Four intense and wonderful days transformed the Serenissima into an international hub for business tourism. Born in 2017 as a communication project, developed and grown into a B2B event, Italy at Hand today welcomes over 80 international buyers from 27 countries and 68 Italian operators, for a total of more than 3,500 meetings, including B2B appointments and networking sessions.
The record results of Italy at Hand 2025
Over 3,500 B2B meetings, 80+ buyers (90% of which were first-time attendees), and the opening to new markets such as Mexico, India, and Argentina, confirm the record results and the international appeal of the event, reaffirming Italy’s strategic role in the global MICE landscape.
Carlotta Ferrari, President of Convention Bureau Italia: “If Italy is now stably positioned in the top three global MICE destinations, it is thanks to collaboration. Working as a system always pays off, and that is the main feature of Convention Bureau Italia. This edition of Italy at Hand is the most concrete proof of it. The secret to the event’s success lies in the quality of the professionals involved. We started many years ago with just 20 buyers: today, we welcomed over 80 of them, in a format that continues to evolve and generate real value. My message today is for the institutions: the meeting industry brings people, quality, and value, but it needs to be supported. MICE events are not just economic opportunities: they are strategic investments for the future of the entire country.”
Giuliano Vantaggi, Tourism Councillor for the Municipality of Venice: “We often talk about Venice and its relationship with tourism, but tourism is not just one thing. In recent years, we have worked to requalify and reposition Venice in the global perception, enhancing the MICE segment, a segment that represents a different kind of tourism: more conscious, more qualified, and with a longer average stay. We have invested in new congress infrastructures, from the restoration of the Palazzo del Cinema and the Palazzo del Casinò on the Lido, to smaller venues in the historic centre. Events like Italy at Hand put an entire supply chain to work, involve expertise, generate value, and turn participants into local ambassadors. Italy at Hand gave us the opportunity to tell this story to the world.”
Fabrizio D’Oria, General Manager of Vela Spa, “With this edition, we wanted to tell the story of a new Venice, opening up exclusive locations like the Arsenale, to offer an unprecedented perspective of the city. Venice needs quality projects, and the partners involved are fundamental in becoming ambassadors of its image globally. MICE tourism is a strategic resource because it focuses on quality, not quantity: this is the future we want for Venice.”
A COLLABORATION THAT WORKS AS A SYSTEM
The success of Italy at Hand 2025 was possible thanks to an exemplary synergy that saw the Veneto Region, the Venice Region Convention Bureau Network, and Vela S.p.A at the forefront as the host destination. Other sponsors included ENIT, AIM Group International, Frecciarossa – Trenitalia of the FS Group, JW Marriott Venice Resort & Spa, Hilton Molino Stucky Venice, and Bucintoro for the valuable support and water transport services.
INNOVATION
Innovation and sustainability are once again at the heart of this event: Italy at Hand 2025 continues to look to the future. Thanks to the official Convention Bureau Italia app, recently launched, participants can use a real-time updated platform dedicated to networking, agendas, the event programme, and all useful details. For this event, Getpica was by our side again for instant photo sharing, capturing the highlights of the 4 days and transforming them into ready-to-share content.
The Venetian edition of Italy at Hand was not simply a success in B2B numbers but the materialisation of a strategic manifesto. Venice has turned a page, resolutely choosing quality over quantity. The opening of the Arsenale and the relaunch of MICE facilities are not just real estate investments but a commitment to building a new narrative for the Serenissima—a narrative where business tourism becomes the catalyst for a chain of excellence, capable of attracting conscious, long-stay visitors.
This ‘working as a system,’ as highlighted by Convention Bureau Italia, is the cornerstone upon which Italy consolidates its global leadership, transforming events into genuine strategic investments for a more sustainable future for the country.
POST TOURS AND FUTURE PERSPECTIVES
After the event, buyers participated in six exclusive post-tours in Veneto, Tuscany, Friuli Venezia Giulia, Lombardy, and Eastern Veneto, discovering some of Italy’s most relevant destinations for the MICE sector.
NEXT APPOINTMENT
The handover has already begun: Italy at Hand looks to 2026 with the ambition of raising the bar even further, bringing Italian quality, creativity, and hospitality to the world.
Learn more about the event here.
