The Arch of Peace in Milan has become the highlight of the Winter Olympics, featuring a 3-5 minute evening show of lights and music around the Olympic flame. This show, designed by Marco Balich in collaboration with the Milan Cortina Foundation, has recently drawn large crowds, prompting organizers to adjust the start time to 6 PM instead of 5 PM. The change was made after attendees noted that it was still too bright for the show to have its intended 'wow' effect, especially during the first act that failed to impress due to daylight.

In addition to the evening spectacle, the city is also engaging visitors through a treasure hunt to collect official city pins created by YesMilano, the official tourism agency of the municipality. This initiative includes twelve "City official pins" that represent seven neighborhoods - NoLo, Porta Romana, Navigli, Brera, Sarpi-Chinatown, Porta Venezia, Isola - and four iconic sites in Milan. This initiative aims to promote local tourism and enhance the experience of visitors during the Olympic festivities, encouraging them to explore the city beyond the main attractions.

The adjustments and initiatives come at a critical time as Milan seeks to capitalize on the global attention from the Olympics to boost its tourism sector. By creating engaging activities and improving the evening show, the city aims to offer unforgettable experiences while also spotlighting its unique neighborhoods and cultural heritage. This strategy reflects an effort not only to attract visitors during the Olympics but to leave a lasting impression that encourages future tourism.