VIVACity: Turin

Place Generation was also asked by City DNA and Simpleview (now Granicus) to act as executive consultant for three years in another European city. One of the VivaCITY winners was Turismo Torino e Provincia. Unlike the more project-based approach taken in Helsinki, we opted together with Torino for a process-oriented strategy.

Following a thorough local assessment, we embarked on a long-term transformation aimed at expanding the very notion of tourism and building a city-wide coalition of stakeholders. The trajectory includes capacity-building and workshops with the DMO staff, in-depth interviews and strategic sessions with local partners, and the establishment of the Torino Turismo Academy—an initiative to improve stakeholder engagement and disseminate new insights into the future of tourism.

The next steps include formalizing a strategy with strong social impact and regenerative dimensions, followed by implementation and widespread communication of that vision. Thanks to the VivaCITY framework, we are able to dedicate three intensive years to setting in motion the systemic changes Torino needs to ensure that its tourism sector grows in a responsible and high-quality manner in the years ahead.