The study intends to analyze the change of management culture within the Campania Public Tourism Sector (CPTS). The aim of the study is to evaluate, through the SWOT analysis, the elements that are relevant to the change of the system logic from bureaucratic to competitive. The differences are explained in figures n. 2 and n. 3 and tables 3 and 4. New young managers working in the CPTS have both theoretical skills and operative knowledge. Theoretical skills are related to education and training (non-humanistic). Managers entering the CPTS have also gained operative knowledge of innovative financial services. This knowledge represents a strong discontinuity with the bureaucratic culture that has characterized the CPTS for a long time, resulting in a negative performance of the business model of human and financial assets. The CPTS offers an ample chance for experimentation. Its strength is linked to the richness of natural, historical and cultural heritage assets of Campania region. On the other side, the organizational bottlenecks and the high incidence of political decision makers constitute the sector’s negative features. A competitiveness-enhancing reform related to professional skills, management capabilities and training needs to be started but the process is still in progress. Keywords: Italian Public Tourism Sector, Campania, Tourism management, Organizational analysis, Human assets