The findings suggest that there is no simple, linear correlation between tourism density and urban livability. In some neighborhoods, high or medium levels of tourism coincide with some of the highest reported satisfaction levels among residents, indicating a more nuanced relationship than the concept of “overtourism” typically implies.
The study was launched in June 2024 and combines big data analytics with direct resident feedback. It draws on over 130 digital sources as well as a structured survey of more than 500 Milanese citizens. Together, these inputs provide a neighborhood-level picture of how tourism interacts with everyday life.
Contrasting neighborhood experiences
Results show that the impact of tourism varies widely across Milan. In Municipality 6, which includes Barona, Lorenteggio, and Navigli, medium-to-high levels of tourism are associated with some of the best quality of life ratings in the city. Contributing factors include abundant green space, cultural activity, and visible urban renewal projects.
In the Historic Center, where visitor flows peak, residents also report high levels of livability. This is attributed to strong services and a robust socioeconomic profile.
By contrast, in neighborhoods such as Città Studi, Lambrate, and Porta Venezia, the presence of cultural venues and universities attracts both visitors and students, but residents report lower satisfaction. Challenges here include congestion and limited access to green areas. Meanwhile, Municipality 8, which experiences relatively low tourist pressure, nonetheless shows some of the highest livability scores, underlining that quality of life depends on more than tourism numbers alone.
Resident perceptions of tourism
The survey found that a majority of residents view Milan positively despite rising visitor numbers. Three out of four respondents (75%) evaluated the city’s essential services favorably, while 74% highlighted appreciation for its cultural offerings. Additionally, 63% agreed that tourism contributes to making Milan more dynamic.
At the same time, concerns persist. Seventy-seven percent of respondents associated tourism with increased living costs, and 59% said they feel quality of life has declined in the past three years, citing higher expenses and a sense of insecurity. Only 32% believed that tourism poses a threat to Milan’s cultural identity.
Commenting on the findings, Mirko Lalli, CEO and Founder of The Data Appeal Company – Almawave Group, said: “The relationship between tourism and quality of life is not automatic and varies from district to district. Our model, which integrates objective data with residents’ voices, offers policymakers a replicable tool to manage tourism flows more sustainably across European cities.
Susanna De Luca, Senior Research Manager at Doxa, emphasized the importance of combining quantitative data with qualitative insights: “Beyond the methodology, the real value lies in questioning a dominant narrative: in Milan, at least in some neighborhoods, tourism is not perceived as a burden, but as a factor that can coexist – even positively – with quality of life.”
Implications for the travel trade
For travel professionals, the study underscores that tourism’s impact on cities cannot be generalized. Instead, it depends on the interplay of infrastructure, local services, socioeconomic conditions, and community perceptions. This more granular understanding could inform both destination management and the development of more sustainable urban tourism strategies.
Tags: Susanna De Luca, Doxa, Mirko Lalli, The Data Appeal Company – Almawave Group, Milan
