Milan and New York to exchange advertising and tour packages.
The two cities are capitals of business, creativity and innovation, as well as points of reference for fashion, style and design.
This makes them perfect partners, according to Fred Dixon, head of NYC & Company, the New York City's tourism board, who is in Milan to sign a two-year cooperation deal with the Italian city.
The first nine months of 2015 saw an increase of over 16 per cent in the number of US tourists in the city, compared with the same period of 2014. Milan councillor for tourism Franco D’Alfonso has no doubt that Expo Milan 2015 was the driving force behind the boost.
To ride on the momentum of incoming New Yorkers, the two tourism chiefs have signed a memorandum of understanding to exchange outdoor advertising spaces. Milan will post 700 spreads from the world-wide “Unlock NYC” campaign in strategic positions around the city, and New York will sing the praises of Milan on bus stops for an estimated 41 million contacts.
The two tourist authorities will also exchange examples of best practice to improve the experience of visitors to each other’s home town.
An accord with Italian tour operator Best Tours is to promote packages to explore the attractions that New York can offer in the winter season.