Gen. City Napoli, the interview with Mayor Gaetano Manfredi

It is extremely difficult to make those who do not know Naples understand the magnitude of the transformation the city has undergone in the last five years. What was once considered one of Italy’s most challenging cities is now one of the most sought-after tourist destinations in the world. However, this was not a sudden phenomenon; it took years of work to restore and revive this city. Last year, especially on TikTok, several videos highlighted Naples’ urban evolution over the past ten years. One of the most notable examples is the deep redevelopment of Scampia, still ongoing: from 2012 to 2022, where the Vela H once stood, there is now a campus of the Faculty of Medicine at the Federico II University. Naples has always had much to offer its citizens, yet at the same time, it has demanded enormous sacrifices from them; over the years, millions of young talents have felt compelled to leave their homeland in search of better study and work opportunities. This story also mirrors that of nss itself, which, after years, has returned to invest in the area with nss edicola and a series of projects that narrate a radically different city from that of 2012.

This phenomenon, once known as the “brain drain,” affects much of Southern Italy, but in Naples, it takes on a particularly painful nuance, as the desire to stay is often linked to a strong sense of belonging. Today, through Gen. City – the new project by nss magazine that aims to narrate Italy’s main cities through their mayors in direct dialogue with Gen Z – new perspectives on the ongoing transformation are emerging. The initiative collects stories and reflections: the faces of mayors blend with the visions of younger generations, reshaping the city's image while questioning how to reconcile modernity and tradition, emerging talents, and cultural roots.

Mayor Gaetano Manfredi, who has been in office at Palazzo San Giacomo since 2021, explains that «one of the biggest challenges is to make Naples a city for young people and place the new generation at the forefront. This mission is fulfilled by creating creative spaces, libraries, and cultural hubs where young people can freely express ideas and energy». However, these efforts inevitably clash with an aging population, interested in maintaining peace and quiet in historic neighborhoods. The Mayor notes that in such a context, «conflicts arise, such as those related to nightlife, a symbol of youth socialization and at the same time a source of discomfort for those who seek greater tranquility. The dichotomy of Naples lies precisely in this constant pursuit of modernity, which clashes with its solid historical heritage». The real challenge for those governing the city is to find a balance between these seemingly opposing needs. After all, Naples is also a major student hub, home to one of Italy’s largest universities. Yet, unlike Milan or Rome, it is not often associated with student life, as it remains strongly tied to its historical roots. The city’s future hinges on this: it must not only be a pleasant place to visit but, above all, a place where people choose to live.

The concept of choice is at the heart of the Mayor’s vision. That «transforming Naples into a city where people choose to stay or return should no longer be a necessity dictated by circumstances, but a conscious and attractive decision. This means ensuring a high quality of life and providing efficient services and security, without distorting the open, inclusive, and non-conformist identity that makes Naples unique. A romantic image of a lively, cheerful, and picturesque city that attracts tourists or wealthy foreign retirees in search of folklore is not enough». For Mayor Manfredi, the real challenge is to make Naples competitive from an economic, social, and cultural perspective, attracting young qualified individuals who can actively build the city's future. To achieve this goal, the administration has adopted a pragmatic and sober approach, even in communication. Fewer slogans and grand announcements, more concrete and tangible results. It is a countertrend decision in a political era often more focused on form than substance: «trying, I wouldn’t say to educate, but to communicate to citizens the importance of tangible results, meaning that it is far more important for things to actually be done rather than just announced. This does not mean that communication is not important, but that a communication completely detached from reality creates a virtual world that influences public opinion but adds no value to community politics». Today, the city finds itself suspended between dream and reality, balancing the risk of becoming the "Florida of Italy" – a haven for retirees – and the aspiration to be the "San Francisco of the past," a global hub of innovation capable of attracting young people from all over the world. For now, Naples seems to be on the right path.