Italy’s tourism board, ENIT, invests in growing the European MICE market.

Change, in the form of new leadership and laser-focused synergy, has Italy showcasing an even more desirable destination for MICE. The Italian National Tourism Board (ENIT) is focused on bringing results for Italian meetings, incentives, conferences and exhibitions (MICE) groups to provide a classic and enchanting destination while bolstering the nation’s GDP.

According to ENIT, Italy’s state-of-the-art convention centers; luxury accommodations in the most breath-taking locations in the world; the high standard of professionalism of its PCOs, DMCs and incentive houses; and the unique beauty of its venues make it an ideal destination for meetings, congresses and incentives. MICE arrivals to Italy will reach 7.6 million to 8.5 million by 2030. Between 5.1 million and 6.7 million of those are estimated to be overnight visits. This represents an average annual growth of 3 percent or higher over the period 2019-2030. MICE is an increasingly important sector for Italy’s economy.

On ENIT’s 100th anniversary, the group is focusing on evolving the European MICE incentives by allocating a higher percentage of their budget to this endeavor, while partnering with MPI and IMEX to help set the stage. Since the partnership, ENIT has activated 29 new MPI memberships, was a hosted buyer for MPI’s World Education Congress and are generous sponsors for the MPI Foundation’s Rendezvous at IMEX America.

MICE arrivals to Italy will reach 7.6 million to 8.5 million by 2030. Between 5.1 million and 6.7 million of those are estimated to be overnight visits. This represents an average annual growth of 3 percent or higher over the period 2019-2030. MICE is an increasingly important sector for Italy’s economy.

A Top 10 ICCA Destination

Italy has been named one of the Top 10 Destinations for meetings and events both in Europe and worldwide, according to the ICCA rankings. With rolling hills, ancient and modern cities and country vineyards, it’s easy to see why Italy is the home of culture, history, food and wine. Whether your group wants to dive into delectable food, the ocean or the vast history, the experience will be unforgettable.

Each day of a conference or event also has an evening—and in every region throughout Italy, you’ll find unique, delicious cuisines and distinctive wines, plus centuries-old local traditions of art, music and cultural events that visitors can enjoy. Experience first-hand La Dolce Vita. Italy is among the leading European destinations for mixing business with travel. Over the past decade, Italy has developed a reputation for innovation from high-tech thinking in big cities to rural corporate retreats and relaxing spas.

Meet the Team at IMEX

Celebrate ENIT’s 100th year anniversary by visiting the ENIT booth (A3618) at IMEX America to learn about the MICE initiatives in Italy, and take part in the ENIT sponsored wellness program #IMEXRun to celebrate wellness in the industry. To find out more about a partnership with ENIT, visit www.enit.it/en.