By water and by land, Lombardy offers visitors a range of experiences.
Lake Garda is Italy’s largest lake
With less than a year until the Winter Olympic Games, set to take place from February 6 to 22, 2026, Lombardy - alongside Veneto and Trentino Alto Adige - is embracing collaboration as a strategic model. Starting with “Garda Unico” a project designed to develop a unique and comprehensive experience around Italy's largest lake, which is one of the most sought-after destinations in northern Italy.
Improving public and private transport services on the lake
“Tourists who visit Lake Garda do not distinguish between the borders of Lombardy, Veneto and Trentino, - says Barbara Mezzali, regional councillor for tourism, fashion, territorial marketing and major events. - To avoid road congestion, we are working together to improve public and private transport services on the lake, adapting the frequency of the boats to the seasons and to demand.”
Harnessing Lombardy’s waterways
The presence of lakes, the river Po and an efficient network of waterways is leading Lombardy to progressively shift what is now road transport to water. Not just with a nod to sustainability, but also as an opportunity to enjoy unique experiences. This is already happening along the Ticino river that links villages suspended in time a few kilometres from Milan and Malpensa airport, and also in the town of Mantua where boats from Venice arrive with 200 or 300 passengers who then continue their tour on bicycles.
International markets are key to Lombardy
For the region the international market represents 70% to 85% depending on the province, and now around Milan, a consolidated brand and centre stage for fashion shows and major events, it intends highlighting the best of eleven highly appealing provinces. These are all very different areas with a series of “Trails of Faith” that are accessible on foot or by bicycle that touch on over 60 churches and sacred places, some of which are linked to UNESCO sites. Tourism, together with design, fashion and the cosmetics industry represents 16% of Lombardy's GDP, and is also one of the cornerstones of the Lombardy Style, a project that aims to promote the excellences of the territory. “On a national level Lombardy holds 30% of the design sector, 54% of the fashion sector and 65% of the cosmetics sector which is equal to 2% of the global total, “ explains Mezzali. 
Visitors want experiences
“Tourists who visit us spend 20% on accommodation, and the rest on purchases, services and events. This type of tourism creates a consolidated transversal economy, and we know that foreign guests’ first spend is not on fashion, but on food. Either as a delicacy to take home or to give as a gift, something that can't be bought elsewhere. Nowadays they are not asking to go to Via Montenapoleone, but for a boat to go fishing for some bass and then a cook to prepare it for them…”
