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Milan rediscovers its leisure appeal

By Friday, 01 December 2023 11:32

No longer just business travel, because 2023 has consecrated Milan as a prime leisure destination. And, once again, there are statistics to mark this transformation. With a constant growth in arrivals of 778,641 last October (6% higher than in 2019) there was also a swing in seasonality. While in the last pre-pandemic year the peak months for visitors were September and October - with the highest figure in October - this year the most significant numbers were concentrated between May and July; the latter hitting an absolute record for arrivals with +33% against 2019.

This analysis is from Fiorenza Lipparini, general manager of Milano&Partners, the official agency created by the Municipality of Milan and the Chamber of Commerce of Milan, Monza Brianza and Lodi that promotes the city under the YesMilano brand.

So summer, the holiday season par excellence, has become the key period for arrivals to Milan, a novelty that was likely propelled by Expo 2015. "The city is, to all intents and purposes, a tourist hotspot,- says Lipparini, - but this in no way detracts from its more characteristic face; on the contrary, it adds to it. Milan aims to lure foreign investments and position itself as a hub for premium talent and start-ups. Without forgetting the Mice segment: 'Today we are well positioned compared to European and international competitors - from Paris to Berlin via London-, we are in a position to compete and excel.” 


Mariella CattaneoMariella Cattaneo
Journalist

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