Milan is undergoing a ‘revolution’ of neighbourhood shops as experiential tourism grows, driven by the rediscovery of local shops as genuine cultural hubs and tourist attractions. 

39% of travellers seek out local shops

Ipsos Doxa data for American Express and Confcommercio Milano shows that 39% of travellers seek out local shops to experience the authenticity of an area; a trend strongly driven by young people, with 46% aged between 18 and 34 having increased their local shopping. The real turning point for industry operators lies in creating alternative, fluid and barrier-free urban itineraries that can capture modern tourist flows. A prime example is the new bilingual digital guide ‘Milanese Itineraries: 30 Businesses that are reshaping the City," curated by NSS Edicola. This tool maps independent hybrid spaces that blend shopping, food and events, transforming a visit into a walking or cycling exploration of the city’s lesser-known side. 

"Places of social interaction, safety and identity"

Today, the challenge is to integrate these micro-communities into travel packages. As Marco Barbieri, general secretary of Confcommercio Milano, points out: “Local businesses are places of social interaction, safety and identity. Their strength lies in their ability to preserve history and innovate. Technology, digital solutions and multi-channel approaches boost the bond with the local area.” 

Seeking a piece of history

It is no longer just about offering a product, but about letting visitors experience the local way of life. The success of historic, century-old businesses that have gone viral on TikTok shows that today’s tourists are seeking ‘a piece of history.’ With the support of institutions - such as the City of Milan’s funding schemes offering up to €five million for digitalization and generational renewal - local itineraries are establishing themselves as the new frontier in tourism and hospitality planning.

The Salerno Chamber of Commerce is promoting Salerno and the Cilento region through a new strategic plan for tourism centered on "The Mediterranean Essence."

Focusing on Generation Y and high-spending travellers

With the aim of conquering new markets and bringing together Salerno, Paestum, the Piana del Sele, the Cilento and the Vallo di Diano under a single umbrella, the plan promotes experience-based products such as culture, relaxation and food and wine, and offers not just a region but a destination-product. Leading the scientific coordination of the project is FTourism & Marketing, headed by Joseph Ejarque, the expert behind Turin’s tourism transformation and major Olympic projects, who is set to focus on high-potential target groups such as Generation Y and high-spending travellers.

Four macro destinations have been identified

With a coordinated network of businesses, accommodation providers and tourist guides united under the banner of “Visit Salerno & Cilento," some 500 operators have been invited to participate and four macro-destinations have been identified: the integrated itinerary connecting the vibrant city of Salerno, the outstanding food and wine of the Piana del Sele, the outdoor activities of the Cilento and the cultural treasures of the Vallo di Diano. The launch of the official portal visitsalernoandcilento.com will provide a dynamic showcase where travellers and tour operators can connect with local providers of experiences.

The appeal comes from sea, nature, culture, food and wine 

The central theme is “The Mediterranean Essence,” a brand identity that focuses on the authentic lifestyle, archaeology and the UNESCO heritage of the Mediterranean Diet. It capitalizes on the momentum of the Amalfi Coast and the temples of Paestum to shed light on the enormous, as yet untapped potential of the Salerno hinterland. "With the 'Visit Salerno & Cilento: Mediterranean Essence' project our strategic objective is to synergistically promote the four main pillars of this extraordinary region: the sea, nature, culture and food and wine,- said Ejarque. -We will shortly launch the destination portal www.visitsalernoandcilento.com to enable visitors to plan their stay as effectively as possible and make direct contact with local operators. We have also planned a programme of training activities for local operators which will boost local skills and further raise the overall quality of what we have to offer visitors."

The role of Salerno Costa d’Amalfi and Cilento Airport 

The three main areas are institutional promotion, airport development and the evolution of what is on offer locally. The development of airport connections will focus on specific key markets like the United Kingdom, Germany, France and Spain, as well as the domestic market. The long-standing challenge of seasonal adjustment remains to be overcome with specific training courses organized for local operators, the ultimate aim being to prepare the region for year-round hospitality A decisive boost comes from the launch of scheduled flights at Salerno Airport. The close commercial partnership with Aeroitalia, linking Salerno Costa d’Amalfi and Cilento Airport to key markets such as Milan, Turin, Genoa and Trieste, as well as seasonal international routes to the Greek islands and the Balearic Islands (including Mykonos, Santorini, Palma and Ibiza), meeting the need to provide a permanent link between the area and European tourist flows.

Having reopened the Milan-Miami route, American Airlines is setting the stage for a record-breaking summer 2026 at Milan Malpensa Airport. 

Boeing 787-7 aircraft configured in three classes  

This is not merely a resumption of service after a six-year stoppage, but a consolidation that brings the number of daily direct connections from the US to three (New York JFK, Philadelphia and now Miami), positioning Malpensa as the leading gateway for Southern Europe. The flight is operated by a Boeing 787-8, configured with business, premium economy and economy cabins and marks the global debut of the partnership with Lavazza. Italian coffee becomes the premium standard on board and in the lounges.  

"A demand...both for business and tourism"

“The return of the direct flight between Miami and  Milan Malpensa is an important step in strengthening our network in Italy,- says José A. Freig, vice president international operations confirming the central importance of the Italian airport. -The route meets a strong and growing demand for connectivity between two international economic hubs, both to Northern Italy from the US and the Caribbean, and in the opposite direction, both for business and tourism.”

A strategic bridge between Florida and Lombardy

Aldo Schmid, head of aviation business development at SEA Aeroporti di Milano, highlights the enormous commercial potential: “The figures indicate 140,000 passengers (taking into account the catchment area), with a projected growth of 30–40% thanks to the direct flight, contributing substantially to the growth of our airport’s long-haul network." “This is not just an air link; it is a strategic bridge between two of the most dynamic economic areas on the Atlantic. Florida is the world’s fifteenth-largest economy, and the US market is worth a record €14.5 billion in exports for Lombardy. The direct flight is particularly crucial for business travel, with a focus on sectors such as design, boating and the automotive industry,” said Raffaele Cattaneo, undersecretary for international relations of the Lombardy Region

The Duo Milan Porta Nuova, a Tribute Portfolio Hotel makes its debut in the Lombard capital and has a vocation for bleisure.

A bleisure hotel in the heart of the city

The Marriott International soft brand has renamed the former Four Points Milan Center by Sheraton, following a restyling operation believed to have cost €10 million. The Duo Milan  Porta Nuova is located in the heart of the city, between Porta Nuova and the Central Station.

“Out of 550 hotels in Milan, we are in sixth place on TripAdvisor”

“The rebranding operation is a leap in quality and is a unique product that differentiates us from our competitors – says general manager, Fabio Leoni. - There are around 500 hotels in Milan, mostly business properties, but many guests who come to the city also travel for pleasure. At Tribute we are therefore putting the emphasis on bleisure. Today, out of 550 hotels in Milan, the Duo Milan Porta Nuova is in sixth place on TripAdvisor - adds Leoni. - We aim for a clientele that is 60% Italian and 40% foreign, mainly American and Asian."

A Peruvian restaurant with city views

The new Duo Milan Porta Nuova bleisure hotel has 239 rooms, eleven suites and five meeting rooms with a maximum capacity of 50, as well as a lobby with coworking spaces. There is also the Duo Bistrot restaurant and a Duo Cafè. But the real spearhead of the Duo Milan Porta Nuova will be the lounge bar and the Peruvian restaurant Alegrìa, both located on the twelfth floor and with spectacular views over the city.