Gran Torino? The 2006 Olympic Winter Games and the tourism revival of an ancient city

Abstract

Four years after the XX Winter Olympics were held in Turin, a review is made of the legacy of the Games by considering the Olympic effect on Turin's regeneration process and its tourism attractiveness. The paper discusses how Turin, the first capital of a unified Italy and, in the twentieth century, a typical ‘one-company town’, in the last 15 years has successfully reshaped itself into an internationally recognized ‘cultural city’, increasing its attractions for both its citizens and visitors. The role of the Olympic Games as a catalyst of Turin's urban renewal is examined. Supply-side changes and recent trends in demand for cultural attractions are examined. An impact analysis which compared Turin with other north Italian cities revealed the extent to which the changes occurred because of the Games, and not just after them. It was found that the Games made a difference. The study also found that, in the space of 10 years, Turin's ‘industrial’ image has changed. The local community now shares a new identity which does not forget the city's traditional economic roots but is balanced with new values and perspectives related to culture and tourism.