Tourism Drives Milan: IULM and Confcommercio Join Forces for Education

Milan continues to establish itself as a top tourist destination, with a 21.5% increase in visits compared to 2019 and a 6.9% rise in just one year. The sector increasingly demands highly skilled professionals, with an estimated 3,900 new jobs in tourism-related activities expected by March 2025. To meet this need, IULM University and Confcommercio Milano, Lodi, Monza, and Brianza have signed a collaboration agreement to enhance training in the sector.

The agreement, signed by IULM Rector Valentina Garavaglia and Confcommercio Secretary General Marco Barbieri, was presented at the event "The Talent of Tourism: An Alliance Between Universities and Business," which featured a roundtable discussion on career guidance and skills with industry experts.

The Economic Impact of Tourism
Major events such as Fashion Week, Salone del Mobile, and Taylor Swift’s concerts have generated significant economic impact: €283 million for Fashion Week, €261 million for Salone del Mobile, and €176.6 million for the American artist’s concerts. Milan’s tourism sector includes over 20,500 businesses and more than 132,000 employees, marking a 2% increase in 2024 compared to the previous year.

Training and Future Prospects
The collaboration between IULM and Confcommercio aims to create synergies between universities and businesses to train highly qualified professionals.

"The tourism sector is crucial for the region's growth and the evolution of Italian entrepreneurship. We firmly believe that collaborating with Confcommercio, which represents a network of hundreds of sector-related businesses, will significantly contribute to enhancing the professional skills of those working in this field. This partnership further confirms IULM’s mission to foster connections, consider, and evaluate every contribution to train professionals capable of meeting the challenges of an ever-evolving industry," stated IULM Rector, Professor Valentina Garavaglia.

"Furthermore, designing our training programs with the concrete input of stakeholders, as in the case of Confcommercio, which brings together diverse voices and experiences," Garavaglia continued, "ensures that our work does not only respond to the needs of a single player but provides real added value to the entire business and local community. We hope this partnership will offer scholarships that will enable professionals and students to access high-quality education in our Bachelor's, Master's, and Postgraduate programs."

Confcommercio Secretary General Marco Barbieri emphasized that, "Tourism and culture are fundamental drivers of a region's attractiveness. This combination has confirmed Milan as the ‘capital of appeal.’ From leisure tourism to business tourism, from major trade fairs to international congresses, 2024 attendance numbers have exceeded those of 2023 and 2019, and 2025 has already started with promising growth figures. The Salone del Mobile, Design Week, Fashion Weeks, and the Monza Grand Prix have brought millions of tourists, visitors, and professionals to the entire region, creating a positive reverberation on several Lombardy provinces. Likewise, major summer concerts at San Siro, the Ippodromo, and Fiera Milano have attracted fans from all over Italy and abroad. The Milan Cortina 2026 Olympics represent yet another opportunity that the region must seize to build a high-quality cultural tourism offering, laying the foundation for a lasting legacy. The hospitality industry is evolving rapidly, and it is essential to have increasingly specialized and skilled professionals capable of meeting the demands of a discerning and multichannel audience. This is why the relationship between universities and businesses is strategic in providing excellent services that enhance our region’s attractiveness."

Data compiled by the Centro Studi Confcommercio Milano, Lodi, Monza and Brianza