The promotion of local economic development processes in a metropolitan area often depends on its ability to attract sustainable tourist flows and provide a high quality of life for citizens. These two conditions are fundamental to strengthening the competitiveness of an urban context, but are only possible if territorial planning strategies are focused on the real "experience" lived by tourists and citizens when they come into contact (virtually or physically) with this place. This is why all choices made by policy makers, city planners and place marketers must aim to promote the best possible experience for people who visit and live in the city. There is therefore a need for theoretical models capable of supporting practitioners in their “experience design” efforts, which can find in the marketing literature – and in particular in tourism experience studies – many interesting conceptual bases. This research topic has developed very rapidly in recent years, but is currently characterized by strong fragmentation and a lack of systematic theoretical models. From these considerations, the aim of the article is to fill this gap by presenting a conceptual framework specifically developed to provide a solid basis for the design, management and evaluation of people's experiences when planning. , visit and remember a place.IntroductionCities are, above all, places where people spend a significant part of their time doing something useful, interesting or pleasant. This is true for the residents who live there, but also for tourists who visit the city for a short time and aim to exploit every moment spent there in order to justify the money and time invested in paper. .....consumers of cultural products, but is extended to other constructions which have already been the subject of a first empirical test. Furthermore, the model is built taking into account both the role of tourism companies and territorial managers and tourists and residents, as contributors to the experience environment of a place. The model consists of three complementary and consequent elements: • the experience process, which is the dynamic representation of the progressive development of the experience over time; • the drivers of the experience, which are the factors which, through a dynamic and interdependent interaction, contribute to giving the experience a specific form and qualification, improving its intensity and memorability. ;• The combination of experiences, composed of a system of levers that policy makers and managers can use to implement the experience factors..