Over 1 million visitors in the 2023 season for the Terre Borromeo destinations on Lago Maggiore. Isola Bella, Isola Madre, Parco Pallavicino and the Rocca di Angera registered an unprecedented result as regards admissions, which grew by 11.63% compared to last year. The season, which began in March and concluded on 5 November, will resume on 16 March 2024.

When we analyze the data in detail, what is highlighted for each of the destinations is an increase in visitor numbers on an annual basis. As is traditional, Isola Bella was important in driving results and accounted for 53% of overall admissions. It was followed by Isola Madre (approx. 30%), Parco Pallavicino (approx. 12%) and Rocca di Angera (7.5%), which, among the various museum sites, showed higher growth compared to 2022, equal to 14.30%.

As regards types of tourists, the individual segment increased (8%) and the organized segment even more (25%), subdivided into schools (48.7%) and groups (22.7%). Foreign tourism was predominant and returned to pre-pandemic levels: 65% of admissions to the Terre Borromeo destinations were represented by foreign visitors, mostly German and French (74%).

Also contributing to the achieving of these results were certain prestigious events organized during the course of the season, which gave the entire territory exposure at worldwide level: on Isola Bella, for the first time in its history, a fashion show was staged, with presentation of the Cruise collection 2024 by Louis Vuitton.
The island was thus transformed into the stage for one of the most outstanding fashion houses in the world. On the Lombard side of Lago Maggiore, an international dimension entered the historic rooms of the Ala Scaligera at the Rocca di Angera with the “Oltre il buio” contemporary art exhibition curated by the Galleria Franco Noero. Works by 15 artists told and celebrated the story of the development of light from the very origins of humanity.

In terms of sales, in the 2023 season Terre Borromeo registered over 20 million euros, with a growth of 24% compared to last year. Admissions accounted for 70% of the economic data. Added to these were services associated with shopping and food experiences, which amounted to approximately 16%. In the sphere of Terre Borromeo experiences, a positive trend was also registered for the Mottarone Adventure Park, with in increase in revenue of 19% compared to 2022 and a significant upsurge in sales deriving from e-bike and bicycle hire (+94%).