During the event, Francesco di Cesare, President of Risposte Turismo, presented the ‘Shopping Tourism Italian Monitor’ report, which highlighted the continued growth of shopping tourism in Italy. Di Cesare emphasised that this increase is the result of a sustained process over time, where the promotion of Italian excellence abroad has been fundamental in attracting a demand that is increasingly interested in the high-end fashion and exclusive products that the country has to offer.
Italy has positioned itself as a preferred destination for shopping lovers, especially in emblematic cities such as Milan, Florence and Rome. These destinations not only offer a wide range of luxury shops and exclusive boutiques, but also provide a rich cultural experience that complements the shopping activity. The combination of history, art and fashion creates a unique attraction for international tourists.
The forum also addressed emerging trends in shopping tourism. The importance of sustainability and social responsibility in the purchasing decisions of modern tourists was highlighted. Today's consumers are looking for experiences that not only meet their consumption needs, but are also aligned with ethical and sustainable values. This represents an opportunity for Italian brands to highlight their responsible practices and appeal to a more conscious audience.
In addition, the role of technology in the transformation of shopping tourism was discussed. Tools such as artificial intelligence, augmented reality and e-commerce platforms are redefining the way tourists plan and shop. Companies that integrate these technologies into their strategies will be able to offer more personalised and engaging experiences for visitors.
Another relevant point was the adaptation of cities to accommodate shopping tourists. The need to improve urban infrastructure, facilitate access to shopping areas and ensure the safety and comfort of visitors was highlighted. Public-private partnerships are essential to create enabling environments that encourage shopping tourism and benefit local economies.
The event also served as a platform for Italian brands to present their initiatives aimed at the tourism market. Success stories were showcased of companies that have been able to adapt to changing market demands, offering products and services that combine tradition and modernity. These experiences inspire other companies to innovate and look for new ways to attract tourists.
International collaboration was another central theme of the forum. Strategic partnerships with tour operators and digital platforms from other countries were discussed to promote Italy as a shopping destination. These collaborations aim to broaden the scope of promotional campaigns and attract a more diverse and wider audience.
The ‘Shopping Tourism - The Italian Forum’ in Milan reaffirmed the importance of shopping tourism as an economic driver for Italy. The sustained growth of this segment, backed by strong data, demonstrates that the country is in a privileged position to capitalise on this trend. The combination of a high quality retail offer, a rich cultural heritage and a strategy focused on sustainability and innovation, positions Italy as a leader in shopping tourism worldwide.
The outlook for the future is optimistic. Shopping tourism is expected to continue its upward trend, driven by growing global demand and the initiatives Italy is implementing to enhance the visitor experience. A focus on quality, authenticity and sustainability will be key to maintaining and strengthening Italy's position in the international shopping tourism market.
