The widespread idea that increasing tourist flows inevitably undermine residents’ quality of life does not fully apply to Milan. According to new research, there is no linear correlation between overtourism and urban well-being. In fact, in some areas of the city, a higher tourism presence actually coincides with greater resident satisfaction.
This is the main finding of the first white paper on overtourism and quality of life in Milan, conducted by The Data Appeal Company – Almawave Group and Doxa. The study, launched in June 2024, integrates big data analytics with residents’ perceptions to provide a comprehensive picture of how tourism interacts with urban life.
