What would the Sanremo Festival be… without Sanremo? Liguria could lose almost 6 million in direct revenue during the five days of the event if the Kermesse migrated elsewhere. In the last two years the Festival has generated a turnover of almost 400 million, 186 in 2023 and 205 in 2024 of which over 70 million in added value (comparable to the GDP), according to the company Ey (formerly Ernst & Young) which it is part of the so-called “Big Four”, the four largest auditing companies that share the world market. And these are the general data on the related industries, looking instead at Liguria and the spending left by spectators and those who work at the Ariston during the five days of the festival. Ey estimates around 5 million 600 thousand euros left in the province of Imperia, to which combined with the spending of tourists who arrive in the “City of Flowers” for the attraction of the event and not to attend the musical show. «Assuming a capacity of 95% of the five evenings and then the people who work there, for each visitor per day we estimate an overnight stay cost of around 300 euros per night – explains Mario Rocco, Ey Partner in Italy, with experience in the evaluation of companies and complex investment projects – to which approximately 75 euros per day must be added for catering, 13 for transport, 75 for shopping and any other miscellaneous, so a person who comes to see Sanremo in Liguria contributes to the territory with around 493 euros per day.”

Sanremo, Pippo Baudo: “It is the last event left to the public service. Losing him would be a disaster” by Silvia Fumarola 06 December 2024

The general turnover includes advertising and sponsor sales, accommodation and catering, film, television and music production. Here the “treasure” generated by the Festival is a precious resource for businesses and the territory in which it takes place. In 2024 there were over 1,300 jobs, of which approximately 860 deriving from the indirect and induced effects of the most singing event of the year. «The total capacity of the Ariston is two thousand seats, reduced to around 990 on the occasion of the Sanremo Festival, assuming a capacity of 95% we are talking about around 4,750 spectators», continues Rocco.

To date, the relocation of the Kermesse remains only in the discussions and concerns of those who live and work in the area, after the decision of the Administrative Court of Liguria which declared illegitimate the direct assignment of the organization to Rai by the Municipality of Sanremo of the event. The fog that descended on the Festival after the ruling has yet to be lifted. Can it be moved or not? Could it end in Rimini or Viareggio which hosted a couple of editions many years ago or Milan which would be more convenient given that the Lombard capital is well connected to the rest of the world compared to Sanremo?

The Festival is one of the few major events that still take place in Liguria every year, together with the Boat Show. For Enrico Lupi, president of the Riviere di Liguria Chamber of Commerce, it is «science fiction because the Municipality owns the brand, Santa Claus can come and say he wants to move it but the brand is registered here and will remain here». The idea of moving the Festival has been discussed cyclically but so far the discussion has remained on the planet of utopia. «The last two editions saw “Sanremo-mania” break out – continues Lupi – B&Bs, hotels, are already sold out now for February. The days of the Festival correspond to at least three, four months of work in normal times.”

The soundtrack of the Italians Massimo Adinolfi 06 December 2024

Gold proceeds for accommodation facilities throughout the province. «The Festival ensures that the hotels remain open in winter – explains the president of Federalberghi Sanremo, Silvio Di Michele – if it weren’t there, the structures would probably close in October and reopen in April, the economic and social damage would be enormous because the hotels they would fire all their employees and rehire them when they reopen: we would become seasonal. We are already a disaster-stricken province, out of touch in terms of communications both on motorways and roads and on railways. If they were to take away the Festival too, someone will take responsibility. This event is part of the Italian tradition, 75 years of Festival are not a “little show” that you can move left and right, it is Rai’s heritage, it is our heritage, so it must certainly be accessible to everyone.” The economic operators of the area have been clear for some time that they were not “just songs”.