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In this case study we describe an ongoing effort by Piedmont Region to foster MICE tourism in Turin and surrounding areas. This seems one of the promising ways to overcome the traditional image of an industrial city dominated by car industry. We set this effort within a more general framework, describing first results obtained by a pilot study and outlining future directions.doi:10.26215/tourismos.v6i1.203 fatcat:ukmymejunzhtzcwzwruoatz564