International Tourism Forum to Address Undertourism in Milan
Milan, January 20, 2026 – The third edition of the International Tourism Forum, titled “Undertourism, the challenge of Italy to discover,” is set to take place in Milan at the Palazzo del Ghiaccio on January 23 and 24, 2026. This significant event, promoted by the Ministry of Tourism in collaboration with ENIT S.p.A., will bring together key stakeholders to discuss the future of sustainable tourism in Italy.
The forum will delve into critical themes such as undertourism and the strategic valorization of Italy’s lesser-known destinations, including villages, inland areas, mountains, and smaller islands. The objective is to foster a more sustainable and widespread development of Italian tourism, moving beyond traditional, overcrowded destinations.
Key Discussions and Participants
The proceedings will be moderated by Nicola Porro and Giancarlo Rondinelli, who will guide discussions on how to unlock the potential of these unique territories. The event is expected to draw a diverse range of participants, including government representatives, mayors, industry operators, trade associations, and national and European institutions. International platforms and prominent figures from the cultural and sports sectors will also share their insights and experiences.
A particular focus will be placed on engaging administrators from local territories. This collaborative approach aims to facilitate a dialogue on the challenges and opportunities presented by sustainable tourism, especially in light of the upcoming Winter Olympic Games Milano-Cortina 2026. The Olympics are seen as a significant catalyst for regional development and an opportunity to showcase Italy’s diverse landscapes and cultural heritage to a global audience.
Agenda and Invitation Details
The forum’s agenda includes a series of in-depth sessions and discussions designed to explore innovative strategies for promoting undertourism. Participants will have the opportunity to engage in collaborative exchanges, contributing to the formulation of policies and initiatives that support the sustainable growth of the tourism sector.
An invitation letter has been extended to mayors across Italy, encouraging their active participation in the forum. Their presence is deemed crucial for a comprehensive understanding of local needs and for aligning national tourism strategies with regional development goals. The full program of the event and the invitation letter to the mayors are available as attachments.
Looking Ahead: Milano-Cortina 2026
The timing of the forum is particularly relevant given the proximity of the Milano-Cortina 2026 Winter Olympic Games. This major international event is expected to significantly boost tourism in the Lombardy region and beyond. The forum will serve as a platform to discuss how to leverage the visibility and infrastructure developed for the Olympics to promote sustainable tourism in the long term, ensuring that the benefits extend to all parts of Italy, including those less frequented by tourists.
The discussions will also touch upon the economic implications of undertourism, exploring how to create new revenue streams and employment opportunities in areas that have traditionally been overlooked by mass tourism. By focusing on authentic experiences and preserving local culture and environment, Italy aims to attract a new generation of conscious travelers.
The International Tourism Forum in Milan represents a crucial step towards redefining Italy’s tourism landscape, emphasizing sustainability, authenticity, and the discovery of its hidden treasures. The insights and collaborations fostered during these two days are expected to lay the groundwork for a more resilient and inclusive tourism model for the entire country.
Source: https://anci.lombardia.it/dettaglio-news/20261191537-forum-internazionale-del-turismo-%E2%80%93-milano-23-24-gennaio-2026/
