JIAHUI LIAO

Field project as part of the “Cities, Cultural Tourism and Urban Life” course at Bocconi University. Output presented to the representative from the Municipality of Milano. 

Presented by: 

Huimiao Ran, Wei Fan, Jurui Liu, Yangyang Wu, Jiahui Liao, Haoze Tan

Client: 

The Municipality of Milano, the Tourism, Sport and Quality of Life Department 

Task: 

• To develop a destination offer through a major sport event — The 2026 Milano-Cortina Winter Olympics;
•  To support the Municipality in developing new integrated tourist projects that leverage on the coming Olympics and that target specific tourism segmentswith existing and/or future infrastructure, and ultimately, creating ‘system economies’. 

Objectives: 

• Leveraging on the Olympics and promote their values and territories; 
• Actively involving the local stakeholders and spur community-centred investments; 
• Enabling a wider/alternative tourist experience of Milano. 

Proposal: 

In providing an integrated and immersive experience of art, culture, sports and city exploration, we created an Augmented reality (AR) game application to shape Milan and Cortina into a surreal world, which is accompanied by treasure hunting game and stadium and resort construction game.

Overview:

• Proposal idea and benchmarking
• Background analysis 
• Value proposition 
• Tourist segment identification
• Main activities and timeline
• Key resources 
• Stakeholders  and customer relationship
• UI design and communication 
• Costs and revenues 
• Risk, goals, and scopes