The Via Montenapoleone tony shopping thoroughfare.

MILAN The Montenapoleone District was front and center at the forum Shopping Tourism 2019, promoted by the consulting and research company Risposte Turismo.

After Rome in 2016 and Florence in 2017, the third edition of the Italian forum focused on tourism in Milan, viewing the Montenapoleone District as increasingly a global symbol of the Italian way of life.

“In the last 10 years we have strengthened our identity through the creation of territorial marketing formats and projects, contributing to making Milan an international attraction. We have transformed a shopping district into an experiential destination that is a mix of high-end culture and lifestyle,” said Montenapoleone District secretary general Umberto Griggi.

The association represents the more than 150 global luxury brands in the streets of Via Montenapoleone, Sant’Andrea, Verri, Santo Spirito, Gesù, Borgospesso, Bagutta and San Pietro all’Orto, promoting the excellence of Milan’s luxury fashion golden shopping area worldwide.

Montenapoleone District’s aim is to plan, organize and run events of various types — cultural, charitable and commercial — to sustain the growth and quality of trade and services, benefiting both associates and their clients.

The fashion district accounts for 25 percent of Lombardy’s market share and 12 percent of Milan’s GDP, while Via Montenapoleone ranks as the fifth street in the world for turnover per square meter, with a flow of 25,000 people, of which 80 percent are non-Europeans, a day.

To welcome international tourists, the Montenapoleone District in 2015 launched — in partnership with Global Blue, Planet, Tax Refund and Ferrari Tax Free for You — the Montenapoleone VIP Lounge, a multifunctional space providing its clients with customized benefits, including concierge service and dedicated assistance with check-in and VAT refund formalities without stress or queues at Milan’s airports.

Montenapoleone VIP Lounge “is the first and only lounge designed to pamper customers and offer them a range of services that have never been made available in one place at one time,” said the association’s president, Guglielmo Miani.

In the first half of 2019, the Montenapoleone District recorded a sales increase by tourists of 18 percent, compared to the same period last year, as reported by Global Blue.

“Among the main nationalities shopping in the district, Chinese customers have reached the first place, with more than 30 percent of purchases. For this reason, it is our task to welcome them in the best way by responding to their expectations in terms of offer and services,” added Miani, revealing the second edition of the Chinese New Year’s celebrations in the district at the end of January.

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