White Milano participated in Tourise, the Global Tourism Summit in Riyadh, a pioneering platform shaping the future of travel worldwide. Brenda Bellei, the ceo of White Milano, joined international leaders and visionaries during the roundtable for a dialogue on how culture, authenticity, and innovation can redefine a more human and sustainable model of tourism.

During her intervention, she emphasized how fashion is more than creativity and style, highlighting the growing cultural and economic bridges between Italy and Saudi Arabia. It is a true tourism experience capable of generating a strong economic impact for the cities that host it. Fashion events attract professionals, buyers, journalists, influencers, and tourists who all contribute to the local economy. Milan is the perfect example. She also underlined how this model can now be successfully replicated in Riyadh, a city investing decisively in culture, design, and experiential tourism. With a structured international incoming plan and solid public, private partnerships, Riyadh is poised to become the new fashion and lifestyle hub of the Middle East.

Through the strategic partnership and the launch of the first showroom in Riyadh, White Milano is committed to driving this transformation, helping to establish the city as a new global capital for fashion, culture, and lifestyle.

Riyadh's fashion sector continues to advance thanks to international partnerships that expand opportunities for designers and strengthen the Kingdom's global creative influence.

Image: Italian delegation at Tourise 2025