MonteNapoleone District, tourists and spending grow in the luxury capital area

One hundred and forty brands with spaces in the streets of MonteNapoleone, Sant'Andrea, Verri, Santo Spirito, Gesù, Bagutta, San Pietro all'Orto and Corso Matteotti, as well as a number of 5-star luxury hotels: they are a unique example of offering high-end products and services in the heart of Milan and are united in the MonteNapoleone District association.

Historically led by Guglielmo Miani, on the one hand the association carries on the discussion among members (the needs of those who have a boutique in MonteNapoleone are not the same as those in Corso Matteotti, for example) and with the institutions, Milan municipality in primis. On the other hand, MonteNapoleone District collects and analyses useful data for its members, such as those presented yesterday and which paint a very positive picture, though relative to 2025. According to Deloitte's District Analytics Observatory, which monitors traffic within the area also known as the fashion or luxury quadrilateral, in 2025 there were 13.6 million unique visitors (+6.8% compared to 2024 and +33% compared to the pre-pandemic period of 2019). Although the majority of visitors are still Italian (around 90%), there was a strong growth in foreign visitors in 2025, who came close to 1.4 million (+74% compared to 2024: the United States remained in first place (11% of the total), followed by Europeans, in particular French (10%), British (9%) and Swiss (8%).

Shopping data were also positive: in 2025 the MonteNapoleone District strengthened its role as a high-end centre at a global level: according to Global Blue data on tax-free spending by non-EU tourists, tax-free purchases in the quad rose by 7%, against +1% for the Milan average. Further distinguishing the area was also the average value of purchases: the average receipt reached EUR 2,630, almost three times higher than the city average of EUR 990. In terms of merchandise, the watch and jewellery segment in 2025 strengthened further, growing by 2 percentage points in one year to account for 28% of the district's total expenditure. A significantly higher incidence than the 16% recorded at city level, confirming MonteNapoleone's strong vocation for luxury jewellery and watches. According to Global Blue, Turkey recorded the most significant increase (+27%), followed by Latin America (+25%) and the United Kingdom (+16%).

"The figures for 2025 clearly confirm the evolution trajectory of the MonteNapoleone District," commented Guglielmo Miani. "The increase in visitors, especially foreigners, and the progressive deseasonalisation of flows show how the quadrilateral is now chosen all year round to enjoy exclusive experiences that integrate fashion, hospitality, culture and services of excellence. In this scenario, the MonteNapoleone District consolidates itself as one of the global capitals of contemporary luxury, strengthening its commitment to the development of an increasingly evolved offer and projecting itself as an international platform".