Delivering Success: Engagement, Legacy and Vision Olympic Winter Games 2026 Case Study Torino 2006 Prior to the Olympic Winter Games Torino 2006, the Italian city was best known for its industrial economy and passion for football. Hosting the Games helped the city achieve its long-term development goal of revitalising the region and reshaping its public image. The city implemented a master plan that Italian academics Piervincenzo Bondonio and showcased Torino’s impressive but lesser-known Chito Guala have examined substantial research heritage, including rich cultural sites and Baroque into changing attitudes regarding the city and architecture, through an extensive programme visitor numbers to demonstrate the impact of of more than 200 events running parallel to the the Games on Torino’s tourism, in comparison sport programme. The aim was to use the global to other regions of Italy over the same period. dimension of the Games to present the cultural The growth in the number of visitors to the region identity and history of Torino and its region to the since the Games and a shift from business visitors to world. The result was an energised tourist industry leisure – who generally stay longer – demonstrates nurtured by expanded hotel capacity and how the city has transformed itself from industrial quality, leading to a signi昀椀cant increase in town to tourist hotspot. post-Games tourism. 102% 110% Torino was scarcely mentioned in international Increase in arrivals Increase in bed nights guidebooks at the turn of the century, but has to Torino between in Torino between received wide and positive media coverage The image of Torino has totally changed since 2000 and 2016 2000 and 2016 since the Games. the Games. It was not considered a cultural city, despite having a very rich cultural heritage, with Business Alongside enhanced transport infrastructure beautiful Baroque buildings... Now it is recognised Leisure and facilities in the mountain resorts, the Games as an attractive city. Until the Games, no one Read the full encouraged improvements in the capacity and would really consider spending a leisure study here calibre of accommodation in Torino and the weekend in Torino, but now things have changed. 2004/5 2008 mountains. The number of hotels in the city rose Roberto Daneo by 31 per cent between 2002 (287) and 2006 (376), with a rise of 11 per cent in the availability of beds Former Director of Authority Relations, Torino NOC in hotels rated four stars and above. Ratio of business to leisure visitors Enhancing Reputation 5