New studies on the social and economic impact of the Giro d’Italia 2025 were presented at the eighth edition of the Giro d’Italia Bike Business Forum in Trento, Italy, indicating that the cycling grand tour generates an overall value of €2.1 billion in the territories it touches.
The forum, entitled ‘Giro d’Italia: Between Economic Impacts and Social Well-being’, was organised by RCS Sports & Events in collaboration with ICE – Italian Trade Agency, and held during the Il Festival dello Sport di Trento on October 10, 2025.
It provided a platform to share new findings on the social impact and contribution of the latest Corsa Rosa edition giving an international promotion of Italy, alongside research on sustainable mobility, including the Italian e-bike supply chain.
Carmelo Carbotti, Head of Strategic Marketing & Research at Banca Ifis, presented two studies. One focused on the social, economic, and national impacts of the event and its values.
According to the study, the 2025 edition generated a social impact valued at €79 million, using the Banca Ifis Measurement Model.
The research found that 71% of live spectators – approximately 1.6 million people – stated that attending the Giro had a positive effect on their personal well-being. Additionally, 23% of non-athletes declared they would begin exercising after the experience, while 57% of regular athletes said they would increase their training frequency.
The social value produced corresponds to a multiplier effect of 2.8x, meaning for every euro invested in the event, almost three euros were generated in social benefits.
A second Banca Ifis study focused on the economic data related to the Grande Partenza from Albania. The research highlighted the event’s contribution to the international promotion of the host country and to strengthening Italy’s image abroad.
Among the findings, 92% of live spectators viewed positively the decision to start the 2025 Corsa Rosa outside Italy’s borders. This choice expanded the audience base, with 36% of attendees experiencing the Giro for the first time.
Furthermore, 74% of spectators recognised the Albanian start as a strong driver of tourism promotion, while 38% viewed it as a means of reinforcing cultural ties between Italy and Albania.
Urbano Cairo, President of RCS MediaGroup, said “The results we presented today show that the Giro has further increased the economic value of its legacy for the territories, generating an economic impact of €2.1 billion and confirming its status as a symbol of our country – an event that tells Italy’s story to the world through sport, culture, and its regions.”
Paolo Bellino, Chief Executive Officer and General Manager of RCS Sports & Events, said “The research presented at the Festival dello Sport shows how each edition leaves a concrete legacy for the territories and communities it passes through.
“The Giro d’Italia 2025, with its start in Albania, once again proved to be much more than a sporting competition: it is an ambassador of Italy to the world. 90% of spectators welcomed this decision positively, recognizing its cultural and promotional value.”
Among the speakers at the Giro d’Italia Bike Business Forum were Antonio Tajani, Italian Minister of Foreign Affairs and International Cooperation (via video link); Urbano Cairo; Matteo Zoppas; Paolo Bellino; Maurizio Rossini, Chief Executive Officer of Trentino Marketing; former world champion Maurizio Fondriest; and former European champion Giacomo Nizzolo of Q36.5 Pro Cycling Team.
The forum took place at the Palazzo della Regione in Trento, which hosted the event alongside La Gazzetta dello Sport and Trentino Marketing, together with the Autonomous Province of Trento, the Municipality of Trento, the University of Trento, and the Trento Tourist Board.
