Congress tourism, Italy on the European podium, Rome-Milan star

Italy came in second place in Europe for the number of international conferences, thanks to its main destinations: Rome and Milan. The growth points in the direction of strengthening other destinations that have historically hosted large conferences and meetings such as Florence, but also the lesser-known locations of our lakes of Como or Lake Garda which are well equipped and attractive. To guide the sector, Enit takes part in Eu Dialogue, a leading event dedicated to innovative marketing strategies in the meetings and conference tourism sector. Enit president Alessandra Priante representing Italy explains “the importance of adopting cutting-edge strategic marketing approaches, focused on sustainability and customer experience, to ensure successful positioning in the competitive meetings and conference tourism. Collaboration and networking with the protagonists of the sector are essential to seize the opportunities and face the challenges that the future holds for us. Enit ad Eu Dialogue wants to inspire the themes of sustainability and tourism innovation by sharing ideas and best practices for tracing the path towards increasingly dynamic, engaging and profitable conference tourism. Transforming the universal concept of sustainability into concrete actions in tourism means working on two fundamental dimensions, valid for both leisure tourism and the meeting industry timeline, which in tourism means aiming for tourism seasonality over 12 months of the year. The second is space by focusing on lesser-known locations.”