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.
