Bleisure in Liguria

Liguria stands out as a highly competitive bleisure destination, combining accessibility, quality infrastructure and a diverse territorial offer. Located in Northwestern Italy, within close proximity to key hubs such as Milan and well connected to major European markets, it provides an efficient setting for business events enhanced by leisure experiences.

The region’s MICE ecosystem is both extensive and versatile, featuring convention centers, institutional venues, historic residences, upscale hotels and luxury properties. Key hubs include Genoa, alongside internationally renowned destinations such as Portofino and Cinque Terre. 

A key asset in Liguria’s positioning is Meet in Liguria, the regional consortium coordinating and promoting the MICE & Wedding offer. Working in close synergy with the Regional Agency “In Liguria” and local institutions, it brings together convention bureaus, DMCs and key operators, providing international planners with a single, reliable and operational gateway to the destination. 

One of Liguria’s main competitive advantages lies in its compact geography, enabling seamless integration between business and leisure. Within short distances, participants can move from conference sessions to outdoor activities, culinary experiences or cultural visits, maximizing both time efficiency and overall engagement. 

Liguria’s bleisure offer aligns with global demand trends, focusing on outdoor and slow tourism, inland destinations, food and wine experiences, culture and lifestyle. Increasing attention is also being given to the development of “trade-ready” products, designed to be easily integrated into international operators’ portfolios.

Sustainability, quality and seasonality management are central to the region’s positioning. Through strong public-private collaboration, Liguria presents itself as a coordinated destination, offering flexible, customizable and competitive solutions for the global MICE market. 

• In Genoa, the Porto Antico by architect Renzo Piano is a must see. Cafés, restaurants and the Aquarium are often used for side events at conferences. The Magazzini del Cotone are one of Italy's most famous conference centres, accommodating up to 1,500 people. Via Garibaldi with the Palazzi dei Rolli, UNESCO World Heritage Site. One of Paganini's violins is kept in Palazzo Tursi, seat of the Geona’s City Hall.
• Portofino, a fishing village famous for its small square and bay, with colourful houses dominated by Castello Brown. Prestigious villas, luxury hotels and glamorous shopping make Portofino the ideal destination for the international jet set.
• The Cinque Terre, villages suspended between sea and land: Monterosso, Manarola, Corniglia, Riomaggiore and Vernazza, to which Portovenere is associated due to proximity and conformation. A UNESCO-listed corner of Liguria stretching through a national park and a protected marine area, amid ancient sanctuaries and prized vineyards
• Alassio, with its palaces and gardens, is known as the 'city of lovers' thanks to the wall signed by the likes of Fred Bongusto, Anita Ekberg and Woody Allen. Marvellous Palazzo Scofferi, with its precious crucifix attributed to Giambologna, Palazzo Ferrero De Gubernatis and Palazzo Bonfante, with its elegant iron gate.
• Sanremo, capital of music, full of glamorous places, flowers and villas: Villa Nobel, residence of the Swedish scientist, and Villa Ormond, with its lush park. Do not miss the Ponente Ligure cycle path with 32 km of breathtaking scenery on the old railway track, it is the longest in Europe.

• Liguria has a natural vocation to host conferences and congresses; most of them concentrated in Genoa, which has hosted more than 3,500 events, 510,000 participants and 230,000 overnight stays.
• From Castello Brown, with its breathtaking view of Portofino, destination of the 1960s 'dolce vita', to the elegant Art Nouveau hotels in the Italian Riviera; from the Italian-style gardens of Villa Marigola to the exclusive resorts surrounded by golf courses, from the Palace seat of the Doges of the Republic to the 16th-century frescoed Palace of Prince Andrea Doria, plenty of Ligurian locations literally take you 'inside beauty and history'. 
• These are not anonymous conference centres, but rather locations set in unique contexts. You will be spoilt for choice. 

Destination website:

1. meetinliguria.com  
2. visitgenoa.it
3. lamialiguria.it  

Agenzia InLiguria

1. lamialiguria.it/agenzia-in-liguria