All the numbers from the annual survey on the business events and conferences sector are up: 367,981 events were held in Italy in 2024, an increase of 8.2% versus 2023. The two most significant figures that measure the value of events and conferences were also higher, with delegates totalling 29,264,953 (+7.8% versus 2023) and attendance at 47,213,261 (+12.9% versus 2023).
Sector growth is having a positive impact not only on companies directly and indirectly involved in organising events and conferences, but also on Italy’s entire economy. According to recent research promoted by the Italian tourism board ENIT in partnership with Federcongressi&eventi and carried out by ASERI, the sector’s total direct economic contribution amounts to EUR 11.746 billion.
“OICE data and Italy’s growing appeal are the combined result of various factors: the quality of Italian conference facilities, operators’ high level of professionalism and the ability of our companies to capitalise on new opportunities and compete on an international level. In a scenario for the sector that is undoubtedly positive but constantly evolving and part of a complex and changing geopolitical context, the research carried out by Federcongressi&eventi and the data it collects, which it wishes to make available to institutions and all MICE operators, represents a fundamental strategic resource. It helps us to interpret reality objectively, guide our choices and respond in a timely and targeted manner to new market trends,” commented Federcongressi&eventi President Gabriella Gentile.
Where events and conferences are held
Most conferences and events (57.7%) took place in the North, while 25.3% were held in Central Italy, 10.8% in the South and 6.2% in the Islands.
As regards event venues, conference hotels remain the most popular and hosted 76.8% of total events. Conference centres and trade fair conference venues hosted 2.7%of events, while non-hotel historical residences accounted for 2.8% and other venues (institutional venues, unconventional spaces, arenas and sports centres, theatres, cinemas and auditoriums) 17.7%. Trade fair conference venues recorded the largest increase in delegate numbers (+26.2%) among the various types of venues.
Italy increasingly a venue for international events
In terms of promoters, companies organised the majority of events(65.4%), while associations remained in second place, accounting for 21.8% of events. Finally, events promoted by organisations and institutions accounted for 12.8%.
Note that, compared to 2023, the proportion of company events increased mainly in conference centres and institutional venues, while it decreased in hotels with meeting rooms and non-hotel historical residences.
As regards delegates’ origin, the Italian Survey of Conferences and Events confirmed Italy’s growing appeal in the international conference tourism market. According to the research, international events (i.e. those with a significant percentage of delegates coming from abroad) accounted for 13.4% of the total in 2024, an increase of more than four percentage points from the previous survey. There has also been an increase in national events (with delegates mainly from outside the region) and, as a direct consequence, a decrease in local events (with delegates mainly from the same region in which the event takes place), which nevertheless remain the most numerous, accounting for 47.2% of the total.
Investments: focus on human capital
In order to respond to market changes in an increasingly effective manner, most of the investments made in 2024 by event and conference venues were in staff training. These were followed, in order, by investments in refurbishing indoor spaces, in developing promotional and/or communication tools, and in upgrading audio-visual equipment.
Source: Federcongressi&eventi
