At the TTG Travel Experience 2025 the Lombardy Region presents itself with a renewed offer: internal areas, golf and Milan-Cortina 2026 at the center of a strategy that aims to make tourism an economic and cultural engine all year round.
Lombardy has chosen to forcefully inaugurate the 2025 edition of TTG Travel Experience in Riminithe main Italian platform for the promotion of global tourism. Until October 10, tour operators, airlines, agencies, tourism boards and technology companies will discuss the new trajectories of the sector. With a stand of 350 m2 and 32 co-exhibitorsthe Region has brought to Rimini a business card that combines tradition and innovation, with impactful settings, B2B spaces, dedicated events and a focus on the excellence of Made in Lombardy.
The vision: more tourism, all year round
The Lombard space was opened Barbara MazzaliCouncilor for Tourism, Territorial Marketing and Fashion, who traced the strategic line: “Lombardy presents itself at the TTG with a clear message: more tourism, all year round, throughout the territory. We want to combine innovation and tradition, new experiences and great events, iconic destinations and places to be rediscovered”.
Growing numbers: beyond the records of 2019
The data confirms the solidity of the sector. In 2024 Lombardy exceeded i 53.5 million official overnight staysover 55 million considering those not detected, with a share of foreign tourists at 67%. A growth of 26.1% compared to 2019, a record year before the pandemic. In 2025 the trend continues: only the first five months are counted 19.7 million visitors (+6.2% on 2024), with a summer estimate of above 25 million overnight stays and almost 75% international guests.
Internal areas: the challenge of the Val d’Intelvi
Not just Milan, lakes and cities of art. Among the new features, the project stands out “Intelvi Valley: the green balcony between lakes and peaks”which promotes an area nestled between Lake Como and Ceresio. The goal is clear: deseasonalize tourist flows and bring economic value to lesser-known communities, revealing a cultural and natural heritage that goes beyond established destinations.
Golf tourism: elegance and economic development
Another pillar of the offer is the golf tourismwith the project “Open Horizons – Lombardy Capital of Golf” developed with Assolombarda and FIG. The region matters over 70 golf courses immersed in unique scenariosfrom Franciacorta to Garda, from Brianza to Lake Como. It’s not just sport, but a package that unites luxury resort, excellent hospitality and iconic landscapescapable of attracting high-end international tourism and generating economic value for the entire territory.
2026 Olympics: they fly for the whole region
The gaze is already turned to Milan-Cortina 2026. In the panel dedicated to Valtellina it was reiterated how the Games represent a historic occasion: +15% up to +60% of post-Olympics tourist flows434 million euros already allocated to infrastructure and a symbolic route, “Olympic Hearts”which will cross the 12 provinces of Lombardy. Milan will be the gateway, Valtellina the heart of the races, but all of Lombardy – fashion, design, nature and food and wine – will conquer the global stage.
International agenda and new challenges
The TTG is also economic diplomacy. Planned meeting with the Minister of Tourism of Jalisco (Mexico) and various focuses on accessible tourismartisan innovation with “Artisans 4.0”valorization of Carolingian Way and promotion of food and wine excellence. A packed agenda that confirms the Lombardy Region’s desire to position itself as international tourist hub.
