Within the Destination Management module, a research project was carried out on the image of Milan as perceived by 1,200 tourists then present and hundreds of potential tourists in order to draw up guidelines for tourism growth strategy in the city, under the guidance of destination management academics and experts. The findings of the project, sponsored by the Milan Town Council, were discussed with the local institutions and a number of large tourism firms working in the city. This is the strategic plan for the city of Milan that the students of the Master in Tourism Management IV developed.

3. Methodology “ Visitor’s Perceived Image of Milan” “ Competitiveness of Milan in the Tourist Sector” MTM Destination Management Module Destination Strategy and Planning Prof. Morrison, Purdue University Indiana(USA) Destination Branding Prof. Pritchard, University Of Wales (UK) Community Attitudes to Tourism: Development Issues , Case Studies and Social Representations Prof. Pearce, James Cook University (Australia) Tourism Event Planning & Development Prof. Anderson, Purdue University, Indiana(USA) MILANO TOURISM STRATEGIC PLAN 2009 – 2014 Internet Research and Interviews

4. Plan View

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7. Plan View

16. PRODUCT Action Plan GOAL OBJECTIVES ACTION/STRATEGIES PRODUCT: Increase the attractiveness of the destination and satisfy different markets Improvement of skills of labor force to enhance the standard of services Give incentives to employees Offer linguistic and service skills courses to improve hospitality quality and cultural understanding. Create specific programs and education training with the main industry and trade groups Create and launch a tourism awareness campaign to illustrate the importance and benefits of tourism. Increase number of residents contracted by tourism Promote tourism and hospitality as a first choice career option