A new study presents a counterintuitive finding for Milan: increased tourist traffic does not necessarily correlate with a lower quality of life for its residents. The research, conducted by The Data Appeal Company—an Almawave Group firm specializing in big data and AI analytics for tourism—and Doxa, a leading Italian research institute, reveals a more complex urban landscape.
Initiated in June 2024, the study aimed to analyze the impact of overtourism using objective data and resident perceptions. The findings, which integrate over 130 digital sources analyzed by The Data Appeal Company and a structured survey of over 500 residents by Doxa, depict a city of diverse and evolving balances.
Researchers found no linear correlation between perceived quality of life and tourist presence. In some districts, higher tourism coincides with high levels of citizen satisfaction. The most emblematic case is Municipality 6 (Barona, Lorenteggio, Navigli), which has a medium-high tourism pressure index yet boasts one of the highest perceived quality of life scores in the city. This is attributed to its green spaces, cultural offerings, pedestrian-friendly areas, and continuous urban renewal.
Similarly, Municipality 1, the historic center, endures the highest tourist pressure but maintains an excellent perceived quality of life, supported by high-level services and a high socioeconomic profile, including an average annual income exceeding €80,000.
The study highlights how livability depends on a broader set of factors than tourism alone. For instance, Municipality 3 (Città Studi, Lambrate, Porta Venezia) is culturally attractive but has a lower quality of life due to lack of green space, traffic congestion, and saturated public areas. Conversely, Municipality 8 (Gallaratese, Quarto Oggiaro) has low tourism pressure but a surprisingly high quality of life. Other municipalities show varying combinations of medium tourism pressure and mid-to-low quality of life scores.
The survey also captured resident sentiments: 75% of Milanese rate essential services positively, 74% value the cultural offerings, and 63% believe tourism makes the city more vibrant. However, challenges remain; 77% blame tourism for driving up prices, and 59% feel the quality of life has worsened over the last three years, primarily due to the high cost of living and a perceived sense of insecurity. Only 32% believe tourism is eroding the city’s cultural identity.
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