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In a remarkable achievement, Italy has ascended to the top position as Europe’s leading congress destination in the International Congress and Convention Association’s (ICCA) yearly ranking. This ascent from sixth place in 2018 and 2019, and second place in 2022, to first place in 2023 highlights Italy’s strategic efforts and significant investments in the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector. On a global scale, Italy now ranks second only to the United States, underscoring its growing prominence in hosting international congresses.
Historic Achievement and Strategic Efforts
“This is a historic result for our industry and for the country,” says Carlotta Ferrari, President of Convention Bureau Italia. The coordinated strategies such as the Italian Knowledge Leaders initiative have been pivotal in this success. This initiative focuses on leveraging Italy’s academic, medical, cultural, and scientific excellence by pairing universities, research centers, and association representatives with local convention bureaus and congress centers. Ferrari notes, “Italy is also growing more than any other European country in terms of academics entering the boards of international scientific associations: 86 since 2022, bringing substantial economic benefits and attracting an increasing number of congresses.”
A Collaborative Approach to Success
The creation of Convention Bureau Italia 10 years ago marked a significant turning point. The bureau’s strategy to invest in multiple destinations ideal for hosting international congresses has paid off. This collaborative approach has enabled various cities to overcome challenges together, share effective promotional practices, and raise the quality standards of the conference sector.
Italian Knowledge Leaders Initiative
Tobia Salvadori, Director of Convention Bureau Italia, emphasizes the importance of the Italian Knowledge Leaders initiative, which was launched during the COVID-19 pandemic. “The project has provided destinations with clear and measurable objectives that can be compared annually both nationally and internationally. Through lead generation, Italian Knowledge Leaders equips the destinations with the necessary resources to develop new bids and attract conferences. The coordinated strategy of Italian Knowledge Leaders proved that tangible results are within reach when working together. A decisive contribution also came from the Ministry of Tourism, which recognized the value of the project and supported its development.”
Government Support and Renewed Credibility
Tourism Minister Daniela Santanchè highlights the collaborative efforts and support from the government as key factors in achieving this milestone. “Results like these never come by chance: they are the result of the commitment of businesses and operators, of teamwork with the government and the ministry, and of Italy’s renewed international credibility, which is becoming an increasingly coveted destination for international conferences. As minister, I am pleased to have supported Italian Knowledge Leaders and to have contributed to achieving this milestone.”
Italy’s Leading Convention Centers
The success of Italy as a top congress destination is also due to its world-class convention centers. Here are some of the key venues contributing to Italy’s rise in the MICE industry:
Rome
La Nuvola (The Cloud)
Located in the EUR district, La Nuvola is a modern and iconic convention center designed by architect Massimiliano Fuksas. With a capacity of up to 8,000 delegates, it features a unique “cloud” structure suspended inside the building, offering state-of-the-art facilities for international congresses.
Auditorium Parco della Musica
Another major venue in Rome, this multi-functional complex can host large-scale events with its numerous auditoriums and open spaces. Designed by Renzo Piano, it is renowned for its acoustics and versatility.
Milan
MiCo – Milano Congressi
MiCo is one of the largest conference centers in Europe, capable of hosting up to 18,000 people across its two main buildings. Located in the heart of Milan, it offers cutting-edge technology and flexible spaces for a variety of events.
Florence
Firenze Fiera – Fortezza da Basso
Set within a historic fortress, Firenze Fiera offers a unique blend of history and modernity. The venue includes several exhibition halls and conference rooms, making it ideal for large congresses and exhibitions.
Bologna
Bologna Congressi
Bologna Congressi is a major player in Italy’s conference industry, offering extensive facilities including the Palazzo dei Congressi and the Europauditorium. Its strategic location and high-quality services attract numerous international events.
Venice
Venice Convention Centre
Situated on the Lido, the Venice Convention Centre combines breathtaking views with top-tier facilities. It is a preferred choice for international events, particularly those that seek a touch of elegance and historical charm.
Turin
Lingotto Congress Centre
Housed in a former Fiat factory, Lingotto Congress Centre is a symbol of Turin’s industrial heritage and innovation. The venue offers vast spaces and modern amenities, catering to a wide range of events.
Naples
Mostra d’Oltremare
Mostra d’Oltremare in Naples is a prominent exhibition and congress center, featuring extensive indoor and outdoor spaces. It plays a crucial role in hosting international events in southern Italy.
Italy’s Appeal and Growth in the MICE Sector
Italy’s ascent to the top of the ICCA rankings is not only a result of its excellent convention centers but also due to its unique appeal as a destination. Italy’s rich cultural heritage, scenic beauty, and world-renowned cuisine make it an attractive choice for international delegates. The country’s ability to offer diverse experiences, from the historic charm of Rome and Florence to the modern vibrancy of Milan, enhances its attractiveness as a congress destination.
Rome’s Rise in the Rankings
Rome’s significant rise in the global top 100 city rankings, entering the top 10 for the first time, is a testament to the city’s growing capacity and appeal. Hosting 40 more congresses than the previous year, Rome has solidified its position as a premier destination for international events. The city’s combination of historic venues and modern facilities provides an unparalleled setting for congresses.
Continued Growth and Future Prospects
Italy’s continued growth in the MICE sector is evident from the increasing number of academics entering the boards of international scientific associations, as well as the rising number of congresses hosted across its cities. The collaborative efforts of Convention Bureau Italia, the Italian Knowledge Leaders initiative, and government support have laid a strong foundation for sustained growth.
As Italy celebrates the 10th anniversary of Convention Bureau Italia, the future looks promising. The strategic investments in infrastructure, intellectual capital, and sustainability will ensure that Italy remains a top choice for international congresses. The coordinated strategies and collaborative approach will continue to drive Italy’s success in the global MICE industry.
Italy’s ascent to become Europe’s top congress destination is a historic achievement that underscores the country’s strategic efforts and investments in the MICE sector. The coordinated strategies, collaborative approach, and government support have played crucial roles in this success. With world-class convention centers, rich cultural heritage, and a commitment to excellence, Italy is poised to remain a leading destination for international congresses. The Italian Knowledge Leaders initiative and the support from Convention Bureau Italia will continue to drive growth and attract international events, solidifying Italy’s position in the global MICE industry.
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