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During the three days of the Mice Trade Show in Venice, held from November 14 to 17, the scenarios of High-End Tourism and Experiential Tourism were confirmed.
In the first area, in 2022 Italy ranked fourth after England, France, and Spain, with 15% of the market, for a turnover of over 80 billion, equal to about 4% of the national GDP. But Italy could aspire to global leadership, generating value for the entire country system.
THE CONTENTS
These are some of the key topics at the recent promo-commercial meeting held in Venice, between over 100 top international Buyers and representatives of the best destinations, hotels, and locations in Italy, able to meet the needs of their very high-level clientele.
TODAY'S NUMBERS
In 2019, the percentage of proposals from high-end event organizers, from the main reference markets for Italy, during the low season periods was around 48%. Today this percentage is at 78%, confirming a clear reversal of flows.
ART AND CULTURE
The main interest in the low season is the art cities. The Art and Culture segment shows a marked increase in interest, rising from 62% in 2019 to 74%. An important aspect for the many Italian Historic Cities, Museums, and Opera Seasons able to combine history, culture, music, and art.
FOOD AND WINE
Food and wine remain dominant, with 96% interest, while demand for the Wellbeing segment sees a strong increase, with 66% interested compared to 44% in 2019. It should be specified that the concept of wellbeing, in this case, refers to a specific dimension that also concerns the mind and spirit: Yoga, Holism …
THE SITUATION IN VERONA
Verona does not have the size of Rome, Venice, Florence, but brings together all the elements of success to become a reference destination. Between the Arena and the Opera Festival, Art and Architecture spanning the centuries following the many dominations, great Wines and Typical Dishes, and a unique feature like Lake Garda
At the link “Corporate Events”, you will find the page dedicated to the Mice and Corporate world.
For any questions, requests, or curiosity, we are at your disposal.
Silvano
