Milan is among the cities hosting the highest number of major events in Europe

Culture - November 22, 2022

The Milanese city ranks third in Europe for the number of major events, especially in the field of technology and medical sciences

In recent years, the city of Milan has distinguished itself in Europe for its capacity for growth and technological development, so much so that it is now considered the only true Italian city with an international vocation, from many points of view. In addition to the industrial development that has always characterized it, the Lombard city has also managed to change its appearance and, to date, attracts a slightly lower number of tourists than the great cities of art in Italy.

Milan is experienced every day by hundreds of thousands of workers and students, coming from all over the globe who recognize, to the city, among the most important characteristics, that of the efficiency relating to public mobility, the services and leisure offered, so as to make it, to date, one of the favorite destinations for work or study transfers. The only brake on the population growth of the city, especially in recent years, is represented by the significant increase in rental costs for housing units and offices, but which, however, does not seem to be sufficient to slow down metropolitan growth.

According to a study done by the Graduate School Aseri (High School of Economics and International Relations) of the Catholic University of Milan, promoted by the Fiera Milano Foundation and presented during the annual Milan Ambassador Program event, the attractiveness of the city seems to have also increased, regarding major trade fairs, associations and sports, ranking it at third in Europe. The research project in question, organized by Promos Italia, in collaboration with YesMilano Convention Bureau and organized together with the Municipality for the Chamber of Commerce of Milan, Monza and Brianza, aims to compare specific data relating to the performance of the international exhibition sector, to better define the positioning of the city of Milan as an ideal destination for organizing major events.

The most interesting data sees an increase in the attractiveness of Milan for major events, unexpected due to the 2 years of pandemic that have, in fact, suspended any project or exhibition at European level. The drive generated by the 2015 Expo, of great success both in terms of public and content, seems to be still active and has established the current third position in Europe, much better compared to the data of 2019. Milan’s strong point, in the management of major events, whether they are exhibitions, sports or in any case of great international uproar, is the reception of the public remains linked to a modern vision of the installations.

Great credit for the result achieved must also be given to the structures that for years have hosted major events such as the 2 exhibition centers, among the most avant-garde in Europe and the related Congress Center, capable of hosting countless events, conferences and congresses, especially in the medical field, generating an induced amount of around 8 billion euros throughout the Lombardy region. In the Technological, Economic and Commerce fields, Milan occupies the second overall position among the cities with the most high-level events (at least 1000 participants), the fourth position as regards events on Management and the fifth, in Europe, for events dedicated to Medical Sciences and Industry.

The same study by the Catholic University, then, also highlights the important role of Milan in the organization of events related to Human Sciences, having hosted 22% of these events of the total recorded in eleven different European surveyed cities. In the presentation event of the study, then, was introduced to the public, the new IT tool dedicated to the marketing of destinations, called Simpleview, already chosen by 900 operators around the world and which allows to optimize the communication between the organizers of events and those who offer hospitality services in the city.