The research of the Italian Observatory and Events Observatory (promoted by Federcongressi & eventi, national reference association) and ASERI, Alta Scuola di Economics and International Relations of the Università Cattolica del Sacro Cuore, provides some data on the activities carried out in 2016 that support this statement. The research finds that 386,897 events were held in Italy with a minimum of 10 participants and a minimum duration of 4 hours, with an average of 73 people per event and a total of 42,706,559 admissions (+ 21.5% compared to 2015) ). The average duration of the events was 1.41 days and the participants were mainly local / regional and national (about 90% of the total). There are three types of promoters: institutions and institutions, associations and companies, with the latter organizing 56.5% of the events held in Italy and weighing on the total number of presences for 48%.
The quality business opportunity, represented by this segment, can also be grasped by Trentino, whose tourist offer lends itself well to this type of clientele that has needs and expectations of quality but also a very high spending capacity, up to 3 times higher than the leisure tourist. That’s why in 2014, Trentino Marketing and Riva del Garda Fierecongressi founded the Convention Bureau, an organization recognized throughout the world as qualified to carry out information and promotion activities for a congress destination, that is able to attract and host scientific medical congresses, corporate events like meetings, conventions, incentive trips and much more. The Trentino MICE Convention Bureau, which now has more than 130 companies participating in the project, today presents itself on the international market with a renewed communication with the site www.trentinocb.it and with new specific products for corporate demand: incentive travel and venue for business meetings.
The opportunities of this tourist segment and how to attract it will be illustrated on Wednesday 20 June at 2.30 pm at the Grand Hotel Trento with Annamaria Ruffini, World President of SITE Society for Incentive Travel Excellence, an organization that brings together the most important incentive house agencies on a global level. We will talk about the importance of the experiential and emotional part indispensable in incentive travel with Roberto di Giovan Paolo, university professor and strategic communication consultant. Michele Dallapiccola will also take part in agriculture, forests, tourism and promotion, hunting and fishing for the Autonomous Province of Trento and the General Manager of Riva del Garda Fierecongressi Giovanni Laezza.