Summit Art Creations, ShutterstockMilano Fashion Week is set to draw nearly 150,000 attendees to Milan, sparking a 13.3% increase in flight bookings compared to last year, according to The Data Appeal Company. The event, dedicated to Women's Spring/Summer 2027 collections, will take place from 21 to 28 September and is expected to boost tourist spending by 1.7%.
The surge in flight bookings is largely driven by increased interest from East and Southeast Asia, with South Korea, Hong Kong, China, and Japan showing significant growth. Improved air connectivity, including new direct routes from Asiana Airlines and Air China, has facilitated this rise. The United States remains the top source market, with a 25% increase in bookings, whilst Denmark and Sweden lead growth in Europe.
Hotel pricing trends reveal a mixed picture. Whilst 3- and 4-star hotel rates have decreased by 9.4% and 3.5% respectively, 5-star rates have risen by 19%, indicating sustained demand from high-spending travellers. The event's impact extends to tourist spending, with hospitality, food and beverage, and transportation seeing increased expenditure. Notably, food and beverage spending has grown by 4.6%, highlighting the importance of dining experiences for international visitors.
Carlos Cendra, Chief Marketing & Communications Officer at Data Appeal, noted, "Milano Fashion Week's numbers confirm how fashion events are among the most resilient drivers of high-value tourism." He emphasised the importance of identifying target markets and measuring the impact of such events for destination branding.
As Milano Fashion Week continues to attract global attention, it underscores the city's role as a key player in luxury tourism, even amidst economic and geopolitical challenges.
This story was selected and published by a human editor, with content adapted from original press material using AI tools and checked by the editor before publication. Spot an error? Report it here.
