Milano Tourism: Positive and Negative Impacts and Future Strategies

Road Map to
Destination
Success

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Overview of the destination....................................................................................................1
Details of tourist numbers and type of Tourists who are attracted........................................1
Key Tourism Product themes in Milano................................................................................2
Accessibility and supporting products....................................................................................3
Destination Image...................................................................................................................3
DMO responsible for tourism in your destination..................................................................4
Positive impacts of tourism in your destination.....................................................................4
Negative impacts of tourism in your destination....................................................................5
Two future actions or strategies in order to improve Milano tourism....................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
MAIN BODY
Overview of the destination
International Tourism involves crossing national boundaries in order to travel for the business,
pleasure, adventure and other purposes. In this report the country chosen for destination auditing is
Milano. Milano is the economic heart of Italy. The various headquarters in the financial industry are
based in Milano. The city is also famous for its thriving fashion. The main famous artworks of the world’s
which involves Da Vinci’s famous painting last supper is displayed in Milan. It is the capital of the region
of Lombardy in northern Italy. Milan is considered as the second largest city in terms of population in
Italy after Rome. It is one of the leading financial centre and is most prosperous city in commercial and
manufacturing industy. The city is considered as one of the leading alpha global city with different fields
such as entertainment, art, design, education, commerce, healthcare, research, tourism, services, media.
The city is the wealthiest in Italy and is third largest economy after Madrid and paris. The city was one of
the largest European cities. The city majorly lost its cultural and political importance in the early modern
period. The city now has retained its status as a political and economic centre.
Details of tourist numbers and type of Tourists who are attracted
The Milano tourists arrival is increasing in number day by day. As per the report of 2019, there is
an overall 10,861,017 around tourists that visited the city of Milan in Italy. The data involved depicted
that most of the travellers who visits the city are male approximately 6.2 million tourists. In context to
Milano, the main type of tourists who gets attracted by the city involves people who are high interested
about history, fashion, cuisine, rich culture, art, mountains, ancient monuments, coastline and beaches.
The main tourists who visits the country are the one who have deep interest in the World Heritage Sites as
Milano is very popular when it comes to heritage, culture and history. The city has various monuments
such as Duomo di Milano, Teatro alla Scala, Palazzo Brera and various famous tourist attractions. The
city also has visitors who have great interest in fashion and brand(S Tavakoli and Wijesinghe,
2019).The Milan is one of the most fashionable cities in Italy and is home to some of the country’s
popular fashion brands.
The city is known for its art, culture, rich history through various grand landmarks. It involves
majestic Dunmo and grand collection of the basilicas. The city has 56% of international visitors from
1