Lombardy presents its tourism model at the WTM in London: outdoors, lakes, mountains, discreet luxury and a cuisine that also speaks to crowned heads
Lombardy arrives at the World Travel Market in London with a specific objective: to consolidate its position among the most competitive Italian destinations in international tourism. In the global scenario of WTM – the main marketplace in the sector, where trends, investments and strategies are measured – the region presents itself with an independent stand of 180 square meters and a team of 20 operators selected from territorial DMOs, tour operators, incoming and high-end hotels.
It is a participation built on numbers: almost 21 million arrivals and over 53 million presences in 2024, with an increase of 26.1% compared to the pre-pandemic and a share of foreign visitors that today reaches 67%. For 2025, estimates speak of a further +6%. A trend that photographs a region capable of intercepting international demand oriented towards the outdoors, discreet luxury and structured hospitality. Milan, the large lakes and the Alpine areas remain the strongest poles. And it is from this axis – water, mountains, sport, food – that Lombardy builds its London story: direct, coherent, competitive.
Como and Valtellina: the alliance of excellence looking to the Olympics
The opening of the Lombardy program at the WTM is entrusted to the Lake Como–Valtellina tandem, presented by APF Valtellina and the Como-Lecco Chamber of Commerce. The choice is strategic: uniting two territories that represent the same international audience, but with different languages.
Como brings the consolidated charm of the most iconic lake in the country, while Valtellina brings the dynamic dimension: sport, cycle tourism, trekking, infrastructure and above all the Olympic horizon of Milan-Cortina 2026. It is a combination that works because it integrates landscape, planning and an experiential offer that the British market considers among the most competitive in Northern Italy.
Lombard cuisine in a “real” version: Enrico Derflingher’s show cooking
The gastronomic element could not be missing, which for years has been one of the strongest drivers of Lombardy’s attractiveness. At WTM, the region chooses a precise narrative: not a generic cooking story, but a gesture of representation.
The starred chef Enrico Derflingher – from Lecco, already at the British Royal Household and at the White House – signs a cooking show that brings to London a dish that has made history: the risotto created for the then Prince Charles, also much loved by Queen Elizabeth. Carnaroli, Lombard EVO oil, saffron, truffle, gorgonzola, DOP Parmigiano: a gastronomic identity card that summarizes the potential of the territory on a global scale.
It is an example of how Lombard cuisine is not only tradition, but also soft power.
The role of WTM: where the future of travel is decided
The World Travel Market is the platform where governments, destinations and operators define strategies for the following months. The 2024 edition recorded record numbers: 5,049 buyers (+11%), 4,047 exhibitors (+8%), 46,316 visitors (+6%), 34,082 pre-scheduled appointments (+17%).
It is a competitive, business-oriented ecosystem, in which Lombardy chooses to present itself as an autonomous player, recognizable and positioned in the premium segment of Italy.
Outdoors, culture, high-end hospitality, signature cuisine: his “Lombardy Style” is no longer just a claim, but a model. And in London this year you can see it very clearly.
