"The international system of exhibitions, fairs, biennials and scientific events is now extremely dense and pervasive. And although every year new crowds of global tourists (Chinese, Russian and even Indian) arrive on the scene, it is very difficult to make headway in such a fiercely competitive environment. [...] Why should 29 million visitors come to Milan in the summer of 2015? To see an extraordinary exhibition on food (the materials for which could be consulted in real time on our iPhones while we travel to India or Brazil to study their food policies first-hand)? Or to visit the beauties of Milan (no doubt about that, but some doubt about our ability to compete with much more aggressive competitors in this regard)? This is no laughing matter: if we want the Milan Expo not to be a flop, it is crucial that Milan gradually becomes a global centre of attraction on the theme of food."