Congress tourism, Italy ranks first in Europe

For the first time, Italy is the leading country in Europe in terms of the number of congresses organised and the second largest market after the United States. This is revealed in the annual report of the International congress and convention association (Icca), which highlights the country's gradual climb in the international rankings: from 6th place in the 2018/2019 year to second in 2022 and first place in Europe in 2023. A decisive help came in 2023 with the acceleration in the organisation of events ahead of France, Germany and the United Kingdom. Also according to the Icca report, Italy is the country with the highest number of cities in the top 100 of congress tourism. Rome is in 7th place, for the first time in the top 10, with 40 more congresses than in 2023, followed by Milan in 29th place, Bologna in 47th, Florence in 60th, Naples in 66th, Turin in 78th, and Venice in 84th, the new entry from last year. "This is a historic result for the sector and for the country. If we have reached this goal, it is also thanks to high-quality coordinated strategies such as our Italian Knowledge Leaders, a programme that enhances Italian excellence in the academic, medical, cultural and scientific fields, involving them in the international convention market,' comments Carlotta Ferrari, president of Convention Bureau Italia. With a project that combines academic, scientific, and professional poles with the widespread presence of convention bureaus and suitable infrastructures, we have succeeded in contributing to increasing our country's power of attraction, and ours is the European country that more than any other is increasing its influence within international associations'.

Thanks to teamwork, Italy's offer has strengthened its attractiveness. "The ability to adapt and innovate, while maintaining strong ties with its rich cultural and historical heritage, has made Italy an irresistible destination for congress and academic tourism, consolidating its role as a beacon on the international scene. Let's not forget that congress tourism is a high quality tourism,' continues Tobia Salvadori, director of Convention Bureau Italia, 'that brings great benefits to Italy, both material and immaterial, from employment to the promotion of the territory, from deseasonalisation to increased prestige, from the exchange of knowledge and research to networking and business opportunities, all the statistics show that ours is a tourism that is good for the country'.

Congress tourism is a valuable tourism mainly due to the higher spending capacity of participants: for Italy it is estimated at over 700 euros per day on average, while Global Meeting Industry forecasts speak of continuous growth for B2B events. Thus the world market will reach 1,400 billion dollars by 2032 with +80%. "Results like this never come by chance: they are the result of the commitment of companies and operators, teamwork with the government and the ministry, and the renewed international credibility of Italy, which is becoming an increasingly popular destination for international congresses. As a minister, I am happy to have supported Italian Knowledge Leaders and to have contributed to the achievement of this milestone,' commented Tourism Minister Daniela Santanchè. 'A milestone that is proof of how, through targeted strategies and innovative projects, our nation can grow and become more and more attractive, across the board. Every great result brings with it great satisfaction, but also the motivation, energy, and courage - which the Meloni government certainly does not lack - needed to support the sector towards constant, structural, and intelligent growth that sees conference tourism as a fundamental asset of the entire industry'.

The Convention Bureau Italia, a private tourism promotion body operating in the meetings industry, is made up of the main trade associations: Federcongressi & Eventi, Associazione Italiana Confindustria Alberghi, Federturismo, Federalberghi, Confcommercio, Assohotel - Confesercenti.