Monza bets on taste: Massari, "Tourism is born at the table"

Monza bets on taste: Massari, "Tourism is born at the table"

Regional tourism councillor Debora Massari visited Monza to present a strategy prioritizing food and wine, slow tourism and experiential offers. Massari emphasized that Monza and the Brianza area have cultural and landscape assets that can be better promoted through local products and dedicated routes.

The visit included key sites such as the Villa Reale and the Autodromo, along with meetings with trade associations and local institutions. The stated aim is to create a tourism narrative that reduces seasonality and lengthens visitor stays.

• Gastronomy focus: proposals to enhance local products via IGP, PDO and municipal designations (De.Co.), e.g. luganega, Monza-style risotto, Oreno potato.
• Slow tourism: promotion of walking routes, nature trails and bike itineraries.
• 2025 figures: around 588,000 arrivals and 1.18 million overnight stays; average stay up to 2.2 nights.
• Flagship events: the Grand Prix and the Atp Monza Open continue to boost the area's appeal.

Massari highlighted the need to network cultural, gastronomic and artisan excellence, engaging SMEs to support local tourism development. The strategy aims to turn international events into opportunities to showcase local specialties and lesser-known itineraries, encouraging longer and more evenly distributed visits throughout the year.