Institutional portal - Municipality of Milan

Milano&Partners presents the strategic plan for the city's tourist attraction in 2020

Milan, February 10 2020 – In conjunction with the fortieth Bit - International Tourism Exchange, Milano&Partners, with the Municipality of Milan and the Chamber of Commerce of Milan Monza Brianza Lodi, presented the city's promotion plan for 2020 through the YesMilano brand, which includes a investment of 3 million euros.

The objective is to strengthen the reputation in some markets, including the United States, China, England and Italy itself, to bring a greater number of tourists to Milan with particular attention to the segment of young people, city breakers and luxury enthusiasts .

The schedule of the 'weeks' will be at the center of the promotional activities of the city, which in 2019 confirmed itself as a tourist destination capable of attracting more than ten million tourists. The challenge is to enhance Milan during the twelve months of the year and accompany tourists to visit the different neighborhoods which present a set of attractions linked to culture, shopping, architecture and catering.

Milano&Partners' plan aims to increase Milan's presence on digital channels with the yesmilano.it website and the WeChat channel for the Chinese market. 

There were also numerous actions on the business front, with incoming programs for international buyers in the sector. 

The opening of the first institutional convention bureau is also expected to continue positioning Milan as a destination for conferences from all over the world. Among other things, the city is preparing to host two important tourism events: World Routes, the largest event for the world of aviation, and IGLTA, which brings the most important global travel operators attentive to LGBT consumers to the city.  

Milano&Partners, with the brand Yesmilano, has the mission of developing Milan's attractiveness in the world. In a climate of growing international competition between cities, this initiative aims to strengthen the positioning of the Lombardy capital, thanks to the collaboration between the various public and entrepreneurial souls of the area.

The data: 10,8 million visitors in Milan (2019), with an average monthly growth of +9,2% (2019-2020), an average expenditure of 389,4 euros of which 26% on food, 22 % in shopping. Last January, 811.189 arrivals were recorded, with an increase in the city of Milan alone of 16% compared to January 2019.