First and foremost, success is measured in numbers, and the events and conference tourism exhibition (BTC) held in Florence in November was the most successful of all editions so far: the attendance figure doubled compared with last year, going from 3,300 to 6,724 visitors. The number of exhibitors saw a 22% increase, equivalent to 313 companies, while the number international buyers grew by 40%, with 300 event organizers from 22 countries. 7,152 appointments were held between international sellers and buyers, registering a +32% with respect to last edition. More than 100 new exhibitors chose BTC this year, and among them there were three of the most important international tourism boards: Israel, Mexico and Poland.
BTC confirms that conference tourism is a lively sector, and it is able to look at the future with optimism, thanks to its great potential (in Italy alone, 300,000 people work in this field). In such a strongly competitive context, Emilia-Romagna could not miss this opportunity: the region participated in the exhibition with 13 operators, all of them hosted in the 84-square-meter booth realized by the local tourism board, APT Servizi. Thanks to its centers of excellence in Bologna, Parma and Rimini (which has the largest convention facility in Italy), conference tourism is becoming more and more important within the region’s global offer, putting Emilia-Romagna in a leading position both on the Italian and the international market.
Our presence at the BTC held in Florence was part of the regional promotion plan created by APT Servizi in support of MICE tourism (Meeting, Incentive, Conference and Events). Over the last months, several initiatives were taken at the national and international level: from the participation in specialized fairs in Moscow, Frankfurt, Beijing and Las Vegas, to the organization of workshops and educational tours, such as the recent event in Parma with 12 buyers from Germany, Great Britain and Switzerland, and 11 operators from Emilia-Romagna.