Evaluating the effect of events on sustainable development of tourism in uzbekistan

Box 2. Italy – Expo Milan 2015
Impacts Impact on tourism flows and revenues
 In general, the economic impact estimates for Expo 2015 show that for the period 2012-2020, an additional production of EUR 31 billion, an added value of EUR 13.9 billion and 242,000 new jobs.
 Business and leisure tourism attracted by the event: in 2015 Milan saw an increase in arrivals of 11% compared to 2014, and estimates indicate an increase at the national level of 5.5%.
 Positive data on room occupancy in Milan and neighbouring provinces. For the region the occupancy of hotel rooms has increased from 2014 to 2015 by 16% (18% in Milan, 26% in Monza, and 25% for Varese).
 Available data for the first months of 2016 confirm a positive trend on arrivals and overnight stays.
New tourism products and services
 Expo Milan 2015 had also important results for Lombardy and Milan tourism system and governance. At the regional level, sixteen territorial coalitions were formed in Lombardy in order to reorganize local supply systems and to increase territorial attractiveness with respect to specific themes such as wine & food, landscape, cultural heritage, arts & crafts excellence.
 Expo 2015 stimulated the regional government to create a new Destination Management Organization, "Explora" in 2013, whose primary function is the promotion of the tourist offer of Lombardy through the new brand "inLOMBARDIA".
Implications in terms of communication and branding
 During the six-month event, Expo 2015, with the involvement of 240 stakeholders, reached an estimated 300 million people across 20 platforms on the internet.
 Research activities conducted by Milanese universities have highlighted a strong impact from the event on brand “Milan”l, while monitoring activities on Expo flows were useful in identifying expectations and habits of specific targets groups, providing important information for local and national tourism promotion strategies.
 The city also has received positive international visibility due to agreements with major transport companies (rail and air transport in particular) and with co-marketing activities.