- The MICE sector in Italy is consolidating its position as a European leader, with an economic impact of 15 billion euros.
- Meetings, incentives, conferences and exhibitions (MICE) tourism in Italy is experiencing unprecedented growth and is at the forefront of the international market.
ENIT S.p.A will be attending the 39th edition of IBTM World from 17 to 19 November, one of the most important trade fairs specialising in MICE: meetings, incentives, conferences and events.
Italy ranks first in Europe and second in the world in terms of international conferences, according to ICCA data. The MICE sector in Italy is experiencing an unprecedented boom. According to the latest data from the Italian Observatory on Congresses and Events (OICE) and the ‘Operatori Italia’ portal, the sector is establishing itself as a key strategic segment for national tourism, topping the rankings in Europe and occupying leading positions globally.
Despite international economic and geopolitical uncertainties, the sector has demonstrated exceptional resilience. Between 2022 and 2025, the conference and events market in Italy recorded an average annual growth rate of 6.4 %, reaching a direct economic value of 13,200 million euros in 2025. This figure follows the trend set by the extraordinary peak reached in 2024, when the direct economic contribution was estimated at 14,800 million euros (26.3 per cent more than the previous year).
Key figures on economic impact and spending
The dynamism of the MICE sector is directly reflected in attendees’ spending, which has reached 11,500 million euros. This economic impact is distributed as follows:
- Accommodation: 44.6 per cent (equivalent to 5,100 million euros)
- Transport: 27.6 per cent
- Catering: 15.7 per cent
- Shopping and other expenditure: 12.1 per cent
Market size and types
Italy hosts more than 365,000 events annually, attracting a massive audience of between 27 and 28.6 million people. The profile of these events is characterised by the following factors:
- Corporate sector: Companies remain the main driving force behind the sector, organising 61.4 per cent of events.
- Association sector: This continues to expand steadily and now accounts for 24.4 per cent of the market, a crucial factor in attracting major international conventions.
- Foreign demand: This maintains a solid share of 12.9 per cent. Every year, some 850,000 international travellers choose Italy to attend trade fairs and conferences, mainly from Germany, France, the United Kingdom, Spain and the United States.
Infrastructure and regional leadership
With over 5,600 venues suitable for hosting large-scale events and conferences, Italy boasts infrastructure of the highest standard.
Italy is therefore no longer merely a destination coveted for its cultural and historical charm, but has become a true operational benchmark for the entire sector worldwide.
Indeed, by 2025 Rome had firmly established itself amongst the world’s top ten cities, emerging as a centre of excellence for conferences thanks to its ability to combine history and innovation, whilst Milan is a leader in corporate conferences and technological innovation. In 2025, the capital hosted 114 events, Milan 100, Bologna 43 and Florence 38. The effectiveness of the ‘Italian model’, however, lies in its polycentric nature. It is not only the major centres that attract visitors, but also the cities of art and exhibition centres.
Furthermore, Italy’s cultural and gastronomic heritage makes our country the ideal destination for conference tourism, guaranteeing the sector high hotel occupancy rates even on weekdays and mitigating the seasonality of urban destinations.
The challenge for 2026 will be to maintain this leadership by improving high-speed rail links to smaller cities, thereby further extending the benefits of the polycentric model.
The ICCA ranking is the world’s leading indicator of conference tourism, based on an analysis of international conferences held on a regular basis and rotating between at least three countries. It does not measure generic events, but rather initiatives of great organisational complexity and international significance, which attest to a region’s capacity to be attractive, reliable and integrated into a global network comprising relationships, infrastructure and technical expertise.
During the three days of the fair, various presentations will take place at the Italy stand itself, located at D40 – D50
Source: ENIT S.p.A