Master Meeting - - L’ALTRA MILANO - An­drea Ja­ra­ch,

utt el mond a l’è paes, a s’emm d’ac­cord, ma Mi­lan l’è on gran Mi­lan”. In other words, “we can agree the world is the sa­me whe­re­ver you go, but Mi­lan is great”. This la­st two ver­ses of Gio­van­ni D’An­zi’s mo­st fa­mous song, “O mia be­la Ma­du­ni­na”, whi­ch al­so is the mo­st kno­wn and lo­ved song about the ci­ty, sound li­ke pro­phe­tic words. Espe­cial­ly no­wa­days, in 2016, al­mo­st a cen­tu­ry away from the pu­bli­shing of the song (1934), the “great Mi­lan” is even big­ger in the eyes of an in­crea­sing num­ber of tou­rists, mo­stly in­ter­na­tio­nal ones, who choo­se to vi­sit it eve­ry week.

The even­ts: the great at­trac­tors

In the heat of the suc­cess of Ex­po 2015 ope­ning, fi­nal­ly, the doors to the tou­rists from all over the world (la­st year the ci­ty was in­di­ca­ted as “the pla­ce to be” from the ma­jo­ri­ty of the ex­perts of in­ter­na­tio­nal tra­vels), even in 2016 the ci­ty is ve­ry lo­ved and cho­sen. The­re are a lot of at­trac­ti­ve even­ts: la­st April the ci­ty was “in­va­ded” by in­te­rior de­si­gn fans and beyond, who ca­me to see “Sa­lo­ne del Mo­bi­le” and “Fuo­ri­sa­lo­ne”, fur­ther­mo­re, the XXI Trien­na­le del De­si­gn has been back in the ci­ty af­ter twen­ty years of ab­sen­ce. At lea­st, may Mi­lan be­co­me a con­stant “pla­ce to be”? A lot of si­gnals in­di­ca­te the touristic re­di­sco­ve­ry of the ci­ty of the Duo­mo can la­st for a long ti­me, star­ting wi­th the re­sul­ts re­vea­led from a stu­dy by Whe­re Mi­lan, mon­thly gui­de of the ci­ty for in­ter­na­tio­nal vi­si­tors, to­ge­ther wi­th the cultural so­cie­ty Mi­la­no Lo­ves You and the Os­ser­va­to­rio me­tro­po­li­ta­no. Pu­bli­shed at the end of la­st year, this stu­dy sta­tes: “Tourism: 5 fo­rei­gners over 10 are sa­ti­sfied by Mi­lan, the cul­tu­re co­mes fir­st”. The year of Ex­po ga­ve Mi­lan a no­vel­ty: the tran­sfor­ma­tion of the frui­tion and the per­cep­tion of Mi­lan, espe­cial­ly by fo­rei­gn tou­rists, from bu­si­ness to cultural de­sti­na­tion.

Bu­si­ness + cul­tu­re are the win­ning cou­ple

Even if, peo­ple who works in tourism in­du­stry, espe­cial­ly, in lu­xu­ry ho­tels and in­ter­na­tio­nal even­ts, has al­ways “pu­shed” to turn Mi­lan from a pu­re­ly bu­si­ness de­sti­na­tion to a mo­re “bleisure” one, whe­re bu­si­ness and cul­tu­re can be­co­me a win­ning cou­ple, to­day we can fi­nal­ly see a new Mi­lan whe­re stay­ing in the ci­ty means ex­pe­rien­cing an ho­li­day that is a per­fect mix­tu­re of art, cul­tu­re, de­si­gn, fa­shion, tech­no­lo­gy, and, of cour­se, shop­ping. As the re­sul­ts of the stu­dy of Whe­re Mi­lan sho­ws the Mi­la­ne­se mu­seums en­tran­ces are in­crea­sed of 54%, in­clu­ding the Mu­seo del Duo­mo that coun­ted an in­crea­se of +382% of en­tran­ces, but the se­cond mo­st ap­pre­cia­ted ac­ti­vi­ty of tou­rists in Mi­lan is shop­ping, cho­sen by 86.1% of them.

2015, the year of the turn

The new streng­th of Mi­lan is the joi­ning of (re­di­sco­ve­red) cul­tu­re, en­ter­tain­ment and bu­si­ness. «2015 was the year of the turn»,

pre­si­dent of the cultural as­so­cia­tion Mi­la­no Lo­ves You and pu­bli­sher of Whe­re Mi­lan, ex­plains « all of sud­den eve­ry lea­ding cha­rac­ter of hospitality of the ci­ty star­ted wor­king to­ge­ther for on­ly one goal: do­na­ting us a beau­ti­ful ci­ty to li­ve and a com­ple­te­ly new in­ter­na­tio­nal ima­ge. This suc­cess is gi­ven mo­stly by the in­for­ma­tion sector that ma­kes mo­ving to­ge­ther the four ele­men­ts of the stay­ing: slee­ping, ea­ting, mo­ving, ha­ving fun. Thus our goal for 2016 is to so­li­di­fy the

Il Mu­seo del­la Scienza e del­la Tec­ni­ca ha da po­co pre­sen­ta­to il re­stau­ro del­le Ca­val­le­riz­ze, an­ti­che scu­de­rie tra­sfor­ma­te in una mo­der­na lo­ca­rion per even­ti.

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