Lombardy Rebrands Tourism with New Campaigns and Strategic Boost

Lombardia has unveiled the inLombardia reBrand Journey, a rebranding initiative for the region’s tourism system formerly known as Solo inLombardia. Presented on April 15 at Palazzo Lombardia, the strategy aims to strengthen the region’s positioning through a cohesive narrative targeting national, European, and long-haul markets.

The plan includes coordinated campaigns, digital content with local ambassadors, participation in international fairs, and B2B activities, emphasizing regional assets such as craftsmanship, cuisine, villages, culture, and sports. Projections for 2025 estimate 22.4 million active visitors and 56.8 million overnight stays, with key markets including Germany, Poland, Turkey, the UK, the US, Canada, and China. The initiative anticipates over 60 million overnight stays by 2026, growing to more than 65 million by 2028, with a three-year growth rate of 16%.
Italian Version