LONDON – After stopping in Innsbruck and Cologne, the Lombardy Region’s 10,000km-long tour has finally made its way to London. On board a fully branded #inLombardia bus, the tour features immersive experiences designed not only to entertain, but also to thoroughly present the full potential and the outstanding features of the Lombardy region through direct contact with possible future tourists to the Region.
It is the first ‘travelling’ storytelling initiative ever developed by an Italian regional institution and it will then continue to Paris. The bus is a tool used to represent the brand of the Lombardy region, which is growing sharply and becoming increasingly well-known abroad. The tour presents a region that can cater to complex and demanding tourists, please lovers of nature, culture and sport, and satisfy the most discerning of palates.
The Lombardy Region and its chamber of commerce network through Explora, the regional Destination Management Organization (DMO), have taken the initiative to bring the best of Lombardy’s tourism offer directly to some of the countries from where the region receives many visitors: Austria, Germany, the United Kingdom and France.
With over 16 million arrivals in 2017 and 39 million receipts - of which a mean share of 61% generated by international tourism (higher than the national average) - Lombardy has now firmly established its place among Italy’s most popular tourist regions, ranking number four for incoming tourism. Data on flows of tourists from the countries chosen for the tour have been consistently going up over recent years. For example, in the period 2013-2017, tourist spending in millions of euros reported a +392 increase from Germany, +271 from Switzerland, +170 from the United Kingdom, and +107 from France. This significant data shows that tourism in the region is constantly growing.
The #inLombardia bus will stop in areas with major tourist attractions and hot spots. All locations have been chosen with a view to reaching a high number of possible future tourists and a heterogeneous target base, and therefore include large urban areas and shopping centres, much like the location that characterises the event in London: King's Cross, an area which has recently undergone a process of urban regeneration that has made it one of London’s districts with the highest footfall today.
Inside the bus, several activities will be offered to both adults and younger guests, so that they can get to know an area rich in history, art, culture and pristine nature, as well as a wide range of diverse sporting activities. Multimedia totems will let them discover the treasures of the Lombardy Region by navigating freely between the various sections of the website in-lombardia.it, which is available in different languages and always updated and populated with content generated by an expert team based throughout the territory. Photobooth walls will also complement the offer with iconic images of Lombardy, especially designed for selfie lovers.
To provide a real visual immersion into the Lombardy Region, three screens will create the illusion of an all-round virtual ‘journey’ through local landscapes and experiences. Thanks to Kinect technology, which recognises the person's gestures, visitors will have the feeling of really moving through the space and land of the region.
Lombardy enthusiasts will also have the chance to participate in the Next Stop? #inLombardia contest. Up for grabs are a 6-night stay and other 12 weekends in the region. Full details of the contest can be found on the website nextstop.in-lombardia.it.
The tour will also be presented live on the #inLombardia social media channels, which now have more than 290,000 followers, and counting.
8/9 December – UK/London
15/16 December – FranceE/Paris