Milan and New York City announced a first-ever city-to-city partnership to boost tourism.

Milan and New York City Announce City-To-City Tourism Partnership to Expand Travel Between the Two Destinations


The Trade, Productive Activities, Tourism and Territorial Marketing Department of the City of Milano, joined NYC &Company, New York City’s official destination marketing organization, to announce a first-ever city-to-city partnership to boost tourism between Milan and New York City. Deputy Mayor, Trade, Tourism and Territorial Marketing of the City of Milan Franco D’Alfonso and NYC & Company President and CEO Fred Dixon made the announcement this morning at Palazzo Marino. The two-year agreement—the first of its kind between New York City and a city in Italy—includes a reciprocal multimedia marketing exchange between the two destinations, joint promotional support and the sharing of best practices in tourism.

“This initiative has a deep strategic meaning, strengthening the dialogue between two important actors in the world of design, creativity and innovation: Milan and New York City”, said Deputy Mayor, Trade, Tourism and Territorial Marketing of the City of Milan, Franco D’Alfonso. “This collaboration will help increase the presence of American tourists in Milan. This year we already experienced an important growth of 16.48% also due to the effect Expo, from 195,453 in January – September 2014 to 227,663 in the same period of 2015”.

The city-to-city marketing exchange includes a swap of outdoor media in New York City and Milan. In Milan, about 700 posters promoting New York City in winter will appear beginning on November 13 in the center city, showcasing NYC & Company’s new seasonal campaign, “Unlock NYC.”

In New York City, bus shelters promoting Milan with an estimated 40.9 million impressions will appear throughout the city starting in mid-February 2016 for four weeks, promoting the Triennale design events beginning in April.

As part of the new agreement, New York City and Milan will also share best practices in tourism management in an effort to increase the number of visitors between both markets in the year ahead.

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