Tourism in Varese is growing, especially international tourism, in an area that guarantees a wide and differentiated tourist offer. This was discussed today in an important moment of discussion with sector operators and administrators at the Varese Chamber of Commerce, where Barbara MazzaliCouncilor for Tourism, Territorial Marketing and Fashion of the Lombardy Region presented the most recent data on the growing value of tourism and on the new Lombardia Style promotion project.
LAST YEAR 63% INTERNATIONAL PRESENCES
“In 2023, the total tourist presences in the Province of Varese amounted to 2.5 million, of which 63% were foreigners, a result that exceeded the data of 2019, a record year for Italian tourism – explains Mazzali -. Overnight stays, a true economic indicator, were, in fact, +6.2% (in total 150 thousand more than 5 years ago)”. The future prospects are also good, continues the councilor, citing the calculations on the first data for the period January-April 2024: “Stays (attendance) are 5.25% higher than in 2023”.
A LAND OF EXPERIENTIAL TOURISM
“The province of Varese – the councilor pointed out – has everything to offer that ‘experiential tourism’ which is increasingly sought after today, I am thinking for example of the Via Francisca del Lucomagno and the path that from Laveno-Mombello leads to Varese and which offers the possibility of admiring natural panoramas ranging from lakes to mountains. I am not surprised, therefore, that the positive ‘sentiment’ towards this territory is also growing, equal to 85.4/100, collected on 362 thousand digital tracks in 2023, a figure higher than that of the previous year)”.
CHAMBER OF COMMERCE: SYNERGY TO ENHANCE LOCAL TREASURES, FROM UNESCO SITES TO INTERNATIONAL SPORT
“Among the tourist assets of the Province of Varese – underlines the president of the Chamber of Commerce Mauro Vitiello – its seven lakes stand out, highly appreciated by foreign tourism, four UNESCO sites (Sacro Monte di Varese, Monte San Giorgio, Isolino Virginia and Monastery of Torba), a rich museum offering, cycle tourism routes and a busy calendar of sporting events, including important international ones. Let’s start from here to fully seize those opportunities that the skills of the operators and the environmental and architectural quality of the area undoubtedly offer us. Now, we want to start a profitable synergy with all the other entities that come into play in this sector to best promote Varese and its province”.
Today’s meeting will be followed by subsequent technical in-depth discussions, aimed at finalizing the collaboration between the Lombardy Region and all the local actors who are currently working in various capacities in the promotional activities of the Varese area.
