Turin and Piedmont are getting ready to welcome the Eurovision Song Contest. From May 10 to 14, international artists, journalists, and tourists from all over the world are expected for one of the most followed and acclaimed musical events, not only in Europe. Tuesday 10, Thursday 12 and Saturday 14 are the days of the semifinals and the final at the Pala Olimpico, the official venue of the event. The calendar of cultural and musical events and shows that will animate the city is very rich.
The event will be an opportunity to turn the spotlight on the touristic, cultural and eno-gastronomic excellence of Turin and the whole of Piedmont: from its rich heritage of art, history and nature, to the highest quality gastronomy and wine tradition, to the extraordinary landscapes that offer a wide range of outdoor activities, sports and leisure and relaxation. To take advantage of the opportunity given by Eurovision, the City of Turin, the Piedmont Region and the Chamber of Commerce of Turin, in collaboration with Turismo Torino e Provincia and VisitPiemonte, have worked together to reserve a special welcome for the envoys from all over the world, to introduce them to the territory and involve them in tourism communication.
Born 66 years ago as an international singing competition on the model of the Sanremo festival, the 2022 edition of Eurovision at the Pala Olimpico, organized by the European Broadcasting Union (EBU) and Rai, will be broadcast free to air in Eurovision, while in Italy it will be possible to follow the semifinals and the final live on Rai 1, Rai 4 and the TivùSat platform. Presented by Laura Pausini, Alessandro Cattelan and Mika, the event will offer its stage to artists from 40 different countries.
Initiatives at Eurovillage
At the same time, the Eurovision Village has been set up in Valentino Park, an entertainment area open from May 7 to 14 with a full program that includes more than 40 hours of concerts with international, national and Piedmontese artists ranging from rock to hip-hop, from world music to electronic music. In addition to music, thanks to 200 testimonials and activists, every day will be focused on issues that are strictly current and that will be important moments of reflection: in this area there will also be maxi-screens to watch the music competition live, refreshment stands, sponsor stands and institutional ones. In the space of the Piedmont Region, where the Local Tourist Agencies of the territory will be present in rotation, it will be possible to find illustrative materials, promotional videos and gadgets. Eurovision Village also becomes the space to talk about music, technology and business, thanks to the Music Talk meetings organized by the Chamber of Commerce of Turin in collaboration with the City of Turin: from the producers of traditional musical instruments, crypto art and NFT; from recording studios to the latest generation music libraries, the wide system of the music economy will be the protagonist on May 9, 10, 12 and 13.
Meetings at the Media Center "Casa Italia"
The City of Turin, the Piedmont Region, the Chamber of Commerce of Turin with VisitPiemonte, and Turismo Torino e Provincia will also take care of the Casa Italia Media Centre set up in Palazzo Madama from May 5 to 14: a space for the promotion of Turin and Piedmont in the heart of the city, at the disposal of Italian and international journalists accredited to the Eurovision Song Contest: a location equipped with workstations and where a rich calendar of activities including interviews, meetings with musicians and presentations of the territory is planned. At different times of the day, the "Piemonte Tasting Experience" program offers tastings, aperitifs, "merende sinoire", with the involvement of Local Tourist Agencies, wine and tourism consortia, regional wine shops and Maestri del Gusto of Turin and its province, Torino DOC wines and cocktails, Torino Cheese cheeses. A rich calendar of proposals to give journalists a direct experience of the best excellence of the territory.
The Casa Italia Media Centre will offer national and international journalists food and wine experiences: the Masters of Taste of Turin and its province, Torino DOC wines and cocktails, "Torino Cheese" cheeses will take turns on the stage, while the Eurovision Village at Valentino will discuss the professions and economy of music, with Music Talk appointments.
Initiatives will be all over the City Center of Turin: in collaboration with the Chamber of Commerce and the Trade Associations, the shop windows will be animated with the photographs of "Le Roi", while it will be the turn of the "urban fanfare" Bandakadabra to bring music with a comic theatrical verve on Friday 12 May. There is also the Eurovision Dish (a single dish consisting of 4 typical appetizers and a glass of wine at €15) and the Eurovision Aperitif Cocktail (cocktail with cold cuts/cheese board at €10). More than 130 bars and restaurants will be displaying "Sugo News" placemats depicting the city map, and Display Your Eurovision will involve shopkeepers in setting up their shop windows with a musical theme, to be included in a gallery called DisPLAY your Eurovision, on the social channels of Turismo Torino e Provincia and the Torino Chamber of Commerce.
