APCOM

Tourism in Milano has been growing at an unexpected rate this summer and August's peak attendance has already been reached, according to industry sources. It is estimated that compared with last year there could be a 10% increase in the number of tourists, who enjoy shopping as well as visiting art exhibitions and historical sights.

There are many reasons for this success: first of all, the appeal of a more lively city, where 80% of shops have remained open in the first week of this month. In particular, those of the so-called 'Quadrilatero' fashion district, which used to be closed in this period. Milano also offers a range of bars and restaurants catering for tastes and budgets. The 2015 universal exhibition might have played a role as well, as Milano's delegates have recently been promoted the city all over the world.

However, there are still many issues to be solved in order to turn the city into a better holiday destination. Modacult, the centre for the study of fashion and cultural production of Cattolica University, carried out a survey among foreign tourists, who underlined several shortcomings: pollution, traffic and an inadequate transport system, both in the city and in its surroundings. Thanks to their beauty and heritage, Milano's outskirts could become part of the visitors' itineraries.

The survey also highlights poor tourist information. The number of tourist offices is considered insufficient, their opening times too limited and the staff not adequately trained in foreign languages.