Milano Tourism: Destination Audit, Impacts, and Improvement Strategies

This report provides a comprehensive destination audit of Milano, Italy, examining various aspects of its tourism industry. It begins with an overview of Milano, highlighting its economic significance, fashion influence, and cultural landmarks. The report analyzes tourist demographics, noting the increasing number of visitors interested in history, fashion, and culture. Key tourism product themes are identified, including cultural and entertainment opportunities, cuisine, and shopping. Accessibility and supporting products, such as fashion items and home decor, are also discussed. The destination image of Milano is assessed, emphasizing its popularity and the satisfaction levels of tourists. The role of the Destination Marketing Organization (DMO) in promoting tourism is outlined, along with positive impacts such as economic contributions and job creation, and negative impacts like environmental concerns and social changes. The report concludes by proposing future actions and strategies to improve Milano's tourism industry, focusing on sustainability and community engagement. Desklib offers this and many other solved assignments for students.

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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
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countries such as Europe, 44% of other Italian cities and rest are from other parts of the world. The most
important factor that attracts people to Milan is its rich culture and fashion industry. The country is very
popular when it comes to attracting people who have great interest in rich culture, heritage and fashion.
Various people visit from different parts of the world to attend international fashion events in Milano.
People also visit the city as its provides amazing shopping experience and is one of the most fashionable
cities and has various top fashion brands. The best spot in the city is the world’s oldest shopping mall
called the Galleria Vittorio Emanuele II. The city is although very safe for tourists but people need to be
sometimes aware as some areas involves pickpockets and bag-snatchers (Melly and Hanrahan, 2020).
Key Tourism Product themes in Milano
As per the UNWTO, the tourism product basically can be defined as a combination of intangible
and tangible elements which involves attractions, natural, cultural, facilities, activities, man-made
resources around specific centre of interest that basically represents the core of the destination marketing
mix and attracts tourists across the world. The city is one of the most visited tourists destinations in the
European union. The city has most of its visitors from the United States which are basically involved in
the Japanese and Chinese tourists which are mainly indulged in leisure segment. The main popular
attractions involves the City’s Duomo and Piazza, Pinacoteca di Brera, Teatro alla Scala etc. The city is
one of the most overlooked Italian destinations and is the most desirable city for travellers. The tourists
appreciate the city for various reasons such as cultural and entertainment opportunities that involves
music, art, nightlife, cuisine and shopping( Xu and Reed, 2017).
The city has various renowned cafes and restaurants which are more refined and upper class
restaurants which are in the historic centre which involves Navigli and Brera districts. The city has
various renowned cafes and restaurants and are highly enjoyed by the tourists. The tourism products of
Milano basically involves services, bundle of activities, benefits which basically constitutes the entire
tourism experience. The five basic components involves price, images, accessibility, destination
attractions and destination facilities. The city is also famous for its local production which involves Red
aperitif, Risotto rice, sweet flavoursome soft cheese, traditional Milanese salami, triple cream cheese
which is used to make tiramisu, creamy blue-veined cheese, old Italian semi0hard cheese etc. The city has
various visitors for business purpose as its service sector has benefited from efficiency of city’s banks and
stock market. The city has various fashion brands and revolves around the services of fashion industry
and is also the world centre of design at whole.
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Accessibility and supporting products
It involves the extent to which the product is highly usable by the people which has widest range
of capabilities whereas where as compatibility involves the extent to which the product works together
with other current technical standards, guidelines, laws, devices and conforms. The supporting products
are the extra products which are offered in order to add value to the core product and which helps in
differentiating from the competition. The city is rich in its culture and heritage and offers a variety of art
and monuments based paintings and involves a lot of home decor items. The city is already popular for
its fashion industry and provides amazing fashion products which are highly appreciated by fashion
enthusiasts. The city is also popular for beauty and cosmetics brands. There are various supporting
products which are offered by the city which involves clothes, shoes and accessories, computers, tablets,
networking, home and garden, vehicle parts and accessories all these products are widely offered in the
city of Milano and is also purchased by online buyers from across the various parts of the world. The city
has various accessibility and supporting products that are highly appreciated by the travellers and tourists
as it provides a certain value (Tomohara, 2017 ).
Destination Image
It is one of the most popular research topics when it comes to tourism academic literature. The
destination image basically involves influencing the tourists travel related decisions and their behaviour
towards a destination which involves recollection of experience and satisfaction levels. The city attracts
countless tourist and is listed among the top destinations in the international arrivals. The number of
tourists visiting the city has increased by 18% and is one of the favourite destinations for tourists across
the world. The destination image was developed in the data analysis basis and various Chinese tourists are
choosing Milano as the tourists destination.