The Mayor of the City of Turin stressed the importance of opening the city more and more to the world. An objective to be pursued with concrete actions carried out together with all the local institutions: a commitment aimed at maximizing the positive effects for the city and its citizens. Eurovision Song Contest is the largest international event for music, followed by millions of viewers, and will have obvious spin-offs in terms of image, tourism development and, more generally, benefits for the entire economic system of the territory. The first citizen also recalled that for Turin and Piedmont, the great international events have been, are today and will be in the future, an extraordinary driving force for development.
It is the President of the Piemonte Region, together with the Councillor for Culture, Tourism and Commerce of the Piemonte Region, to welcome the delegations and the hundreds of journalists already in the city and who will arrive in the next days, reminding that the great events are the engine of tourism and economy and, besides bringing new visitors to the territory, represent a national and international resonance of great importance that the Region is happy to support in synergy with the other bodies of the territory.
The value of the event was also underlined by the President of the Board of VisitPiemonte, for whom the 40 delegations and 500 journalists present in the city represent the true ambassadors of the region, thanks to the many specific initiatives of promotion and reception addressed to them.
Turin and Piemont, destinations to be discovered
Piedmont has therefore accepted this important challenge: the Eurovision Song Contest, with its almost 200 million viewers and 60 thousand in attendance, will be the showcase to highlight all the beauty and good that the region has to offer.
To this end, Turismo Torino e Provincia has put the social programme delegations online - which contains, from Saturday 30 April to Saturday 14 May for the 40 delegations of the 40 countries competing in the contest, 20 evocative experiences in Turin and 6 not to be missed in Piedmont, based on the themes of excellence, green, unusual, contemporary, multi-sensory, landscapes - and the social programme press, esctorinopress.com, which offers 6 proposals from the Category Associations GIA/Federagit and Maestri del Gusto, 12 museums, 2 tastings, 6 excursions in the region, 5 excursions in the province from Saturday May 7 to Saturday May 14.
So, a territory to be discovered. First of all, the capital: Turin, a city of art on the Po River, which boasts a dynamic cultural scene, with over 50 museums, including the Egyptian Museum, the MAUTO-National Automobile Museum, and the Royal Museums, as well as Palazzo Madama, the MAO-Museum of Oriental Art and the GAM-Gallery of Modern and Contemporary Art. There is also a wide range of internationally renowned festivals, from Club To Club, one of the most innovative electronic music events in the world, to the KappaFuturFestival and the Torino Jazz Festival, up to the Torino Film Festival, a tribute event of the city that has made the history of Italian cinema since 1896: a record celebrated at the Mole Antonelliana, symbol of the city, which houses the National Museum of Cinema, a multimedia temple dedicated to the seventh art.
In such a dynamic city, the evening and nightlife is just as lively. The city of vermouth, homemade ice cream, gianduiotti biscuits and breadsticks, Turin's culinary tradition is one for true connoisseurs, starting with the numerous Michelin-starred restaurants and ending with the typical trattorias. In the Quadrilatero Romano, Borgo Dora, Vanchiglia and San Salvario, restaurants, wine bars and DJ sets offer a wide range of events.
But the list of the cities of art and culture of Piedmont is long and full of charm: Alessandria, with its Baroque buildings, scenic squares, porticoes, streets and stores that give it a typical Piedmontese imprint, in the heart of a territory already close to Liguria in art, in thedialects and cuisine; Asti, not only the city of the Palio, the famous medieval commemoration that takes place every year in the first half of September, but also spectacular with its enviable artistic heritage ranging from Romanesque to Baroque, and its hills of Monferrato Astigiano, a UNESCO World Heritage Site, just outside the city; Biella, the "Italian Manchester", joined the circuit of UNESCO Creative Cities in the category "Crafts & Folk Art"; Cuneo, known for its palaces: the seventeenth-century Cathedral of Santa Maria del Bosco, the Church of Santa Chiara, Palazzo Audifreddi, the church dedicated to the patron saint of Milan, St. Ambrose; Novara lying between the rivers Sesia and Ticino, surrounded by plains and rice fields, very pleasant to discover walking in the medieval old town, with the soaring brick dome of the Basilica of San Gaudenzio, the highest in Europe with its 121 meters. Verbania, called "a garden on the lake", because it is the most desired destination at the first hints of spring. Villas and parks are among its major tourist attractions, starting from the Botanical Gardens of Villa Taranto - with its 1,000 plants and about 20,000 varieties and species of botanical interest; Vercelli, a compulsory stop for pilgrims on their way from Canterbury to Rome and still an important junction of the Via Francigena, as well as the European capital of rice and an economic-social laboratory.