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Milano pushes MICE with Not in Milano campaign

To promote the recovery of business tourism, Milano&Partners has conceived and launched the “Not in Milano” promotional campaign

The promotional campaign aims to relaunch the most European Italian city as a top destination for events and business trips. “We want to be realistically positive and move forward after this stop due to the pandemic – Mayor Beppe Sala explains – “We have to trigger the imagination of potential travelers, studying new communication and promotion formulas to facilitate the return of tourist flows to the city. In these days there is already a slow recovery in arrivals and Milano, in terms of hospitality, is the second city in Italy for the number of tourists in the post-emergency period. This new commercial "Not in Milan" will be delivered across several social media platforms in the US, UK, French and German markets".

Testimonials of the campaign are gallery owner and designer Rossana Orlandi, starred chef and restaurant entrepreneur Carlo Cracco, Margherita Maccapani Missoni, heir of the famous fashion house, and Satispay founder Alberto Dalmasso. “This is a campaign designed specifically for the MICE market,” says Elena Vasco, secretary general of the Milano Chamber of Commerce, to tourism magazine Guida Viaggi: “The city is highly competitive in this market. Not only that, we aim to make Milano more and more known abroad as a university city for international students. Our next goal? In 2023, we want to put Milano in the top 3 global destination for trade events and conferences and there is no lack of commitment on our part, in fact in the last five years the Chamber of Commerce has invested €10 million to support these marketing initiatives".

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