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Tourism and attractiveness: directions for Milan from a competitive European set

Head: Manuela De Carlo

Year 2017

The research - commissioned by the EBT and the Milan Hoteliers' Association - provides a comparative analysis of Milan with four competing European city destinations - Barcelona, Frankfurt, Lyon and Manchester.

In recent years, the four cities have pursued ambitious goals of repositioning and have been able to leverage tourism as a driving force for urban development and a way to increase the international attractiveness of the city.

The project aims to
  • investigate the reasons why the urban destinations analyzed today have an advantage over Milan in terms of attractiveness of tourist flows and management of seasonality;
  • document the value of tourism as a driver of international attractiveness and the ability to attract resources;
  • identify significant best practices in terms of governance, destination marketing and integration of tourism management with urban development policies;
  • identify priority areas for action to implement these good practices in the Milanese context.