Stop in Varese for the regional councilor Tourism, Territorial Marketing and Fashion, Barbara Mazzali to take stock of the sector and the actions undertaken in 2023 and in the first months of the year. This morning in the immersive room of the Chamber of Commerce, the councilor met operators in the sector, businesses, administrators and mayors of the area to illustrate in particular the strategy that the Lombardy Region intends to develop with the brand “Lombardy Style“. Doing the honors will be the president of the chamber of commerce, Mauro Vitiello.
The project was born to promote the “destination Lombardy” in a homogeneous and recognizable way through the identification of a series of guidelines to be able to use the brand for events and promotional activities.
In Varese tourism, especially international tourism, is experiencing a dynamic period thanks also to a wide and differentiated offer. “In 2023, overall tourist presences in the Province of Varese amounted to 2.5 million, of which 63% were foreigners, a result that surpassed 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”.
In search of experiences, from the Via Francisca del Lucomagno to the panoramic paths
“The province of Varese – the councilor pointed out – has everything to offer that experiential tourism that 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 admire 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)”.
Lakes, UNESCO sites and sports: the assets of growing tourism
“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 Monastero di Torba), a rich museum offering, cycle tourism routes and a busy calendar of sporting events, also internationally significant. 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.
