The world (and Italy, in particular) would not be like this if our ancestors had not handed down to us one of the richest cultural legacies ever transmitted in history. It was almost never just a matter of preservation: our ancestors preserved little, but created much. Today, cultural efforts seem to be directed almost exclusively at preserving and learning from what we have already received, and little or nothing at creating a new cultural legacy to pass on to those who will come next. How can we now sow the seeds for cultural wealth, and tourism therefore? By unlearning. By unlearning what we already knew, by unlearning by going to museums, especially those devoted to contemporary art (an increasingly popular destination). And starting from what we don’t know and no one knows.