ITALY – Eurovision 2022 had a strong impact on tourism. In the period from 1 to 14 May, there was an increase of 68% in overnight stays (of which 40% were foreigners), compared to the same period last year.
The Tourism Observatory of Turin and the Province (in collaboration with the Department of Foreign Languages, Literatures and Modern Cultures and the Management Department) administered a qualitative questionnaire (6 – 13 May) to tourists visiting Turin. From the more than 750 questionnaires collected it emerged that the tourists who came to Turin for the first time are 56%. These visitors travelled as a couple (30%) or with friends/colleagues (27%) using the plane (37%) and the 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 prompted them to come to the city is the Eurovision Song Contest event (57%). In terms of origin, among foreigners (49%), the majority came from Great Britain and France (12%), Spain (9%) and the Netherlands (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”.
Over 70% of tourists have visited at least one museum and the Egyptian Museum, the Royal Museums, the National Cinema Museum, the Reggia di Venaria (seat of the opening ceremony) and Palazzo Madama (seat of the allocation draw) stand out at the top. Not to mention obviously those who witnessed the artists’ impromptu performances in the squares.
The satisfaction level of the Turin holiday was very good, in fact, 88% said they had a positive experience and want to return a second time (90%).
The Lonely Turin guide
On the occasion of Eurovision 2022, the Turin Pocket Lonely Planet guide was created from 4 to 14 May and was downloaded as a free download by 25,000 users. Over 30,000 visitors also received promotional tourist material of the city, maps and postcards.
Turin Social Program
Furthermore, again on the occasion of Eurovision 2022, Turismo Torino e Provincia has created a social program for delegations (from Saturday 30 April to Saturday 14 May for the 40 delegations of the 40 competing countries, 20 experiences in Turin and 6 in Piedmont, themes excellence, green, unusual, contemporary, multi-sense, landscapes) which saw the participation of over 1,100 people from 37 delegations, 12 of which chose to discover Piedmont as well.
In addition, the Social Program Press was created with the Chamber of Commerce which recorded 140 bookings.
Boom at Valentino. 200,000 attendees
With nearly 350 artists involved, the Eurovillage at Parco del Valentino offered over 55 hours of entertainment in 8 intense days, ranging from various genres and involving 20 official delegations of the Eurovision Song Contest. With an audience of artists from 24 different nations, and bands that have formed or gathered for this occasion, there were over 220,000 attendees.
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 involved 25 Piedmontese companies and 125 Turin companies. In total, over 1,100 tastings were served.
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 turismotorino.org site registered more than 27,000 users (+ 135.96% compared to the same period last year) and totalled more than 35,000 visits (+ 146.89% compared to the same period last year).
The section dedicated to Eurovision was the most visited on the site for the entire observation period with 4,374 views (with peaks on 6, 9 and 10 May), in 7th place was the page relating to the Eurovision Village with 2,854 views.
Furthermore, from 7 May, a daily story has been scheduled with the Eurovision Village program. The posts reached 510,000 people and 49,013 interactions, 87% more than in the previous period.
On Instagram, the total number of accounts reached exceeds 250,000 people, of which 18,600 are already followers of the account and 232,000 new people reached. Another interesting fact is that of the 40,000 people reached, 37,900 still follow the page. Also interesting is the average age group with 50% under 44 years (28% 25-34 years). The global interactions were 10,009
The posts reached an average of 17,500 people reached and recorded over 500,000 impressions. On Twitter, the number of followers reached: 19,800 (+50 followers in the observation period)
The agreement with TikTok led 7 national creators to talk about Turin. The stories totalled an average of 151,844 views, and 145,126 accounts reached; the reels totalled 751,739 views, 54,612 likes, 790 comments and 110 saves.
The drive-to-event campaign (through SMS marketing, sending messages to the profiled database of Turin and its province, Native Advertising, on the main sites and magazines that allow user geolocation and DEM, sending emails to profiled user databases) has recorded: 94500 SMS readout of 95000 sent; 19,000 dem readout of 200,000 delivered and more than 750,000 banner views.
Finally, the social campaign of Visit Piemonte, an in-house company of the Piedmont Region for the promotion of tourism, began on 22 April and intensified in the days immediately preceding the event, in parallel with the usual programming linked to the promotion of the territory.
The editorial plan of Facebook and Instagram was themed on the various territories and attractions of Piedmont and “conceived” in the form of goals to be reached starting from Turin, the heart of the musical event, reaching over 720,000 people on Facebook, for an average of 46,518 people to post.