The city being the most fashionable city involves the country’s major fashion and beauty and is
highly appreciated by the tourists because of its rich heritage, culture, history and great landmarks
including the famous majestic Duomo and grand collection of basilicas. The city’s destination image is up
to the mark as it is considered as one of the top favourite destinations to visit and also the city’s heritage,
monuments , culture, art and shopping experience is highly appreciated by the travellers and it also
contributes towards satisfaction levels and recollection of experience. Overall the city is highly
appreciated by its tourists and travellers and has a strong destination image( Soliman, 2021).
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DMO responsible for tourism in your destination
A DMO stands for Destination Marketing Organization which is basically not for profit
organisation and basically represents a specific destination. In context to Milano, the main purpose of the
city’s DMO is to create a master marketing strategy and management plan for the Milano city. The DMO
of Milano performs functions in order to facilitate the realization of tourism and being destination
developers. The DMO is also responsible for promotion of the location and attractive travel places of
Milano and are basically the authority and boards of tourism. The Milano tourism is highly responsible in
order to engage the local communities and to ensure proper tourism development( Hu and Song, 2020).
Positive impacts of tourism in your destination
Tourism plays an important part in the economy of any country and so for the economy of Italy.
As tourism helps in bringing trade and money which results in more and more job opportunities in various
sectors which involves care rental agencies, restaurants, hotels, service stations, transport, sports, travel
agencies, souvenir shops and much more. In context to Milano, there are various positive impact which
involves different cultures, inclusion through LGBTQ+ travel, investments in culture and art, increasing
amenities, celebration of Indigenous peoples, community pride and increasing tolerance (McKercher,
2020). The main positive impact of tourism in Milano is that it contributes to the Italian economy through
various indirect effects and directly employed more around 2.0 million people in the year 2018.
The tourism in Milano has resulted in various job opportunities and a higher quality life for the
local people and also helps in increasing the wealth. In addition to that tourism helps in restoring and
rebuilding the historic sites and encouraging the revitalization of cultures. In addition to that Milano
tourism has the potential to create beneficial effects on environment through environmental conservation
and protection. It also helps to raise awareness through values of environment and also serves as a tool in
order to protect natural areas and increase importance in economics. Moreover, tourism offers various
benefits to the society as well as the individuals as it opens the gates for the outside world in order to
explore about culture and history of another country.
It helps in increasing the knowledge of people and allow people to experience, learn, see tourism
beyond the world they actually live in. It also enriches their knowledge regarding customs, traditions and
people of other places. The tourism helps in improving the wealth of Milano people and also had a
positive impact on city’s environment in order to improve the quality of life. Tourism of Milano helps in
creating more money for the Italy, it also help in keeping the local traditions and customers alive as
tourists enjoy traditional shows. In addition to that the money from tourists can be used in order to protect
natural landscape.
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Negative impacts of tourism in your destination
The negative impact of tourism greatly influence the environment of a country or city. It majorly
involves traffic jams and overcrowding plus it also increases the price of the local shops such as tourists
because they are more wealthy as compare to the local residents. In context to Milano, some of the
negative impact the tourism had on its environment involves increase in energy and water consumption,
destruction of the fauna and flora, increase in noise, water and air pollution, disruption of wildlife
behaviour, increase in solid waste, breeding patterns. The tourism also creates a lot of environmental
problems which involves road and air travels, spoliation of the wonderful Italian countryside, increasing
traffic.
The negative social impacts of tourism involves changing values, social change, changes in family
structure and roles, changes in moral behaviour, increasing gambling and crime with problems such as
tourist host relationship and destruction of heritage. The tourism of Milano can adversely affect the entire
Italy region as all these factors will not only affect the city but also its respective country. One of the main
significant negative economic impact involves decline in the traditional employment which involves
workers moving from industries like fishing, farming and mining into service jobs in the tourism industry
and the major negative impact of tourism is over-dependency (Weaver and Lawton, 2017 ).
