Milan’s Returning Events
Leisure tourism has been making great strides in Milan in recent years. What had predominantly been a business city, has been transforming itself in the last fifteen years or so in a captivating destination much valued for its shopping opportunities, art treasures, good restaurants and generally fashionable vibe, due to the elegance and flair the city communicates to visitors. Of course, business tourism, the traditional staple of Milano’s market, has not lost a step, while other major tourist segments such as events-related and MICE travel have grown.
The MICE segment in particular has profited from the development of MiCo Milano Congressi, a world-class congress organizer with a venue that can seat up to 21.000 people (the largest in Europe) and has boosted the city’s attractiveness for major international congresses and events. The city’s brand new promotion agency, Milano & Partners, has now created a city Convention Bureau that provides well-tested expertise in the field, offering consultancy, information, hotels, venues and services to anyone interested in holding a MICE event in Milan. https://www.conventionbureaumilano.com/it
Milan’s position as the gateway to Italy, with three international airports and fast rail connections to the whole country and to Europe, has certainly helped in this regard. It is quite easy to reach Milan for a congress or convention and, once here, delegates can make the most of what the city has to offer in their spare time. Other destinations in Italy can be reached conveniently, both in the surrounding area and further, if you wish to prolong your trip for leisure. The city was really profiting from these circumstances, and hosting an increasing number of large international events when the pandemic struck, making any gathering of people, for whatever reason, a health hazard.
Suddenly, the heyday of Milan’s MICE triumphs, with events such as the ERS (European Respiratory Society) Congress in 2017, or the Lions’ Clubs World Convention in 2019 – to name just two of the most recent and significant - seemed a distant memory, as did crowded hotels, restaurants, museums and attractions. Many events were postponed or cancelled because of the uncertainty due to Covid-19.
As Milan and the whole country are finally seeing the light at the end of the tunnel, the return of large events will be the litmus test of the city’s re-conquered normality and a new economic beginning after the lean months. At least three events of great significance are in store in the near future. While attendance probably will not be as large as originally expected, these tests will go a long way towards ushering in better times.
The very first attempt at a return to a normal state of things is the decision to host that most celebrated Milanese event, the Salone del Mobile (Furniture Show), on the unusual dates of September 5 – 10. The opportunity of staging the mega-fair (almost 400.000 visitors in 2019) in September was simply too important to pass up, in spite of reduced international travel. Stakeholders decided the city could not renounce the Salone, which stands as a symbol of what Milan can accomplish when it comes to major trade events. On its 60th anniversary, the Salone will then take place, albeit in a reduced format and partly through a digital platform - as will some of the side events that have made the Fuorisalone famous, pointing out to the world the city’s resilience and hope for the future. Due to the importance of the event, the President of the Italian Republic will attend.
Then comes a great sport event: October 6 – 10, Milan will host – with Turin - the UEFA Nations League Finals, and the final match at San Siro. The Nations League is a new football competition between national teams of equal ranking. The four winners of the top-ranked League A qualify for the finals in a knock out tournament. This time it will be Belgium, France, Spain and Italy, the host country. Milan will again host a major football event after the Champions League final in 2016. The Italian Football Federation (FIGC) and the City Administration are working on the organization and looking forward to Italy winning the competition. Hopefully a reasonable number of fans will be allowed in the stadium.
On the very day of the Final, a meeting of key international significance will start in Milan: the 2021 edition of World Routes, the most important event in the world of aviation, which will offer leading professionals the opportunity to regroup after this very difficult year and discuss strategies and opportunities, new scenarios and services innovation. Milan is particularly proud to host an event of this kind as a global meeting place when airport authorities, air carriers and aviation companies prepare for the return to competitiveness and free travel. The city will highlight its excellent airport system, its advantages as a very accessible and strategically placed location, its appeal as a tourist destination nand its new green and sustainable goals for the future. Decision makers will have a chance to consider the advantages of new flights to and from Milan, as the market opens again. It is safe to say that this World Routes Congress will be the most important in its kind for quite some time.
Finally, next year Milan will host the long-awaited 38th Annual IGLTA (International Gay & Lesbian Travel Association) Global Convention, which was originally to take place in 2020 but was postponed because of the pandemic. In the light of the words Travel, Learn, Connect, and the motto Milano Loves You LGBTQ+ tour operators, travel professionals, influencers and representatives for hotels and destinations will reach Milano, “Italy’s most LGBTQ+ welcoming city” - in the words of the Association’s CEO, John Tanzella - for their annual meeting. They will discuss issues related to this growing and trend-setting tourist segment, which accounted for a global revenue of 65M $ before Covid-19 and is a perfect target for Milan, where the LGBTQ+ community is at home and has long contributed to the development of key city assets, such as design and fashion. There is a very high potential for LGBTQ+ tourism in Milan and in the rest of Italy. The time has come for a full appreciation of this fact both at home and abroad.
With these and other events, Milan will do its utmost to reclaim its due standing as a global meeting and convention centre – and as a location for great events of different kinds. Everyone, from tourist stakeholders to ordinary residents, will welcome their return.