Eventi e ciclo di vita delle destinazioni

This article explores the strategic role of events in destination management and marketing, examining how they can support different objectives across the various stages of a destination’s life cycle. It investigates the multiple impacts of events - direct, indirect, and induced - as well as their potential in shaping territorial identity, reputation, and tourism development. The methodological dimension of event planning is also addressed, considering the before, during, and after phases, together with the concept of legacy, with particular attention to major events such as the Milano-Cortina 2026 Olympic Games.