How Milan is enticing Gulf tourists to explore its neighbourhoods, from Isola to Brera

Famous for its food, architecture, culture and fashion, Italy has long been a popular destination for visitors from the Gulf who flock to the country to visit Rome's antiquities, Florence's art , Venice's canals and pizza from Naples. And although some destinations across the Mediterranean nation are struggling with overtourism, other locales are intent on attracting more holidaymakers. One such place is Milan , or Milano in Italian. The capital of the Lombardy region is one of the world’s fashion centres and is home to what could arguably be called one of the most famous shopping districts. This summer, the northern Italian city is on a mission to attract more Gulf tourists. But what is so special about Italy’s second-most populated city? “ Milano offers a perfect blend of the best of ' made in Italy ', starting with our fashion and design, which are highly renowned worldwide,” Fiorenza Lipparini, director general of Milan & Partners, the city's official destination management organisation, tells The National in an exclusive interview. “Visitors can enjoy world-renowned Italian craftsmanship, explore historical landmarks and immerse themselves in the dynamic cultural atmosphere that make Milano a unique destination. This is enriched by cutting-edge art galleries, lively cultural events and exclusive dining experiences.” The wealth of attractions is what drives Milan's record-breaking tourism numbers. The city recorded a 7 per cent rise in visitor numbers between January and June, compared to the same period last year. International visitor numbers are a fast-growing segment, with foreign tourists accounting for 61.7 per cent of visits in 2023, compared to a little more than 50 per cent in 2019, before the global pandemic. From the Middle East and the Gulf, visitor numbers accounted for 3.8 per cent of total foreign visits in 2023, a statistic that Milan's official destination management organisation is hoping to bolster this year with a new tourism campaign . Called "Milano, more than a trip. A lifestyle," the promotion was inspired by the city itself, explains Lipparini. "Milano is not just a city to be visited but to be lived. It embodies a distinct mood and vibe, and offers a unique and unparalleled variety of activities throughout the summer season. Each of its neighbourhoods tells its own story, filled with emotions, secrets and traditions that are waiting to be uncovered," adds Lipparini. The reason for targeting travellers from the Gulf is simple: they spend more and stay longer than most other visitors. Since 2023, spending by UAE visitors in the city has increased by 32 per cent and by 11 per cent from visitors from Saudi Arabia. Tourists from these countries are now among the leading spenders in Milan, with an average expenditure of €2,000 ($2,165) per card. As well as increased spending power, Gulf tourists tend to visit for longer. “While three to five days is generally long enough to experience Milano’s highlights and engage in its primary attraction and activities, tourists from the GCC often stay longer,” says the director general. And that delights the city's tourism authorities, as it gives visitors time to take in Milan's wealth of neighbourhoods. "Milano is a true lifestyle where every street, cafe and cultural landmark reflects its vibrant character and authentic charm. As you wander you can truly breathe in the essence of Milano, immersing yourself in the dynamic atmosphere that defines the city," says Lipparini. Spending power and penchants for long holidays aside, Lipparini also believes people from Italy and the Middle East share a unique bond. “Italy and travellers from the GCC share a cultural cornerstone: hospitality. This shared value creates a harmonious connection which, combined with personalised experiences, makes Italy a popular destination for those seeking an unforgettable journey made of elegance, culture and natural beauty." Capitalising on that connection, Milan’s hospitality scene has been putting a strong focus on providing services catered to visitors from the Middle East. “High-end hotels are enhancing their services to better meet the specific needs and preferences of guests from the GCC. This includes providing specialised amenities and halal dining options. For guests seeking privacy, luxury accommodations offer exclusive suites, while concierge services offer tailored experiences as well as discreet assistance," says Lipparini. The city's luxury hotels employ multilingual staff and offer family-friendly amenities that are ideal for multi-generational travel. Milan also has several accessible mosques . The biggest of these is in the suburb of Segrate, while Al Wahid is in the city's historic centre, near the Navigli – Milan's canal-lined district. And more amenities are on the way near Viala Esterle Mosque, due to open in 2026 with a two-storey prayer hall spanning 750 square metres. Given Milan's recent record-breaking visitor