A biennial agreement aimed at enhancing Milan and Lombardy's international competitiveness through cultural marketing has been signed between prominent cultural institutions and the Fiera Milano.
A new biennial agreement has been signed by the Fiera Foundation and various cultural institutions in Lombardy, focusing on the role of culture as a driving force behind regional marketing and internationalization efforts for Milan and Lombardy. This initiative aims to enhance the international competitiveness of the region by systematically promoting the artistic and creative heritage of the area.
The agreement, known as the Protocol for the Promotion and Enhancement of Artistic and Cultural Heritage, includes collaborations between Fiera Milano, Fiera Milano spa, and the key cultural and institutional entities within the territory. Project designers emphasize that this collaboration represents an evolution of the Culture Table initiative launched in October and aligns with the broader strategy of the Alliance for Made in Italy, which is championed by the Fiera Foundation.
The primary objective of this partnership is to create an integrated model that combines the exhibition system with strategic assets in the region, ultimately intended to reinforce its international competitiveness and generate shared value. By leveraging local cultural resources, stakeholders intend to drive marketing efforts that enhance Milan's identity on the global stage, ensuring the capital of Lombardy thrives as a cultural and creative hub.
