Milano, una piattaforma digitale per connettere fiere e territorio

My Fair Plus, a digital platform aimed at connecting exhibitions with the territory, was unveiled yesterday at the Teatro alla Scala in Milan. Launched by Fondazione Fiera Milano, the platform seeks to enrich the stay of visitors and exhibitors in Italy by offering cultural opportunities, event calendars and transportation guidance through train travel.

According to Giovanni Bozzetti, president of Fondazione Fiera Milano, "With My Fair Plus, we put the strength of the fairs at the service of the territory." In total, over 4.5 million people visit Fiera Milano's events annually, but through the promotion of these events, the platform aims to reach a potential audience of around 15 million people worldwide.

The platform was supported by Minister for Tourism Gianmarco Mazzi, who emphasized the technological nature of international tourists and their reliance on social media for trip planning. Over 80% of tourists now research their travel experiences online, and this trend has increased further due to the use of artificial intelligence.

Italy's fair system, Mazzi noted, has engaged 18.5 million visitors by 2025, making the country the 4th most visited in the world and the 2nd in Europe, after Germany. Milan, he added, has been the driving force behind Italy's fair system.

Partners in the project include Teatro alla Scala, Trenitalia, Trenord, Fondazione Qualivita, and Ambasciatori del Gusto. Fortunato Ortombina, superintendent of the Scala, said, "Creating opportunities for meetings between individuals arriving in Milan for work and the city's cultural excellences means offering a more complete experience of the city and highlighting its welcoming and open nature."

The platform marks the first concrete result of a protocol for the promotion and artistic-cultural valorization, established through the collaboration between Fondazione Fiera Milano, Fiera Milano, the Region of Lombardy and the major cultural entities of the area.