, students were ready for their professional experiences in alive event organization, front and back office of hotels and cultural organizations, fundraising for culture and creativity, support to destination management, and social media marketing. What was needed, as concerns a mixture of prepandemic and post-pandemic skills. The aim of this paper is to estimate how much skills evolved and changed because of the pandemic and how much the satisfaction of students and entrepreneurs (stage tutors) is, today and after the pandemic, concerning a new match of competences in arts and tourism. The methodology includes a stepwise multiple regression of the satisfaction of students and tutors for stages in arts and tourism. Students’ and tutors’ satisfaction is here estimated for main items of standard questionnaires, considering that satisfying training attracts students and employees.