Milan insists on staying a top business tourism destination

Authorities reshuffle and launch YesMilano brand

Milan is famous as the capital of fashion and design, but it is perhaps less known that the main economic hub of Italy is also an important centre for international meetings and events. It is this latter aspect that the local tourism authorities have decided to focus on and promote as a strategy that would boost the city back in the global spotlight in the wake of the COVID-19 pandemic.

It has been decided that for that purpose a new body will be created, under the name Eventing Convention Bureau of Milan, that will direct that strategy and promote the new image of the city under the YesMilano brand.

MICE is a term in business events organizations meaning – Meetings, Incentives, Conferences, Exhibitions

The Convention Bureau will have the task to also approach all interested parties and stakeholders who want to organize any kind of formal event, such as conferences, corporate meetings, conventions, team buildings, etc.

Expecting a drastic fall in expected visitors to the city in the coming two years, due to the volatility in the travel and tourism field, the local authorities would like to maintain the prestigious image of Milano and emphasize its offer of sustainable and integrated top-notch services. Attracting companies and officials to organize their events on the municipal territory implies attracting business with a higher-spending capacity.

The capital of Lombardy already has an extensive experience in organizing high-level international events, such as a Champions League Final, ATP tournaments and the World Congress of Dermatology. It was estimated that these events resulted in international visitors spending 346 euros per day on average.

Furthermore, the city is set to host some big events in the near future. Among them - the 2026 Winter Olympics (together with Cortina d’Ampezzo), the European Association of Urology Congress in July 2021 and the ESMO Congress in 2022. That means that Milan needs to be prepared to deliver a consistent offering and to continue serving as the gateway to the most attractive aspects of the Italian lifestyle.

The goal is to make Milan rank among the top ten best cities worldwide in terms of international events organization ability and appeal by 2023.