ENIT at IBTM World 2024

ITALIA: Business, Made Beautiful

ENIT SPA and the Ministry of Tourism at IBTM: Italy at the Heart of the MICE World

ENIT SPA, together with the Ministry of Tourism, is attending IBTM, one of the world’s foremost international fairs dedicated to the MICE sector. With its timeless beauty and diverse destinations, Italy stands out as a premier destination for conference tourism, a strategically significant sector for the country.

At the stand, ENIT S.p.A. will be joined by 11 regions, 2 cities (Rome and Milan), and 24 operators.

MICE in Italy: A Position of Leadership

The Italian MICE industry continues to shine on the global stage. In 2023, Italy hosted 553 international meetings, securing its place as Europe’s top destination and ranking second worldwide, right behind the United States (690 meetings). Among Italian cities, Rome ranked 7th with 119 meetings, followed by Milan in 29th place with 60 events (Source: ENIT Research Office, based on ICCA data).

MICE Tourism: Investments and Future Prospects

Research in collaboration with the Università Cattolica on the economic impact of the Meeting Industry highlights the growing importance of investment in this sector. Among the 450 venues surveyed, 77.3% have made or plan to make at least one investment in 2024. In particular, conference centers (85.7%), non-hotel historic residences (85.0%), unconventional spaces (83.3%), exhibition-conference venues (82.4%), and hotels with meeting rooms (79.0%) are the most likely to invest in the future. The most significant investments in 2023 focused on space redevelopment (57.7%), staff training (52.1%), upgrades in audio-visual facilities (46.6%), and promotion and communication (42.0%).

MICE Market Outlook for 2024

Prospects for 2024 remain positive: 43.8% of venues expect an increase in events, while 50.2% anticipate revenue growth. Regarding rates, 59.9% of venues foresee them remaining stable. Furthermore, 18.0% of venues predict growth in staff dedicated specifically to events, while 77.0% expect employment levels to remain stable. Hotels with meeting rooms anticipate the highest revenue growth (60.2%), followed by non-hotel historic residences (50.0%).

The Most Captivating Venues Are Here, in Italy

From the Alps to the Mediterranean, Italy offers a remarkable range of options for organizing conferences, conventions, and incentive trips: modern buildings, villas, castles, and historic residences provide high standards of quality and all the comforts needed to meet clients’ diverse needs. This variety of venues and the opportunity to create unique itineraries allow for unparalleled conference and incentive experiences, increasingly including destinations outside the usual circuits—such as charming villages, castles, and breathtaking landscapes that rival major art cities.

Innovation and Quality: Italy’s Conference System

Constant innovation and service specialization make Italy a highly competitive and reliable destination for event organization. Italian conference centers enjoy unique architectural and scenic surroundings, blended with an extraordinary artistic and cultural heritage to offer a truly inspiring work and travel experience. This combination has established Italy as a leader in the international MICE market, supported by a steady increase in events and conferences with growing international participation and extended average durations.

Bleisure: The Keystone of MICE Tourism

More frequently, business trips turn into opportunities to experience local treasures. The “bleisure” phenomenon (business + leisure) enriches the MICE experience, allowing participants to discover Italy’s wonders even beyond working hours.

ENIT SPA, together with regional partners, offers some of the best bleisure experiences for those looking to blend travel pleasure with business, making each conference or event a unique opportunity to discover Italy’s full beauty. To explore all Italian bleisure options, visit the dedicated section, where you’ll find a selection of activities, itineraries, and ideas to enhance your MICE journey with unforgettable experiences.