As a result of a cooperation project with the Dipartimento di Elettronica e Informazione of Politecnico di Milano, the Directorate of Tourism of Milan City has been awarded the Forum PA turismo e innovazione prize. The awarding ceremony will be held in Rome on May 12th, 2011. The Information Systems group of DEI has designed a service for the semantic analysis of comments on Milan city posted by Web users when surfing through tourism sites (such as Trip Advisor and Lonely Planet) and social networking sites (Twitter and Facebook). The service is designed to collect social conversations regarding Milan city and then semantically analyzing them, by understanding and categorizing their subject. The semantic categories, together with their ranking and scoring, represent the dimensions of the marketing model applied by the Directorate of Tourism to promote Milan as a tourism destination (events, shows, museums, theaters, etc.).