Published on : Tuesday, July 22, 2014
BTC, the only Italian exhibition dedicated to the meetings & incentives industry, to be held in Florence at Fortezza da Basso from 11 to 12 November, is a good opportunity for foreign exhibitors interested in Italian demand.
The most recent surveys by Osservatorio Congressuale Italiano show that the demand for meetings in Italy primarily depends on the corporate segment (64%), and then on scientific associations (13%), political bodies (12%) and other associations (11%). Consequently, Italy is the destination for a full range of formats: conventions, incentive trips and team-building events, as well as professional conferences (especially for the medical industry, which still accounts for a substantial portion of revenue for Italy’s meetings industry, despite the decline in pharmaceutical sponsorships), and political and association congresses.
Although affected in recent years by shrinking budgets, the corporate segment has always provided the national industry with a constant flow of work, accounting for as much as 48.7% of total conference attendance. It is therefore not a surprise that many new exhibitors come from abroad. Among them, we would so far highlight two countries: the Dominican Republic and Switzerland, which is not new to the fair, but this year is doubling its presence through the efforts of Ticino Tourism, with four new exhibitors: the hotel Astoria Betriebs (Lucerne), Hotel Seepark and Interlaken Congress & Events (both of Interlaken) and Lugano Convention Bureau.