The Impact of Events: To Which Extent Are They Sustainable for Tourist Destinations? Some Evidences From Expo Milano 2015

Abstract

This chapter argues about some of the main effects generated by cultural events on the host territory with the aim at verifying under which conditions an event creates value for all stakeholders and is sustainable. Sustainability is not a static condition but an ever-changing process, which should lead to enhanced life conditions from an economic, social and environmental point of view. This requires that all stakeholders not only participate but also deeply share values as well as local resources, take part in common projects and act to achieve mutual goals. In this regard, Expo Milano 2015 is analyzed as a significant example, because not only it promotes a virtuous theme but also it represents the product of intents and values shared by different organizations. However, despite the undisputed value generated by the event, the aim is to call into question its degree of sustainability, in relation to the policies implemented for promoting the event, the firms' strategy, as well as the social and economic effects in Milan and in Italy.