Praise to Turin, the city of elegance and music, loved by Eurovision 2022 tourists

Flash mobs, improvised concerts and performances by local and international artists followed by numerous fans and tourists, filled the streets and squares, transforming Turin into an open-air stage. Eugenio in via di Gioia, Bandakadabra, Citi Zēni (Latvia), Subwoolfer (Norway), The Rasmus (Finland) and the dance troupe of the Spanish singer Chanel Terrero Martínez, to name a few, are among the artists who have “used” streets of Turin to perform and entertain the public. The positive effects on tourism in the city are confirmed by the processing of the first data provided by a sample of structures to the Regional Tourist Observatory for the period from 1 to 14 May in Turin: compared to the same period in 2019, overnight stays from the beginning of month have in fact registered a increase of 68%. Many foreigners: over 40% of the movements of the period.

New tourism in Turin

Tourists who came to Turin for the first time are 56%, the data was disclosed by the Turin and Province Tourism Observatory (in collaboration with the Department of Languages, Foreign Literatures and Modern Cultures and the Management Department). These visitors traveled as a couple (30%) or with friends / colleagues (27%) using the plane (37%) and train (32%) to reach their destination. The interests are mainly focused on music (20%), food and wine (16%) and exhibitions (15%). The main reason that pushed them to come to the city is the Eurovision Song Contest event (57%). In terms of origin, the response from foreign visitors is excellent, representing 49% in particular from Great Britain and France (12%), Spain (9%) and Holland (6%). As regards the stay, the average stay is 3 nights or more (61%). The city was perceived in a very positive way: adjectives emerge that portray it as «beautiful, elegant» and by foreigners as «warm, friendly, surprising, amazing». It should also be noted that over 70% of tourists visited at least one museum; in particular, the Egyptian Museum, the Royal Museums, the National Cinema Museum, the Reggia di Venaria and Palazzo Madama emerge at the top. To conclude, the level of satisfaction of the Turin holiday was very good, in fact 88% said they had a positive experience and want to come back a second time (90%).

The power of social channels

The social channels used by the bodies involved in promoting the event (Facebook, Twitter and Instagram) reached a total of over 2,400,000 people. The site turismotorino.org registered more than 27 thousand users (+ 135.96% compared to the same period last year) and totaled more than 35 thousand visits (+ 146.89% compared to the same period last year). Excellent results from digital PR campaign, made by the ATL, with 7 national creators present on all social networks with a strong following on TikTok the Official Entertainment Partner of Eurovision Song Contest including for example Pietro Morello, former Ambassador of the City of Turin. The stories totaled an average of 151,844 views, 145,126 accounts reached; the reels totaled 751,739 views, 54,612 likes, 790 comments and 110 saves. The drive-to-event campaign (through SMS marketing, sending messages to a profiled database of Turin and its province, Native Advertising, on the main sites and magazines that allow the geolocation of users and DEM, sending emails to a profiled user database) recorded: 94500 sms read out of 95000 sent; 19,000 dem read out of 200,000 delivered and more than 750,000 banner views.

The music village: Eurovision Village at Parco del Valentino

With almost 350 artists involved, Eurovision Village he proposed over 55 hours of show in 8 very intense days ranging between various genres and involving 20 delegations Eurovision Song Contest officers. With an audience of artists from 24 different nationsbands that have formed or reunited for this occasion, al Village del Valentino saw the passage of over 220 thousand people.

A completely new format characterized the program schedule involving the very rich artistic community of the area in a major international event giving life to a “glocal” stage, immersed in the Valentino park in the city center that saw over 20 between productions and unprecedented collaborations, thus combining local realities with great national and foreign interpreters. Unpublished, high-quality proposals, which have allowed the vast audience of the Village to meet new artists and be able to see international stars playing with musicians from Turin and beyond. Other numbers: volunteers involved 24 a day for 8 days, total 192; production staff, show technicians and workers 80 people. In total over 150 people.

The guide was Lonely Planet

There brand new Turin Pocket Lonely Planet guide from 4 to 14 May was downloaded as a free download by 25,000 users. “Torino gives Torino” was the tribute of the City of Turin to all visitors thanks to the collaboration between the City of Turin, Lonely Planet and Turismo Torino e Provincia. Over 30,000 visitors they also received promotional tourist material of the city, maps and postcards.

The Media Center Casa Italia

Over 300 national and international journalists accredited to the Media Center Casa Italia in Palazzo Madama; 25 artists present at the daily appointments dedicated to them; 45 guided tastings that they involved 25 Piedmontese companies between wine and tourism consortia and regional wine shops e 125 Turin companies involved by the Turin Chamber of Commerce of which 30 Masters of Taste of Turin and Province, 25 Turin DOC wineries, 10 trade associations. In total they have been over 1100 tastings served.

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