numbers, it's easy to assume that overtourism is a concern for the city, but Lipparini clarifies that doesn't concern her. “Milano has a well-developed infrastructure capable of accommodating a large influx of visitors without overwhelming the city. Our tourism campaigns are designed to promote a balanced distribution of visitors across various neighbourhoods and attractions, rather than concentrating them in a few hotspots. We aim to diversify tourist flows in order to allow visitors to explore the city's eclectic districts." But which of these districts is best for finding cultural charms? Where should visitors go for luxury shopping and which spot offers the best undiscovered treasures? Here’s a guide to Milan’s must-see neighbourhoods, with the inside scoop from the director general of Milan's official destination management organisation. Best for culture: Brera Traditionally, Brera has been a hotspot for travellers from the Gulf visiting Milan. Famous for its elegance and cultural charm, it's filled with cobbled streets and literary cafes, and is also home to the city's best museum. “Just a few steps away from the Duomo and renowned for being a hub of artists and art enthusiasts, Brera is home to the prestigious Pinacoteca di Brera, a treasure of Italian Renaissance that hosts unique masterpieces of the likes of Hayez, Caravaggio. Mantegna and Raffaello,” says Lipparini. "Wander through cobblestone alleys in this neighbourhood which exudes art everywhere and is filled with small artisan shops, perfume workshops, gardens, bistros, markets and many courtyards to admire behind the doors of historic buildings." Best for something new: Isola For visitors keen to avoid busy nightlife and bars and instead explore something new, Isola is a good choice. Known for its modern and eclectic atmosphere, it's the place to go for a host of culturally enriching activities. Lipparini explains: "Visitors can explore the Bosco Verticale, a pair of residential towers that are a marvel of modern architecture and urban sustainability. The area is also home to a variety of unique boutiques, artisanal shops and cosy cafes. "I would recommend taking a walk through the maze of streets to experience the traditional atmosphere of old Milano, all the way to Piazza Gae Aulenti – a pedestrian square surrounded by skyscrapers where visitors can walk on water thanks to a series of walkways that cross over a central pool surrounded by dancing water fountains." Best hidden gem: Porta Venezia To the east of the city, Porta Venezia is one of Milan's most-loved neighbourhoods that's a great place to discover the unexpected. Easily walkable or explored on two-wheels, the district is flamboyant, cultured and multi-ethnic and a place where beautiful Milanese buildings, manicured gardens and frenzied main streets fuse. "Visitors can discover the exquisite Villa Necchi Campiglio, an early 20th-century architectural marvel designed by Piero Portaluppi, offering a glimpse into the opulent lifestyle of Milano’s elite with its elegant interiors and lush gardens. Not far from Villa Necchi, Villa Invernizzi is another noteworthy residence. With its private and stunning garden, it is home to a colony of pink flamingos, adding an enchanting touch to the area," shares Lipparini. Best for quintessential Milan: Porto Romana "My personal favourite neighbourhood in Milano is Porta Romana. It’s one of the oldest and iconic neighbourhoods in Milano steeped with numerous restaurants, bars, kiosks and cafes, with meals and aperitifs to suit any palate," says the tourism director general. "And summer is not summer without a refreshing dip at the Bagni Misteriosi outdoor pools and a visit to the Teatro Franco Parenti." As well as its thriving culinary scene, the area is the site of the Porto Romana arch, the original and most important gateway to Milan and the place from where the road to ancient Rome started. South-east of central Milan, the district is rich in history and has a vibrant cultural scene. It's also the neighbourhood currently undergoing the most transformation as it readies to host the Olympic Village for the 2026 Winter Olympics. Best for luxury shopping: Quadrilatero della Moda As Milan's biggest spenders, visitors from the Gulf keen to flex their credit cards in Italy should make a beeline for Quadrilatero della Modais. The city's luxury shopping district is one of the most famous in the world, up there with the likes of Fifth Avenue in New York and Avenue des Champs Elysees in Paris. The entire neighbourhood comprises elegant thoroughfares and luxury shops. "Encompassing Via Montenapoleone, Via della Spiga, Via Manzoni and Corso Venezia, this area is renowned for its high-end boutiques, designer stores and upscale shopping experiences, making it a central hub for visitors interested in luxury fashion and shopping," says Lipparini.

How Milan is enticing Gulf tourists to explore its neighbourhoods, from Isola to Brera

Hidden gems and a shared cultural cornerstone await in the Italian city, says tourism chief