ATM DUBAI FAIR, Mazzali: with Lombard Charm We Conquer a High-Potential Market.

The regional councillor visits the most important fair in the middle east: we attract high-spending tourists from the united arab emirates to generate wealth in our territories.

Lombardy lands with all its charm in the capital of luxury and innovation in the middle east: Dubai, in the United Arab Emirates. from april 28 to may 1, Lombardy is participating in the 32nd edition of the Arabian travel market (ATM), the largest tourism industry fair in the middle east, hosted at the dubai world trade centre.

An exhibition space within the Italy pavilion – coordinated by enit – becomes a showcase of lombard excellence, accompanied by six operators from the integrated tourism supply chain.

Representing Lombardy is Barbara Mazzali, regional councillor for tourism, territorial marketing and fashion, who attended the inauguration of the Italy area alongside Ivana Jelinic (CEO of Enit), Gianluca Caramanna (advisor to the minister of tourism), and Lorenzo Fanara (Italian ambassador to the Emirates).

“The United Arab Emirates represent a strategic hub for high-end tourism,” said Mazzali. “this is where international travelers with strong spending power come together, seeking authenticity, sophistication, and uniqueness. and that is exactly what Lombardy has to offer,” she added. “we are a destination that combines top-tier hospitality, breathtaking scenery, and services of the highest quality.

2025 is shaping up to be a positive year: we estimate a 2% increase in arrivals and a 1.4% rise in overnight stays in the luxury segment, confirming our region’s growing appeal.”

Lombard elegance, between history, fashion, and flavors – within the stand, the authentic soul of lombardy comes to life: from the golden reflections of its lakes to its art cities, from fashion that sets international trends to high-end shopping, all the way to food and wine excellence.

“Our goal is to attract high-spending travelers who want to enjoy exclusive experiences and actively contribute to the local economy,” continued Mazzali. “Lombardy is not just a destination: it’s a world to discover, a lifestyle to embrace. Villages overlooking crystal-clear lakes, historic residences transformed into charming hotels, itineraries through the vineyards of Franciacorta or along the fashion streets of Milan: every offer is designed to provide beauty, comfort, and authenticity. This is how we turn tourism into a real economic policy, capable of generating widespread value.”

LAKE COMO AND GARDA, SYMBOLS OF ITALIAN LUXURY

Alongside the Lombardy Region, leading organizations like the Chamber of Commerce of Como-Lecco and Visit Brescia are also engaged in targeted promotional activities aimed at capturing the attention of Middle Eastern audiences.

“Lake Como is our calling card in the world of luxury tourism,” Mazzali explained. “But alongside this global icon, we also showcase the appeal of Lake Garda, Franciacorta, and the Lombard Alps.

These are destinations that speak the language of excellence, natural beauty, and authentic culture. They target an international audience increasingly focused on quality, well-being, and the uniqueness of the experience.”

ATM, THE MOST IMPORTANT FAIR IN THE MIDDLE EAST 

The Arabian Travel Market has been the most important trade show in the Middle East for over thirty years and is one of the most influential business platforms globally.

With over 55,000 participants expected, the 2025 edition anticipates the arrival of around 37,000 visitors, including more than 7,000 highly qualified buyers.

The event hosts 2,800 exhibitors from 161 global destinations, establishing itself as a key hub for leisure, luxury, and incentive tourism.