In the current economic context we observe some basic problems: environment sustainability, which is a constrain to economic growth, and employment problems, linked to unequal societies and poverty growth in most of developed countries. First of all we need to respect the environment, but in the short term full employment target is to be considered a priority as well, today as eighty years ago. To pursue both of these two goals, apparently not easy to be merged, we need to go beyond actual economic models, or at least some of their features, and a cultural evolution is needed to come to sustainable economic strategies at a local level. Taking into account these preconditions, we are going to examine Brescia area labour market and its characteristics. Then we’ll analyse tourist demand and supply, considering development chance of the tourist industry and identifying the cultural tourism as a real investment opportunity for Brescia city in the near future.