S&B, the Milan Municipality and ENIT (National Italian Board for Tourism) have cooperated to promote eligibility of the City of Milan as location for the 37th International Convention of LGBT Tourism by LGLTA. The City of Milan has struggled against world capitals, such as Athens, Tel Aviv, Brussels, Sydney and has won its candidacy. Thanks to institutional contacts with the American Consulate in Milan, many international partners endorsed the project: San Francisco Travel Association, European Travel Association, Belmond Hotels and many others.
