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Together with its seaside resorts and traditional cities of art, Italy is experiencing a new interest for less known artistic towns. In this scenario, and responding to the growing role that tourism holds in the diversification of the local economy, ORME2006 aims to develop a tourism management plan for Torino.

Together with its seaside resorts and traditional cities of art, Italy is experiencing a new interest for less known artistic towns. In this scenario, and responding to the growing role that tourism holds in the diversification of the local economy, ORME2006 aims to develop a tourism management plan for Torino. The 2006 XX Winter Olympic Games brought in fact in the capital of Piedmont in the spotlight and launched it as a place of tourist attraction. The project implement a tourism marketing plan that promotes the local territory, its commercialisation and its image. The focus is on the following activities:

  • To set up and implement an organic tourism marketing plan to promote the territory, its commercialisation and its image;
  • To analyse in depth the strategic tourism markets to identify the strengths and weaknesses of "Torino products" as well as the opportunities for tourism operators;
  • To carry out an international benchmarking analysis that focuses on European cities competing with Torino;
  • To set up an interactive web site that involves directly actual and potential tourists in buidling the image of Torino;
  • To make the most of the image returns deriving from the Olympic Winter Games "Torino 2006".

The development of a tourism management plan for Torino was a stimulating task that involved different actors active in the tourist sector. The research group focused on three main elements:

  • Image management
  • Promotion
  • Commercialisation

A questionnaire was administered to different sets of tourists visiting the town were interviewed to identify the strengths and weaknesses of Torino, its symbols and most attractive artistic spots. The results helped ORME2006 identify the need for the setting up of a tourism management plan for the town. A Final Report sumamrising the output of the analysis was published at the end of 2006 and presented at the final conference held in Torino.
ORME2006 has also implemented the first Blog on the city of Torino. The web site is very interactive and user-friendly. Visitors can publish photographs of Torino, post their own messages about their tourist experiences in Torino, suggest spots of particular cultural interests, exchange opinions and reviews, inform about events, and interact with other users.