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and skepticism, Expo set off. Visitor
satisfaction has increased, thanks
to word of mouth, until to get to a
triumphant October, with the stragglers
who thronged the gates so as not to
miss the event.
A success reflected in the data, starting
from the interactions on the socials
(positive in more than half of the cases),
from the City’s investigations on the
tourists in town for Expo (nine out of
ten were satisfied) and from the visitor’s
number, up from May to October when
there were peaks of 1,250,000 entries
per week.
This trend has been confirm
also by hotel stays, as it tells the
hotelier association’s president of
Confcommercio Milan, Maurizio Naro:
“From May to October we had an
occupancy of 77%, + 18% on 2014, but
in September and October we reached
the 90%. All agreed that Milan ‘remade
her make up’, there are no hassles
transports worked perfectly and we had
the proof that the city is able to absorb
significant flows of tourists.”
But it’s possible to make a budget of
income and expenses of this huge event?
There are no sure Data yet, but in 2013
a study coordinated by SDA Bocconi,
Chamber of Commerce and Expo Spa
estimated an additional production for
the country in about 23 billion euro in
the years before and after Expo, and in
about 10 billion values added. Esteem
that, if confirmed, would lead to an
increase in GDP of a few tenths of point
per year. The 20 million visitors (were
21.5 at the end) “would be worth” € 9
billion. But is this the real richest Expo’s
legacy, many smiling faces despite the
queues, and a 0.2 / 0.4% increase of the
national wealth in front of an expense
that is around two billion?
A FLYWHEEL FOR MADE IN ITALY.
For sure the argument of sustainable
and quality alimentation has meant
that the spotlights were focused on the
Italian food system. “The numbers are
positive and we are satisfied - says the
Coldiretti’s chief economist Lorenzo
Bazzana - we hope that the Expo’s
legacy is going to be of two kinds: the
first is a major awareness on the agri-
food production system towards greater
sustainability, compatible with the need
to feed the whole planet. Even in the
consumer grew the sensibility towards
healthier products; people start to be
more interested about the quality of the
food they bring home. On the export
front instead, Expo could lead to an
increased focus on Italian products.”
Some results can already be seen, with
an increase in exports by 7% in the
event period, on a national scale.
FASHION WINS IN MILAN. One
indication on how much the foreign
tourists actually spent in the city
is given instead by credit cards
transactions, measured by Visa for
its products. Beyond the numbers,
619.5 million for the six months of
Expo (+ 27% on 2014), the picture that
emerges is that of a two-speed Milan,
with a catch-center that has attracted
visitors thanks to the numerous events
organized and monuments iconic, and
has focused purchases. These were for
fashion brands and shops in the center,
where they spent almost 275 million
euro, with catering firm to 49.5 million
and the hotels flown 136.7 million.
GOOD FOOD, BUT NOT FOR
EVERYONE. “The center, the canals,
the new district of Porta Nuova have
monopolized the attention of tourists -
confirms Alfredo Zini, restaurateur in
Milan and President Bilateral Agency
for Tourism - but even here there are
activities, which recorded a 10/15% of
customers in less, for the bleeding of
the habitual consumers who preferred
to go to Expo for a drink or dinner,
taking advantage of the evening ticket.
And that maybe even in the face of
major investments, with staff increases
or openings prolonged, who did not get
the hoped for return.”
The most precious legacy, however, is
the knowledge of the city beyond the
Cenacolo and the Duomo: “Thanks
to word of mouth and media services
have discovered the hidden treasures
of a city that has intrigued tourists. But
tourists fascinated must continue to be
supported by large-scale exhibitions
and events, museum centers open and
services running.” A flaw? The lack of
low cost accommodation services for
young people, the style of the design
hostels in Northern Europe, whether as
a companion piece to the low cost and
attract young people “who travel more
and carry movement and well-being,
even if they spend little”. Which is the
goal? It becomes a multicultural city,
with greater integration, in short, a
European capital, which attracts for its
vitality and culture. In this way it could
help the high-tech center in the Expo
program (see box).
FAST AND THE GOURMET STREET
FOOD. Then there are the restaurants
open for the occasion, several hundred
mostly small and oriented to a fast,
while around Milan, also because
of a season of good weather which
continued until the end of October,
multiplied Apecar and kiosks street
food. Also markets have multiplied
the points and opportunities for
refreshment, bringing food in the
street at all hours. It’s in line with
new lifestyles, which want to eat
fast&chep, but with attention to
taste and provenance of foods (see
the gourmet burgers, the tempura
vegetables, fish tartar with mojito or
sparkling wine of the highly popular
Mercato Metropolitano). That’s a trend
that the traditional restaurants will have
to keep in mind. “It will be necessary
to increase the offer thinking of menus
that can deal with all, with some quick
dishes that attract new customers. And
maybe even change times adapting
to new styles and new flows (to be
reviewed with the arrival of two new
metro lines).”
KEEPING ATTENTION HIGH. How
to make this capital Maurizio Naro
attention does not get lost? “Work
is underway to continue the system
that has worked for collaboration
between organizations, companies
and institutions. 2016 will discount the
effect of the after Expo - says Maurizio
Naro -. We propose ourselves as a
partner to keep the city of Milan on
everyone’s lips. We must extend the
offer of tourism that ensure different
experiences, from food to art to sports,
and a system using the capabilities of all
to continue to ride the wave of this long
experience truly unique.”
Today, a few weeks from the end, the
city is bereft of thousands of foreign
tourists and the city risks losing
the international atmosphere, with
written bilingual signs everywhere
and announcements in English on the
subway. “It is important to continue to
invest and not lose that spirit used in
dealing Expo, with the effort to show up
as well as possible. We must continue
to welcome and accompany those who
arrive. To sell what most look, that
Italian style that is a mix of genius and
creativity, taste, eat like the dress, and
sensitivity to beauty” concludes Zini. It’s
a lesson (and legacy) valid for the entire
country.
After Expo
What will that million square meters
will be used for?
By June 30th, 2016 the site of Expo