Eventing Milan presents MAP – Milan Ambassador Programme

Eventing Milan, the city Convention network, presented the new official Milan Ambassador Programme – MAP – designed and implemented in cooperation with the Municipality of Milan.

The project was revealed during the MAP Award 2017, held on September 20th in the beautiful setting of Palazzo Marino, headquarter of the Milan City Hall and located just in front of the Opera House La Scala.

An excellent panel of guest speakers explained how crucial is that all city stakeholders collaborate with the common aim to develop the meeting industry of Milan.

These were: Roberta Guaineri, Councilor for Tourism, Sport and Quality of Life at Milan City Hall, Diana Bianchedi, Olympic fencing champion and member of the IOC, Stefano Centanni, Professor of respiratory diseases at Milan University, and MiCo’s CEO Francesco Conci.

The experts agreed on the unlimited potential of the city to host major and international events thanks to its unique and innovative transport infrastructure, accommodation offer, high-end convention centre and so on.


MAP – Milan Ambassador Programme – aims to increase the number of international association and corporate events hosted in Milan thanks to an active collaboration between Eventing Milan, which coordinates the city congress stakeholders and related services, and the scientific and academic communities.

Eventing Milan rewarded 25 representatives of Milanese scientific and academic communities with the role of Milan Ambassador and a plaque recognizing their recent and forthcoming contribution to bringing internationally important congresses to Milan (the most recent was ERS, the annual gathering of the European Respiratory Medicine Society, which had been absent from Italy since the year 2000, with the participation of over 22 thousand delegates in the MiCo premises).

The audience was made up of about qualified representatives of research institutes, doctors, scientists, professionals, university lecturers and key corporate managers who can be potential future Milan Ambassadors.

The congress tourism hosted in the metropolitan area of Milan in 2016 generated a direct turnover, between participants and organizers, of 886.44 million euros, corresponding to approximately 0.5 per cent of the area’s GDP. About 20 per cent of the total overnight stays in Milan involved meeting participants, placing Milan among the meeting industry’s most popular destinations.

Followed by Vienna Barcelona and Amsterdam.

Subscribe to B.E.S.T. Milan blog