Milano: Mazzali, record number of foreign tourists in Lombardy, spending over 1.000 euros and will grow.

Not just fashion. Also tourism and economy. These are the topics addressed by the regional councilor for Tourism, Territorial Marketing and Fashion of the Lombardy Region, Barbara Mazzali, with sector operators and national and international buyers met during the 'Milano Fashion Week' just concluded, which he is taking stock of today.

LOMBARDIA FIRST ITALIAN REGION FOR TAX FREE SPENDING

“The average expenditure of non-EU tourists in Lombardy – notes Mazzali – is equal to 1.112 euros compared to a national average of 985 euros”.

“Our Region is confirmed as a favorite destination for 'shopping tourism', tourism aimed at purchasing, especially 'Fashion & Clothing'”, continues the councilor citing the data provided by Global Blue, an operator specialized in Tax Free Shopping, whose analyzes indicate how 78% of the spending by tourists coming from outside Europe is concentrated on fashion and clothing.

DRIVING FASHION,  “The driving force provided by the fashion sector is unquestionable”, continues Mazzali, which also mentions the numbers of the Observatory on the Economy of Tourism of the Chambers of Commerce: "Among the activities carried out by tourists during their stay in Lombardy, shopping accounts for 20,2% compared to a national figure of 16,7%”. Numbers which, if compared with those of the Observatory on Tourism and Attractiveness of the Lombardy Region, the councilor further observes, "propose very positive scenarios for the related activities linked to shopping in Lombardy, where international tourism is achieving success".

IN 2023 IN LOMBARDIA 3,6 MILLION ASIANS

Recalling that in 2023, 19 million tourist presences and 51 million overnight stays were recorded in Lombardy, with a growth of approximately 17% compared to 2019 (boom year of the sector), the regional councilor highlights that "65% of our visitors is made up of international guests, mainly attracted by our lakes and shopping cities". The driving force of international tourism is linked “the return of Asians, the first non-EU continent in terms of presences, with 3,6 million overnight stays recorded in 2023, followed by North Americans with 3 million presences. Of absolute importance - Mazzali reports again on the basis of regional calculations - is the figure of the Americans who with 2,5 million presences represent the second nation of origin".

Considering that “the impact that tourist spending generates on our economy is now a recognized growth factor, for the benefit of our communities, we work carefully on strategies to increase this impact”.

“Our new promotional campaign, the 'Lombardia Style', goes in this direction – closes Mazzali – which brings together all the regional excellences, from tourism to fashion, whose intertwining is stronger today than ever".

THE MAJOR PURCHASES FROM THE CHINESE, FOR AN AVERAGE RECEIPT OF OVER 1.900 EUROS

From Global Blue's numbers, the average receipt of non-EU tourists in Lombardy is 1.112 euros, up compared to the 2019 figure and higher than the national average which is 985 euros. US tourists are the first nationality for 'tax free' spending (non-EU visitors), but the Chinese, on the other hand, have the highest average receipt, which in fact reaches 1.953 euros.

NOT ONLY MILAN, ALSO COMO E VARESE

A further key to understanding the spending data is provided by Stefano Rizzi, Managing Director Italy of Global Blue. “If from our observatory on spending data – he explains – the primacy of Lombardy undoubtedly emerges in terms of volumes of tax-free purchases, we also note that the contribution of the Lombardy provinces is growing, which should continue to be valorised as both a cultural and shopping heritage”.

“From this point of view, the lowering of the minimum spending threshold to access the tax free tax desired by the Government will help local craftsmanship to grow further. We therefore consider – concludes Rizzi – this first meeting with the Lombardy Region as the basis for building a future long-lasting partnership”.