Fashion, design, food and wine, music, architecture, culture, boating and tourism. All this is Lombardia Style: the ambitious project wanted by the Region to spread the extraordinary beauty of Lombardy around the world. A path that embraces and exalts Lombardy's excellence and is now ready to showcase itself abroad. Making the Lombardy destination stand out as a unique and quality Italian tourist destination, capitalizing on the image investments made at the national level is in fact the goal of the resolution approved by the Lombardy Regional Council at the proposal of Councillor for Tourism, Fashion and Territorial Marketing Barbara Mazzali. The measure provides for the participation of the Lombardy Region in international trade fairs to be held abroad in the three-year period 2024-2026 within the unified context of the ENIT (National Tourism Agency) stand. The choice, both strategic and functional, is to maximize the spread of the Italy brand abroad, but at the same time to promote the Lombardy Region as an increasingly attractive tourist destination on the Italian scene, in the wake of the activities conducted by ENIT. "Lombardy,” Mazzali explains, "has steadily rising numbers that are making it a leading destination for tourism. For months we have been working mainly on the analysis of new international markets that meet the needs of our territories. It will be there," Mazzali continues, "that we will concentrate all our promotional activities, also participating in the most important sector fairs and launching our Lombardy Style brand. With our brand 'ambassador' of the Lombard style that everyone loves, we want to conquer new slices of the market”. "After Europeans and Americans," Mazzali continues, "Asians were our main visitors with 3.7 million admissions. This is an extraordinary figure, up from the golden year of tourism, 2019”.
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