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Valencia and the America's Cup 2007: a Mega-Event as an opportunity for territorial requalification. - From an industrial to a post-industrial society, the tartarisation process, which is also connected to the delocalization and demolition of large industries, has significantly altered the development of many traditionally industrial areas. Cities are growing according to development models oriented to culture and tourism, paying particular attention to objectives such as urban redevelopment and diversification of uses for destinations. The relaunching of cities around culture and tourism is based on the identification of roots and local identity, by means of projects aimed at the valorization of community symbols; as a result, urban marketing strategies are necessary. The organisation of Mega-Events offers a significant opportunity for enhancing and strategically repositioning a city's image, while also offering media relevance, which creates potential resources for the hosting territory in economic, occupational, tourism and socio-cultural terms. The case of Valencia, which was chosen for the America's Cup 2007, is significant. We are witnessing a process of dramatic change which is redesigning the balance of the city, its economy and its inhabitants, as a result of carrying out those actions which make up the complex system of urban marketing. In recent years the experience of urban and economic management has shown how strategic planning can lead to surprising results in terms of social decline and territorial redevelopment. The choice of Valencia as the final destination of the competition was dependent mainly on its excellent meteorological conditions and geographical location. However a part was also played by the newly developed infrastructures, such as the 'metrotramvia' which connects the airport to the waterfront and the sailing regatta course, which were put in place according to newly developed urban techniques. A tourist destination is a place that offers a combination of relations, products, services, natural and artificial elements that can attract a certain number of visitors and satisfy their demands from a functional and emotional point of view. Thanks to its hosting of the America's Cup, Valencia will become a pivotal destination in which the mix of elements described will be mutually strengthened.
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