Record price increases for hotels and B&Bs in Milan: while inflation increased by 18%, they adjusted prices by 60%.

Milan remains one of Italy's most expensive cities for tourism. According to the latest study by the National Consumers' Union , the Lombardy metropolis has the highest hotel price increases in the country: a dramatic 60% increase compared to 2021 , surpassed only by Venice with its record 64.7%. This blow directly impacts the wallets of millions of tourists and demonstrates how the hospitality sector has taken advantage of the post-pandemic recovery to significantly increase rates.

The numbers speak for themselves: against a general inflation rate of 17.7% over the past four years, prices for hotels, B&Bs, agritourisms, and accommodations in Milan have skyrocketed by 60%, nearly four times the national inflation rate. This downward spiral is making it increasingly difficult to visit Italy's economic capital.

Paradoxically, however, Milan is showing encouraging signs in the year-on-year comparison. Compared to July 2024, the city actually recorded a 7.9% decline, placing it among the most "virtuous" destinations along with Siena (-12.6%) and Mantua (-10.4%). This figure could indicate market saturation or a repositioning strategy after years of sustained increases.

Meanwhile, Lombardy is experiencing a golden moment for tourism. In the first eight months of 2024, the region welcomed 13 million arrivals , an 11% increase compared to the previous year. 2024 has already been a record year , with 53.5 million overnight stays, 67% of which were generated by international visitors (+9.42% compared to 2023).

Milan is preparing for the 2026 Winter Olympics , an event that could further revolutionize Lombardy's tourism landscape. The MiCo26 Foundation estimates a growth of up to 60% in tourism , while operators are optimistic about this global event.

But success comes at an increasingly high price. As Massimiliano Dona , president of the National Consumers Union, denounces: "Hotel services have seen increases well above the country's inflation ." A trend that, combined with salaries that have been stagnant for years, is forcing more and more Italians to shorten their holidays or give them up entirely.