Italy’s Cortina and the Big Events: A New Age for the Queen of Dolomites

By Massimo Terracina

The Giro d'Italia along with the Tour de France and Vuelta de Espana is one of the main events of the cycling world. Monday the XVI stage of Giro d'Italia, the so called "pink race", from the colour of the paper used for La Gazzetta dello Sport, the most popular sport newspaper in Italy, organizing from 1909 the race, will end up in Corso Italia, the main street in this worldwide known venue.

Cortina D'Ampezzo, Queen of Dolomites, counts and invests on big events to draw media attention and to enhance the “brand recognition” of the squirrel, the animal chosen to represent it.

“We want to be a recognized brand of quality in tourism and great host for big events, not only dedicated to sports - says major Giampietro Gherdina, presenting in a press conference online the race stage - this arrival of the "pink race" is just a part of the strategy we are developing to host more and more events”.

The Giro d'Italia, represents a true postcard from Italy, a true way to promote the known and the unspoiled beauty of "Bel Paese".

“Cortina chooses to invest in the event organization – Ghedina keeps telling – and staging the World Ski championship last February was just one way to show we are ready for any challenge. Those were the most difficult World Ski Championships to stage: no crowd and all the problems caused by the pandemic safety protocol to be fulfilled, but I think we succeeded.”

Events, for Cortina, mean visibility and promotion not only for its territory, but for the entire Veneto and all the surrounding area in the Dolomite's arch.

“The mediatic impact of the Giro d'Italia was in 2020, 10.4 million viewer, 806 million people watching all around the world on TV in 155 countries of 5 continents. The social media impressions were 119 millions, with + 50% in 2019. We are sure 2021 could only make a better result.”

It is a 360° commitment that involves dealers, bars, restaurants, stores, hotels, all the "welcoming structures" and the establishment of Province and Region to be sure the "three days" will be a huge event.

The stage itself will also be an important moment from the rank standpoint, according to the premises, a selecting moment on the competitive point of view: 212 km and 5700 mt up/downhill will modify, for sure, the current rank, travelling fast to the end of the race, in 5 stages more.

“It is a way to give relevance to the efforts of the Province/Region,”  says Roberto Padrin, President of Provincia di Belluno. “The infrastructures built up as a bicycle lane net investing 35 million euros, which makes the area the perfect environment to practice biking, also assisted pedaling, with the electric mtb. The arrival of Giro d'Italia is a further promotional item to confirm the sustainable and touristic value of the Province and Region.”

Everything will be Pink in Cortina in those days, from drinks to set up, from pasta to appearance of the urban setting, to honor the pink race. This event is an ideal bridge to connect the World Ski Championships to the "spread-out" of the Olympics  Milano/Cortina 2026.

“We'd like to set this event as the start of a new summer season,” concludes Major Ghedina.