Sporting events: impacts and repercussions on the tourism industry

With over 50 million visitors in 2024 and an average stay of 4.2 days, Rome and the Lazio region are experiencing significant growth in their tourism industry. These impressive numbers, which show a substantial increase compared to previous years, are further bolstered by the upcoming Jubilee in 2025.

A panel discussion titled “Sporting Events: Impacts and Reflections on the Tourism Industry,” moderated by Francesca Buttara of Dowell, delved into these growth factors, potential risks, and the overall tourism system of Rome and the Lazio region. Panelists included Gianfilippo Valentini, founder of the Social Football Summit, Alessandro Onorato, Rome’s Assessor for Major Events, Sports, Tourism, and Fashion, and Gianluca Caramanna, a member of the Chamber of Deputies’ Commission on Productive Activities, Commerce, and Tourism.

Valentini highlighted a significant achievement: “We have succeeded in creating a recurring congress-style event focused on the Football Industry. This event consistently attracts a large audience, thanks in part to Rome’s immense appeal. This factor contributes to a highly positive balance sheet, with numbers growing significantly year after year, which bodes well for next year’s edition”.

“In 2025, Rome will host the Jubilee as well as numerous sporting events,” stated Assessor Alessandro Onorato. “While we approach these events with a sense of anticipation, we must also remember that every major event must be compatible with the city’s rhythm.” “Every major event,” clarified Onorato, “creates some inconvenience for citizens, so we must find a balance between the public interest and compatibility with the city.” He offered a potential solution: “Fortunately, Rome is a vast city, and we can distribute these events across the entire territory”.

“Tourism in Rome is no longer a ‘hit-and-run’ affair, and that’s no coincidence. If you make every effort to bring major events to Rome, despite all the difficulties involved, investors will see that it’s a city on the move,” concluded Onorato. “The fact that tourists’ average stay has doubled from two to over four days is due to the countless major sporting, musical, fashion, and cultural events held in Rome over the past two years“.

Caramanna echoed these sentiments: “The Meloni government is the first government in the history of the Republic to consider tourism central to the development of the national economy.” He emphasized the political and economic importance of the synergy between the national government, the Lazio region, and Rome. Caramanna concluded by stressing the importance of “Creating off-season events by working immediately to combine all existing offerings, thereby expanding opportunities”.

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