Mega-Events and their Legacy: Image and Tourism in Genoa, Turin and Milan

Hosting, promoting or organizing a mega-event is a form of destination branding and a way to promote the image of a place or reposition of it. Besides, these types of events allow a destination to attract the attention of the public and the media, enhancing its awareness nationally and internationally. Mega-events promote greater flows of tourists and visitors, especially in the short-term, but they have also long-lasting effects, such as the attraction and stimulation of investments, urban regeneration, new facilities and equipment, the improvement of accommodation, services and infrastructures. Thanks to those investments and to the growth in tourist arrivals, the mega-events could have a positive impact on the local economy, also over years; but some of their most important outcomes deal with the so-called intangible legacy, or rather social, cultural and political effects, more difficult to identify and measure. They can change local identity and image, promoting the repositioning of the hosting place at an international level. These considerations are discussed in this paper, paying attention to three Italian cities, that hosted top events: Genoa, that was appointed European Capital of Culture in 2004; Turin, that organized the XX Olympic Winter Games in 2006; Milan, that is organizing the Universal Expo 2015. Considering the life-cycle of such events, it’s possible to discuss the real and expected outputs of these experiences, also taking into account their different scales.