Foreign markets are driving conference tourism, with growth of 6 per cent forecast for 2026

The challenge is to further expand the conference and events market by attracting a larger share of international clients who choose Italia for their meetings. “To develop the sector and enable Italia to climb the rankings in the MICE sector (Meetings, Incentives, Conferences and Events – ed.), it is essential to develop a specific industrial policy that enhances the quality of what is on offer,” explains Gabriella Gentile, president of Federcongressi&events, the Italian association for the conference and events industry, which is a member of Federturismo Confindustria. “We must enhance the quality of what we offer, focusing in particular on the refurbishment of event venues, as many date back to the 1970s and 1980s and do not always prove competitive in international tenders. Furthermore, it is essential that the Ministry of Tourism maintains the same level of attention towards the sector as it has devoted to promoting the country.”

According to figures from the association organising today’s meeting in Rome, entitled ‘The value of the meetings industry: interpreting the future through OICE data’, conference tourism in 2025 generated direct revenue of 13.2 billion, confirming a growth trend of 6.4 per cent. Last year, 366,000 events were organised, attracting around 28.6 million participants and 43.3 million attendees. Corporate events are the driving force, accounting for 61.4 per cent, whilst the share of the association market is growing, standing at nearly 24.5 per cent. Growth of around 6 per cent is forecast for the current year, with direct revenue of 14 billion. “The average annual growth of 6.4 per cent recorded over the last three years confirms the meetings industry as a strategic lever for deseasonalising and diversifying tourist flows – two priorities for Confindustria,” emphasises Leopoldo Destro, Confindustria’s vice-president for transport, logistics and the tourism industry. “The increasingly sophisticated demand highlighted in the report calls for stable measures and structural investment to strengthen competitiveness. This is because conferences and events are also a key driver in attracting international demand and promoting local areas and the ‘Made in Italy’ supply chains,” he adds.

The growth of the meetings industry is linked to the ability to attract international events, and in the short term the outlook is for a slight increase. This is a key market segment because guests arriving from abroad stay, on average, for 3 to 6 days and have above-average spending power. “Sometimes they are accompanied and extend their stay, turning it into a holiday and thereby enhancing the brand and destination of Italia,” adds Gentile. The competitors in this lucrative market segment are Spain, France, Germany and the United Kingdom, whilst the Gulf states have recently entered the fray. This region is currently suffering due to the geopolitical situation, and Europe is seeking to capitalise on new opportunities. Italia has no shortage of potential, provided that the quality of its offering improves. “Southern Italy has great opportunities for growth but suffers from a lack of large conference centres, as well as a shortage of air links and infrastructure in line with the highest international standards,” warns the president of Federcongressi&eventi. Conference tourism ‘operates’ all year round, helps to counter seasonal fluctuations and is a factor that could boost all these regions, including smaller destinations.”