The Lombardia Style has landed in New York. "Destinazione Lombardia" was recently presented in New York at the exclusive Bar Milano of Eataly on 5th Avenue. An evening organized in collaboration with Enit, the national tourism agency, was dedicated to the "Lombardia Style", a new regional territorial marketing brand that identifies the excellences of Lombardia.

From landscapes to art, from culture to tradition, from fashion & design to food and wine, the tourism experiences that Lombardy can offer are innumerable. Strongly desired by the Regional Councillor for Tourism, Territorial Marketing and Fashion, Barbara Mazzali, the project was unveiled to American media, local authorities, and the most important tourism industry operators.

"Lombardia continues to confirm itself as a top destination for foreign tourists, who represent approximately 67.7% of total visitors," Mazzali noted. "Americans are among the top nationalities. In 2023 – the councillor recalled – the region recorded 2.5 million overnight stays by tourists from the USA. From January to August 2024, this figure is around 1.8 million. The American market is therefore a key reference for Lombardia. We are proud to present the 'Lombardia Style' in New York, through which we continue to highlight the distinctive character of our region. This project is the result of collective work that celebrates the distinctive characteristics and excellences of Lombardia. In doing so, it creates a network that unites all the protagonists of our region."

The New York event, characterized by a tasting of typical Lombard products, was accompanied by the presentation of the new 'Boundless Beauty' campaign. Directed by Paolo Zambaldi, it is an invitation to explore the infinite possibilities offered by the extraordinary places of the Lombard territory. In addition to the documentary film, the glossy pages of the 'Lombardia Style' magazine were also illustrated, which tells of an unprecedented Lombardy, made of surprising itineraries.

"Lombardia is not just Milan," Mazzali declared. "It is a symphony of twelve provinces, each with its own unique voice. From the breathtaking landscapes of Lake Como and Lake Garda to the Alpine peaks of Valtellina. From the historic towns of Mantua and Cremona to the industrial innovations of Monza and Brianza, each province tells a story of excellence and identity. It is a mosaic of culture, nature, food and wine, and craftsmanship that makes our region a world to explore and love."

"In New York," the councillor concluded, "we told Americans all of this. All of this to make them experience, through flavors, colors, and images, what we call Lombardia Style – a perfect synthesis of culture, innovation, and a taste for beauty."