Italy: The Final Chapter — From Milan’s Magic to Bologna’s Flavours
By Gift Khosa
We’re back with the final wrap-up from our unforgettable Italy trip — a journey full of food, learning, and adventure. From exploring Milan’s stylish streets to locking eyes (yes, for real!) with Lewis Hamilton, this trip had everything.
From Milan to Bologna — Road Trip Goals
Our last day started bright and early at the beautiful Excelsior Hotel Gallia, our home in Milan for three nights. After one last walk around the hotel to soak it all in, we hopped into a shuttle for a two-hour ride to Bologna — known as Italy’s food capital (and you know we love our food!).
The drive was picture-perfect — rolling hills, charming little houses, and that classic Italian countryside view that makes you want to pull out your camera every five minutes.
Inside the Future of Smoke-Free Innovation
Our first stop was Philip Morris Manufacturing & Technology Bologna (PMMTB), a world-class site known for training, innovation, and large-scale production of smoke-free tobacco products.
We joined a panel discussion called “The Art of Making” with top Philip Morris leaders like Mykhailo Shurinov, Pasquale Frega, Mircea Scaunasu, and Jacob Preisler.
Images captured by The Guide Team
Here are a few highlights from their talk:
- 16 factories worldwide have switched to making smoke-free products.
- Countries that know more about smoke-free options are switching faster to these alternatives.
- Philip Morris has a diverse range of products — IQOS, ZYN, and VEEV — for the world’s one billion smokers.
- The vapour category is one of the fastest-growing globally, with PMI competing with brands like BAT.
- VEEV is now available in 44 markets, with South Africa joining in September 2025 — two years after its global launch.
- IQOS now brings in over $10 billion in yearly revenue — a massive milestone reached less than ten years after launch.
- ZYN, which came after PMI bought Swedish Match, is now the number one nicotine pouch brand worldwide. In South Africa, top players include ZYN, Velo, Fix, Ace, and Iceberg.
Touring the Factory — High Tech Meets Human Touch
After the panel, we geared up for the factory tour — lab coats, gloves, safety shoes, and no jewellery allowed. Safety first!
The facility is modern, high-tech, and surrounded by peaceful ponds — a calm touch in such a busy space. It’s the result of an investment of over €1 billion, making it Italy’s biggest factory built from scratch in the last 20 years.
Even though the site is full of robots and advanced machines, people still play a huge role. Over 1,700 employees work across the Crespellano and Zola Predosa sites, both certified as Top Employers for their great workplace culture.
It reminded us of our visit to ZYN’s factory in Sweden last year — another eye-opening look into innovation. Next on our list is a visit to the VEEV factory in China to see how vapour technology comes to life.
Dinner in Bologna — Ending on a Delicious Note
We ended the day at Trattoria da Cesari, a cosy, family-run restaurant famous for its authentic Bolognese food. From the first bite of tagliatelle al ragù to the last sip of wine, it was pure perfection.
If you ever visit Italy, make sure Bologna is on your list. Between the food, the friendly locals, and the beautiful old buildings, it’s the kind of city that captures your heart instantly.
Until next time, Guid-ians — arrivederci from Italy! 🇮🇹❤️
Images sourced from PMI media centre
