APCOM

A new campaign to prompt tourism in the Lombardia Region is the initiative sponsored by the Pirellone: it entails a multimedia communication, a 7,2 million Euro campaign across the web, cellular phones, press and television. The aim is to promote Lombardia's attractions, from the lakes to the mountains, from the arts to food and wines. The 2007 data shows a positive trend: arrivals in the region outnumbered those referring to 2006, 10,5 million as opposed to 10,2; in terms of visits, 2007 figures show an increase of one million (up to 28 million). In general the sector has created an 8 billion business turnover, half of which is guaranteed by tourists.

Winter season is already proving a fruitful moment in particular in the Sondrio province where the sale of sky passes has increased by 30 per cent. Como Lake still acts as a major attractions thanks to George Clooney. Chinese and Koreans seem to be mostly interested in the Lodi province instead. Cultural tourism in the region remains a core attraction with the numerous sites declared to be World Heritage Sites by Unesco: the villaggio di Crespi d'Adda and Santa Maria delle Grazie with the Cenacolo Vinciano, the Sacro Monte of Varese to name but a few.

Among symbols of cultural sites is Mantova, which attracts many tourists thanks to its Literature Festival and to the rich exhibition calendar.