Every year 1.5 million shopping tourists head to Florence, Rome, Turin, Venice, and Milan, with an annual expenditure of €1.6 billion of which about €610 million are spent in the capital of Lombardy, crowning it as the champion of this important and ever-growing segment of Italian tourism. “Risposte Turismo” has collected data for ‘Shopping Tourism Italian Monitor’, a marketing research that illustrates the status of this segment.

According to the results of the research, Milan is the city with the largest share of tourists for whom shopping is the main travel motivation (15.4%) – followed by Florence (6%), Rome (3.8%), Venice (1.4%), and Turin (1.1%). In Milan the average daily expenditure of shopping tourists amounts to €121.00, of which about 60% are spent on fashion, 17.3% on accessories and leather goods, and 3.6% on cosmetics and fragrances.

Being home to many of fashion’s biggest names such as Versace, Prada, and Dolce & Gabbana, Milan easily caters for the needs of shopping tourists with its glamorous locals and shops, many of which can be found at Quadrilatero della Moda – rectangle of fashion -, considered to be is the world’s most important fashion district. A rectangle of interwoven pedestrian streets lined with jewelers, boutiques and lifestyle showrooms.

However, as pointed out by Francesco Palumbo, Managing Director of Mibact Tourism, the Italian government’s commitment to shopping tourism “aims at encouraging as much as possible shopping experiences of Made in Italy products that can take place in the historical centers of the small and medium art towns, in order to develop the connection between towns and villages, as tourist flow destinations, and quality productions of neighboring territories.”

Ilona Catani Scarlett

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