Lombardy among the favorite destinations in Europe. Interview with Barbara Mazzali

Lombardy is among the favorite destinations in Europe. The first region in Italy for shopping tourism is Milan, yes, but not only. Lake Como, but not only. There are, in fact, many off-the-beaten-track itineraries to take, little-known villages to explore and also several smaller lakes that are worth a trip. We talked about it with Barbara Mazzali , Councilor for Tourism, Territorial Marketing and Fashion of the Lombardy Region

What strategy is the Lombardy Region applying for tourism promotion and in which areas is it focusing?

Authenticity, seasonality and widespread beauty. If I had to summarize our new vision of tourism inLombardy in three words, I would choose precisely these. We are changing perspective: today we want to tell of a Lombardy that goes beyond the usual itineraries , a surprising land made of walks, cycle paths, water sports, small villages and glamorous campsites. We want to speak to those looking for experiences, well-being, quality of life. Our work focuses a lot on deseasonalization : bringing tourists throughout the year, distributing the flows and also enhancing the internal areas, those often off the radar but full of charm.

It is with this in mind that we launched the call for proposals 'Lombardia Style' - Unitary promotion projects for territorial attractiveness: 2.3 million euros to support alliances between municipalities and create shared calendars of events. A Lombardy that tells its story in a choral way, that aims to generate new flows and support local economies. And it does so also thinking of the demanding tourist, with excellent proposals such as glamping and mobile homes: luxury that embraces nature.

What exactly is meant by 'Lombardia Style'?

It is our trademark, the distinctive sign that we have chosen to present the best of Lombardy to the world. 'Lombardia Style' is much more than a logo: it is a concept, a vision. It is born from the Lombard balance between creativity and rigor, between beauty and production capacity. It is the style that unites our designers, our chefs, manufacturing companies, workshops and ateliers. With 'Lombardia Style' we want to give a strong and coherent identity to everything that makes this Region unique: culture, fashion, design, landscapes, food and wine. It is our way of saying that here you live well, you create, you innovate, you dream. We are not just a destination to visit: we are an experience to live all year round.

Cinetourism is a growing phenomenon. How is the Region supporting it?

Cinema is a wonderful way to tell the story of territories . And Lombardy, with its extraordinary variety of settings – lakes, cities of art, mountains, villages – is increasingly a protagonist on the screen. From Visconti to Hitchcock, from George Lucas to Pollack: more than a thousand films have been shot here. Just think of Ocean's Twelve on Lake Como, Quantum of Solace on Garda or Cento Chiodi on the Po. Without forgetting music videos and fashion productions, such as the recent choice of Chanel, which launched its high jewelry collection inspired by the N°5 perfume right on Lake Garda. We are supporting productions, such as the one between the Univela company of Tremosine and Circus, which will bring new creative works set in our landscapes. It is a true 'cinematic career' for Lombardy, which today is not just a backdrop, but a glamorous and fascinating protagonist, capable of making people dream.

Local tourism vs. international visitors: how are you working on these two fronts?

2024 was an extraordinary year: over 53 million overnight stays, of which 67% were from foreigners. A 10% growth that confirms us among the favorite destinations in Europe. We work carefully on both fronts, building sustainable, intelligent, quality tourism . A tourism that truly enriches local communities. The most interesting data? A 44% increase in tax-free transactions, thanks to the lowering of the purchase threshold for non-European tourists introduced by the Meloni government. Result: Lombardy is now the first Italian region for shopping tourism . And this is just one of the signs of how tourism is becoming a strategic economic lever for the entire territory.

How is Lombardy preparing for the 2026 Milan-Cortina Winter Olympics?

The Olympics will not only be a great sporting event: they will be a real change of pace for our territory. The expected impact is clear: +15% to +60% of tourist flows after the Games. We are preparing with important structural investments - over 434 million euros between roads, railways and sports facilities - but also with projects that speak to the heart, such as ' Cuori Olimpici '.

It is a symbolic and physical journey through the 12 provinces of Lombardy, with events and installations that involve communities and tell the profound identity of our land. There will be 3,500 athletes from 93 countries, 1.3 billion spectators. Milan will be the gateway, Valtellina the beating heart of the competitions. But all of Lombardy will be the protagonist, showing its most authentic and innovative face, made of fashion, design, nature and hospitality.

Are there any tourism developments in sight for the next few months?

Absolutely! We are working on many events that anticipate the Olympics, as part of 'Cuori Olimpici'. Then there is another fascinating and spiritually charged project: the itineraries of the 69 Jubilee churches of Lombardy . At the end of September we will host the National Festival of the Most Beautiful Villages in Italy in Bellano , an extraordinary opportunity to put our hidden gems in the spotlight. All year round our territories offer the liveliness of festivals, festivals dedicated to music, food and wine, crafts, exhibitions and cultural initiatives: each is a journey into the beating heart of our traditions, among family stories, expert hands and products that speak of territories. Events that unite culture, tourism and identity. In a word? Emotion.