Formula 1 Grand Prix have always been opportunities for the territories hosting the circuits to develop notoriety and wealth. Monza is an example of this, whose worldwide popularity is at 73% thanks to Formula 1, with an induced revenue of around 63 million euro spent throughout the Region.
Enthusiastic about the news of the possible return of the Imola track to the Formula 1 calendar for the next 5 championships, Roberto Bianchi, exclusive agent for Italy of Formula 1 Experiences, believes that the double appointment is an excellent opportunity to relaunch our country.
Formula 1 is a perfect driver for increasing local awareness and, if well managed, can become a driving force for an area that sees tourism as one of its main economic levers
“The pandemic has caught us unprepared, and change requires timely, clear-sighted, determined actions with a collective vision that sees the public administration supporting the idea of hosting major events with international visibility. The path must inevitably be translated into projects that can be marketed by the tourism industry: travel agencies, tour operators and Destination management companies,” he comments. “The great challenge will be to accommodate and reconcile the different needs of the territories, creating attractive tourist packages that can involve all sectors and meet the various tastes of the public.
The opportunity of having a combined Grand Prix at Monza and one at Imola would have a disruptive force for the relaunch of our country’s tourist activities, with such an emotional charge to involve a public that is today “frightened”, to help the difficult process of returning to the long-awaited normality.
The Grand Prix is the ideal opportunity to revive first and foremost local tourism, even better if it is conscious and qualified rather than mass tourism. In order to achieve a good result, it is necessary to bring together the players in the area, create a network, identify objectives and opportunities in order to encourage the recovery of city tourism, in an innovative way.
“Sport is an excellent promotional driver, but it needs a structure that allows a continuous impact over time and not just limited to the period in which the event takes place. The facilities that host events must be up to the standards of the guests who use them, with modern facilities and suitable services, with appropriate digitalisation and the creation of comfort areas that motivate people to stay,” continues Bianchi. “A correct marketing and commercial policy will bring undeniable benefits to the tourism/commercial sector of our territory and will therefore be a lever to safeguard the work of the entire supply chain involved in providing services.
Multi-level experience-oriented proposals represent the right offering for this scenario.
Transforming the sporting event into a travel experience has always been the mission of All Sport, a company specialising in exclusive experiences and hospitality, founded by Roberto Bianchi, which proposes customised tailor-made solutions for both companies and private individuals, offering unique and unrepeatable moments in the most prestigious sporting locations, first and foremost the famous Monza and Imola tracks.
“The possibility of combining participation in the Formula 1 Grand Prix with the final destination of a trip makes the product attractive not only for fans but also for companies that invest in incentive programmes,” he concludes.
