Renowned for its cuisine, architecture, cultural heritage, and style, Italy has consistently attracted tourists from the Gulf region eager to explore the nation’s attractions. Rome's antiquities, Florence's art , Venice's Venetian canals paired with Neapolitan pizza. Despite certain areas around Italy facing issues with overcrowding due to tourism, various regions are making efforts to draw even more visitors.
One such place is Milan , known as Milano in Italian. As the capital of the Lombardy region, it is one of the world’s fashion centers and is home to what might be considered one of the most renowned shopping districts. This summer, the northern Italian city aims to draw in more visitors. Gulf tourists. What makes Italy's second most populous city so distinctive?
“ Milano provides an ideal mix of the finest elements from ' made in Italy "Starting with our fashion and design sectors, which enjoy global recognition," says Fiorenza Lipparini, the director general of Milan & Partners, the city's official tourism organization. The National in an exclusive interview.
Guests can revel in renowned Italian artisanship, delve into historic sites, and lose themselves in the vibrant cultural ambiance that renders Milan an unparalleled location. Enhancing this experience are modern art galleries, bustling cultural happenings, and distinctive culinary encounters.
Record-breaking visitor numbers
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 rationale behind focusing on travelers from the Gulf region is straightforward: these individuals tend to spend more money and remain in the area for extended periods compared to most other tourists.
In 2023, the expenditures made by UAE travelers in the city have risen by 32 percent, whereas those coming from Saudi Arabia saw an increase of 11 percent. Visitors hailing from these nations currently rank highly in terms of spending within Milan, each contributing approximately €2,000 ($2,165) per card on average. Besides their enhanced financial capabilities, individuals traveling from the Gulf region also opt to stay for extended periods.
"Although three to five days typically suffices for experiencing the main attractions and highlights of Milano, travelers from the Gulf Cooperation Council countries frequently extend their stays," notes the director general. This brings joy to the city’s tourism officials, as it allows guests more opportunity to explore Milan's numerous districts.
"Milano embodies a distinct way of life with each street, café, and cultural site showcasing its lively spirit and genuine allure. Strolling through, one can genuinely absorb the heart of Milano, fully engaging in the energetic ambiance that characterizes this metropolis," notes 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.
Five neighbourhoods to visit in Milan
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.
