Monza and Brianza focus on food, culture, sport and walking routes to

Monza and Brianza focus on food, culture, sport and walking routes to boost tourism

On 9 April 2026 Regional Councillor for Tourism Debora Massari visited Monza to meet local operators, artisans and businesses and to assess new strategies to boost tourism in the city and the province. Confcommercio data show a 25% increase in tourist flows over the last two years and a rise in average length of stay from 1.5 to 2.9 nights.

Planned measures aim to broaden the offer beyond major sporting events by highlighting:

• wine and food trails and recognitions for local products;
• slow tourism routes, including religious and landscape walks;
• cultural sites and heritage as experiential storytelling assets;
• sporting activities and year‑round event-linked hospitality.

The goal is to turn local entrepreneurs, artisans and excellence into storytellers of the territory and to develop territorial marketing that encourages longer stays. The Region also plans to target markets with higher spending propensity for experiential tourism.