Milan also fills up with visitors in the city. Numbers in line with 2025

'Miracle in Milan. This should be the title of your article'. This is how Paolo Casati - co-founder of Studiolabo, which manages the Brera Design District and the Fuorisalone.it platform - sums up what is happening these days in Milan, on the occasion of the Salone del Mobile and Design Week.

Despite the war in Iran, its impact on air travel and fuel costs, the city is filling up with visitors who crowd (often with long queues) not only the stands of the companies exhibiting at Fiera Milano in Rho, but also the showrooms and shops of the design brands in the city and the more than a thousand initiatives scheduled for the Fuorisalone.

It is still too early to have numbers, on both fronts, but the operators' feeling is very positive: "On Wednesday and especially Thursday we had a great turnout in the shops and events in the city," confirms Paolo Casati who, based on the data collected through the new Fuorisalone Passport system (to which more than 90,000 people have registered) assumes a stability in visits compared to last year. "This is an excellent result, if we think of the fears on the eve of the event due to the effects of the ongoing conflicts and the crisis in the Middle East," he adds. To date, 66% of the public is female and the countries most present, after Italia, are Germany and Brazil, with a good presence of Americans as well.

Maurizio Naro, president of Federalberghi Milano, also confirms the feeling of resilience: 'The hotels in the centre are performing very well, those in the outlying areas a little less so. Taking an average, I would say that the fill rate was around 90-95% the first few days, with a peak between Tuesday and Wednesday, then from Thursday we are around 80-85%. In line with previous years'.

The furniture companies presenting new collections in their showrooms in Milan and outside the fair also confirm the good trend in admissions, in some cases even increasing.