Also the prominent negative effects of tourism involves environmental degradation, exploitation of
cultural resources and considerable socio-cultural related impacts. Due to tourism , the intrusion of
outsiders in Milano might disturb the local culture and create unrest among the people. The local people
might get influence through the lifestyles of tourists through demonstration effects which could result in
loss of native traditions and customs. The tourism can even infringe on human rights due to local being
displaced from their lands in order to make ways for barred from beaches and new hotels. In context to
Milano, the tourism can negatively affect the monuments , culture, art and heritage of the country and can
result in loosing its elegance and grace with influence of travellers on the local residents leading to
destruction of the culture and customs of Italy.
Two future actions or strategies in order to improve Milano tourism
Due to corona virus pandemic, various countries including Milano was also affected and its
international tourism decreased by a huge number in 2020. The Italy government has take various actions
in order to re activate and restore the sector through protecting businesses and jobs. The country is now
developing various measures in order to build a more resilient tourism economy after pandemic. It
involves various plans in order to support the sustainable recovery of tourism and promoting various
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digital transition and moving to a green tourism system and rethinking tourism for future. In order to
improve tourism in Milano, there are various strategies that need to be taken which involves strengthening
co-operation between the countries, building sustainable and resilient tourism, providing clear
information to the businesses and travellers and limiting uncertainty and promoting domestic tourism and
supporting safe return of international tourism (Zhang and Smith, 2019).
There are various flexible policy solutions which are required in order to enable the tourism
economy to live alongside the pandemic and for improving tourism it is important to look beyond this in
order to take steps to learn from the crisis. The Italy government need to consider longer –term
implications of crisis through supporting the low carbon transition, capitalising on digitalisation,
promoting structural transformation in order to build a strong , resilient and more sustainable economy.
As tourism is considered as one of the important sectors which are hardly affected by the covid crisis,
various measures are introduced by the Italy government in order to deal with the virus keeping in mind
the safety of travellers and tourists visiting Milano. The news of vaccines has created a hope for the
tourism businesses and travellers. Though the tourism generates foreign exchange, drives regional
development, supports jobs and businesses and underpins local communities. The Italy government need
to build and develop various safety measures for travellers and tourists which involves proper covid
testing at airports, negative report of people who are travelling to the country (Cronjé and du Plessis,
2020).
CONCLUSION
From the above report, it can be concluded that Milano is a great travel destination for the
people to visit from various parts of the world. The country is rich in culture, art, heritage and
fashionable clothing. The country tourists number is increasing day by day leading to more and
more employment opportunities. The country’s DMO is responsible for maintaining the tourists
sector and involves various positive and negative impacts in Milano. Also in order to deal with
the covid pandemic situation, various strategies and actions are taken to ensure safety of
travellers. The city’s fashion brands attracts shopaholics and are highly influenced by travellers.
The city is also enriched with tasty recipes and cuisines and are greatly appreciated by the
tourists. All over the city’s is one of the favourite destinations for people across the world and is
considered to be in top five when it comes to destinations.
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REFERENCES
Books and Journals
Cronjé, D. F. and du Plessis, E., 2020. A review on tourism destination competitiveness. Journal
of Hospitality and Tourism Management, 45. pp.256-265.
Hu, M. and Song, H., 2020. Data source combination for tourism demand forecasting. Tourism
Economics, 26(7). pp.1248-1265.
McKercher, B., 2020. Cultural tourism market: a perspective paper. Tourism Review.
Melly, D. and Hanrahan, J., 2020. Tourism biosecurity risk management and planning: An
international comparative analysis and implications for Ireland. Tourism Review.
Pickel-Chevalier, S. ed., 2018. Tourism in Bali and the challenge of sustainable development.
Cambridge Scholars Publishing.
Soliman, M., 2021. Extending the theory of planned behavior to predict tourism destination
revisit intention. International Journal of Hospitality & Tourism Administration, 22(5).
pp.524-549.
Tavakoli, R. and Wijesinghe, S. N., 2019. The evolution of the web and netnography in tourism:
A systematic review. Tourism Management Perspectives, 29. pp.48-55.
Tomohara, A., 2017. Relationships between international tourism and modes of foreign market
access. International Economics, 152. pp.21-25.
Weaver, D. B. and Lawton, L. J., 2017. The cruise shorescape as contested tourism space:
Evidence from the warm-water pleasure periphery. Tourism Management
Perspectives, 24. pp.117-125.
Xu, X. and Reed, M., 2017. Perceived pollution and inbound tourism in China. Tourism
Management Perspectives, 21. pp.109-112.
Zhang, R. and Smith, L., 2019. Bonding and dissonance: Rethinking the interrelations among
stakeholders in heritage tourism. Tourism Management, 74. pp.212-223.
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