When the Municipality tried to launch the initiative a year ago it was October 5th. Almost two weeks after the curfew was triggered in Lombardy, in November the red zone practically never took off. Semi-closed borders, very high Covid emergency, shutters down. Is the second good? Hopefully. From December 1st to March 31st 2022, «Fly to Milan» will be launched, the promotion that will allow holders of a plane ticket to Malpensa or Linate who book at least two nights in one of the partner hotels to extend their stay with an additional free night. The departure destination can be independently from an airport abroad or in Italy. The initiative is promoted by the Municipality, Sea and the hoteliers’ associations (Federalbeghi, Assolombarda and Atr Milano) through the Milano & Partners agency, which will collect the subscriptions and will publish the complete list of participating hotels on the Yesmilano.it website. The owners will be able to adapt the offer, in some cases it will be allowed to use the third free night even on the occasion of another trip under the Madonnina. As stated in the municipal decision signed in recent days, “the recent improvement of the pandemic situation, with the consequent relaxation of the restrictive measures, has allowed a resumption of tourist flows and therefore the possibility of starting to resume planning and tourism promotion international”. The reactivation of «Fly to Milan» is therefore one of the «tools» to «promote the destination of Milan and stimulate the desire to return to travel». And very shortly, the “Christmas in Milan 2021” promotion campaign will also start, which includes billboards and commercials aimed at Italian tourists and in some European and non-EU countries on the initiatives planned during the holidays, from exhibitions to markets. The “3×2” offer in hotels also extends until the end of March but starts right at the beginning of December, to entice visitors to already take advantage of the Sant’Ambrogio Bridge when the Prima della Scala opens, the Christmas market is inaugurated in piazza Duomo, the Oh Bej Oh Bej fair, the lights and trees in the squares come on.
The president of Apam (Milan-Confcommercio Hoteliers Association) Maurizio Naro recalls that last year, when the “Fly To Milan” promotion was launched, “unfortunately without follow-up since we entered the red zone almost immediately”, they joined in a short time about fifty hotels, including 5 stars. Now he obviously hopes that “the number will be larger, with hotels ranging from one to five stars and distributed among all areas of the city”. He specifies that even before Covid the months of December and January were “a low season” for Milan, these initiatives can give a boost to the slow (for now) recovery of tourism. He was looking with concern at the No Pass demonstration scheduled two days ago for the seventeenth consecutive Saturday, “luckily there was no wild procession. Looking at the trend of bookings from today to the next six months, in 2019 there were already a quarter of the rooms blocked in the same period, now they are at 10/12% and perhaps it is also due to the marches of the last few weeks. We hope that the easing of tension can pick up the pace of bookings. Together with the offer of the free night, perhaps you can also hook up to a business trip, one more day to devote to shopping and culture ».