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Stand Number: D400
Italian National Tourist Board - ENIT
As Italian National Tourist Board we promote Italy in the world through our 28 branches. In Italy history, culture and beauty are mixed with nature, food and lifestyle in a unique combination. This year we celebrate our first 100 years as Tourist Board, and our birthday coincides with the 500th anniversary of Leonardo da Vinci’s death, a splendid occasion to organize events on this Italian genius, mirror of the Italian creativity and innovation, throughout the Country, which is an actual beauty to treasure.
Countries of operation
Italy
Product Categories
Tourist Office - National Tourist Office

Contact Details

Elena Di Tondo
Via Marghera 2 Rome 00185
Italy

Floorplan/Map

Press Releases

ITALY, THE ULTIMATE MICE DESTINATION: ENIT PRESENTS THE NEW “MADE IN ITALY” INITIATIVES AT IMEX IN FRANKFURT

Data from Enit Market Research Office on new industry trends collected through questionnaires to operators, has finally arrived.

New trend focuses on: experiential tourism (44.4%), haute cuisine and wellness (29.4%) and eco-sustainability (25%)

Italy is increasingly a destination for MICE tourism. According to the first evaluations on the ICCA data 2018, Italy hosted 522 events and has grown by + 1.4% compared to 2017. According to the ICCA 2018 ranking, with the entry of France, the “Bel Paese” is in 6th place in the world and 5th in the European ranking of the main destinations by number of business meetings (ICCA ranking 2018). The Enit Market Research Office presented the latest industry trends identified through questionnaires sent to the sector’s operators which will be present at IMEX in Frankfurt from May 21st to May 23rd 2019. The focus is on experiential tourism (according to 44.4% of the associations of operators), haute cuisine and wellness (29.4% of the hotel trade) and eco-sustainability (in 25% of the local authorities). Both the local authorities and the DMOs are working towards sustainable territorial and environmental development, linked to locally sourced materials, organic production and, in general, well-being.

According to the conclusions of the Enit Market Research Office, culture, art and the possibility of using destinations in terms of "knowledge" and "know-how" represents an essential asset for a competitive positioning. The hôtellerie relies on the added value given by haute cuisine and wellness; the associations of operators are those that more than other market stakeholders give their support to experiential tourism, and they are able to enhance the individual entrepreneurial skills centred on the common factors of the territory (tradition, material and immaterial culture, local food and artisan productions, etc.). ); finally, this particular locations aim at promoting eco-sustainable initiatives with the considerate use of the territory's resources.

Therefore, ENIT will bring to Imex (the international exhibition specializing in incentive travel, meetings and events) Italy as a protagonist and the best destination for business tourism from all over the world, supporting the internationalization activities of companies in the sector. ENIT, as coordinator of the national offer, organizes the participation of Italian operators in a single exhibition space representing the entire MICE offer in Italy. The three-day event will be attended by 57 Italian operators including convention bureaux and product associations, hotels and resorts, conference centres, PCOs and DMCs, all gathered at the ENIT / Italia D400 stand in Hall 8. Ten group appointments for hosted buyers have been organized for buyers and sellers of the sector. The Convention Bureau Italia and the regional Convention Bureaux of Rome-Lazio, Florence-Tuscany, Sardinia, Bari, Belluno, Bologna, Padova, Marca Treviso, Naples, Verona & Lake Garda, Vicenza, Venice, Turin and the Riviera of Rimini will be present in Piazza Italia in the ENIT stand. Also

participating are the Regions of Campania, Friuli Venezia Giulia, Liguria, the Autonomous Province of South Tyrol and a number of private operators

The best of the international meeting industry will meet in Frankfurt, with 5.100 qualified buyers with high purchasing power and decision-making capacity and over 3.500 exhibitors from 150 countries, from tourism promotion agencies to convention bureaux, to major hotel chains and airlines, exhibitions and fairs halls, locations for events and conferences and organizers of corporate events and incentive trips.

Among the promotional activities of ENIT, with the slogan ITALY - Business, made beautiful, there will be the sponsorship of the traditional #IMEXrun, the 5 km run along the River Main for the participants to the Fair and this year they will have t-shirts and water bottles branded ITALY and an Italian breakfast offered on arrival. The t-shirts will be distributed on May 21st at the ENIT stand at the Fair. Even the shuttle buses of the Fair will be branded with promotional banners and there will also be a poster at the entrance with a call to action and an invitation to visit the Italy stand. An advertorial was produced in the MICE magazines "TW-Tagungswirtschaft" and "CIM-Conference & Incentive Management" to promote the offer of b-leisure tourism in Italy. An inspiring outdoor campaign will be on show at Frankfurt airport from 16 to 31 May. Frankfurt airport is the largest in Germany, with 70 million passengers a year and ENIT has scheduled advertising displays at baggage delivery and maxi screens near the Duty Free. The slogans Italian Lifestyle and Made in Italy have become over time a brand on their own and the aspirational “Italian way of living” continues to attract a significant number of tourists to our country. Often the reason for a visit to Italy is precisely that: to discover the places of Italian culture up close.

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15th May 2019

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