Seasonal and widespread tourism: the Lombardy Region's challenge to 2028
Debora Massari, Councillor for Tourism, Territorial Marketing and Fashion, presents the lines for development
by Enrico Netti
A three-year plan to 2028 for the development of tourism and attractiveness in Lombardy. This is the one drawn up by Debora Massari, Councillor for Tourism, Territorial Marketing and Fashion, which was approved by the junta and then went to the commission and then to the regional council. "It is to ensure that Lombardy becomes a European model of sustainable, identity-based and smart tourism with flows managed also with the help of AI," says the councillor. "A sum of attractions in an integrated network of territories, communities, businesses that together generate economic, social and cultural value for Lombardy with the quality of the offer, the experiences for tourists and the territories as protagonists at the centre.
According to estimates by the Regional Observatory for Tourism and Attractiveness, arrivals this year are expected to be 23.3 million, which by the end of the plan will be around 24.3 million, while overnight stays will rise from 60 to 65.5 million, driven by strong growth in foreign tourism. The year 2025 closed with 56 million presences, which by 2028 will see a 17% increase.
The key lines of the plan range from customised experiences to the deseasonalisation and diffusion of flows in the area, food and wine tourism, business and cultural tourism, events and wellness, consolidating a governance based on a collaboration between several regions, local authorities, the public-private partnership with organisations that promote the destination, 'strengthening the narrative of Lombardy's identity,' the councillor emphasises.
The mission is to build a tourist offer for three visitor segments: Lombards in Lombardy, Italians who want to discover the region, and finally guests arriving from abroad. "For the moment we are in the phase of studying packages of proposals and we are working with the other departments," says Debora Massari. "I am thinking of those who, for example, from Varese would like to go and visit Mantua or Sabbioneta, or the Brescians who want to discover Lomellina or Oltrepo, or the Pavese who want to go to Valtellina. It is a matter of triggering flows between the different territories and provinces 'because we do not only have Milan or Lake Como'.
The project aims to make minor localities more attractive, such as hill and pre-alpine villages where the area's agricultural and food traditions are alive but which are often at risk of depopulation. From tourism new economic resources for tertiary activities in those areas but also a move to contain overtourism and to deseasonalise flows thanks to walking, trekking and cycling routes. Similar strategies for Italians visiting the region, perhaps focusing on a team effort between Bergamo and Brescia, both of which will be culture capitals in 2023. "It is a complete region, nothing is missing apart from the sea, and it has a lot to offer from all points of view," continues the councillor.
