Incoming, surprised Milan: it is the first Italian tourist destination and the fourteenth in the world

Perhaps it was the positive effect of Expo, or the ability of the city to renew itself and to change face, the fact is that Milan in 2016 is the first Italian tourist destination with 7.6 million presences. Not only: the metropolis of the Duomo and the Madonnina is the sixth destination on a European level and the fourteenth most visited city on a worldwide level. 

With a turnover of 4.1 billion Euros in 2016, international tourism makes Milan its choice of leisure, art, culture, shopping destination and not only for business. The data of this excellent performance, reports Ansa agency, is the result of a re-elaboration by the Osservatorio Metropolitano of Milan on MasterCard and Milan Local Council information. The numbers have been illustrated in occasion of the press conference organised by Where Italia per la Cultura, a programme of events and initiatives that evaluate the Italian Cultural Heritage, together with the Cultural Association Milano Loves You, to celebrate Milan as the first Italian tourist destination. As far as provenance is concerned, the main incoming markets are France, United States and China. 

Foreign visitors choose Milan as an art and culture city and stay preferably in high end hotels. That coming from abroad is a strongly growing flow (+1.8% compared to last year) and one of high profile. 70% of visitors in cities prefers in fact for their stay 4 and 5 star hotels, placing Milan on the third place of the podium for cities in which foreigners love to spend. 

This success is related to various factors, as Andrea Jarach, Councillor for Tourism for the Osservatorio metropolitano and Chairman of the Associazione Loves You and Where Italia, said, above all “the result of a virtuous circle that has given synergy to public, private institutions and information for an authentic Milanese touristic renaissance.” And among the virtuous examples there is the opening of the Galleria Vittorio Emanuele by the Alessandro Rosso Group.



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