During the presentation, we will explain how, together with ApT (The Agency for (Tourism) of Trento we are working to transform culture into a strategic asset of the offer touristic, through the construction of collaborative governance and a museum network integrated. On stage, in a two-voice dialogue with ApT Trento, we will present the journey developed side by side, delving into the main challenges faced and the operational method adopted to accompany the evolution of the city's cultural offering.