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Recently, the Confindustria Conference Centre in Rome served as the backdrop for an insightful industry event titled “The Value of the Meetings Industry: Interpreting the Future Through OICE Data.” Organized by Federcongressi&eventi, the foremost association for Italy’s conference and business events sector, this forum explored the economic impact and future trajectory of Italy’s meetings tourism landscape. Findings revealed that the sector contributed a substantial EUR 13.2 billion in 2025, underscoring the significance of business events within Italy’s tourism framework.
The conference showcased Italy’s meetings industry as it transitions into a phase of rejuvenation and growth. Despite ongoing global challenges, such as economic instability and social changes, this sector demonstrated resilience with an average annual compound growth rate of 6.4% from 2022 to 2025.
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According to the Italian Survey of Conferences and Events (OICE), conducted by Federcongressi&eventi and the Graduate School of Economics and International Relations at Università Cattolica – ASERI, Italy hosted a remarkable 365,789 events in 2025. These gatherings attracted 28.6 million delegates and amassed an overall attendance of over 43.2 million participants, reinforcing the strength and resilience of the nation’s business events sector.
The insights reveal that Italy’s meetings industry has matured into a dynamic yet rapidly evolving market. Conferences, meetings, conventions, and incentive programs are increasingly recognized as pivotal for destinations and businesses striving to generate economic and social value. Organizers and stakeholders are shifting their focus towards innovative event formats, personalized experiences, and a broader array of venue choices beyond traditional conference facilities.
A noteworthy trend observed is the growing allure of unconventional venues. These unique locations are gaining traction among organizers seeking distinctive experiences that interweave business goals with cultural and experiential elements. From 2014 to 2025, the number of events held in alternative spaces grew by a compound annual growth rate of 6.6%.
The popularity of these unconventional venues saw a remarkable surge post-pandemic, with a significant 12.5% annual increase since 2022. This shift points to evolving preferences where modern delegates seek more engaging environments while event planners prioritize creativity, flexibility, and unforgettable experiences.
Italy’s meetings landscape is evolving beyond conventional conference models, fostering an environment that champions innovation, experience-driven formats, and strategic value creation. The latest findings from OICE highlight the sector’s adaptability to shifting market demands, further solidifying Italy’s status as an illustrious hub for international conferences and business tourism.
Federcongressi&eventi President Gabriella Gentile stated: “Our sector is strategic, requiring continuous dialogue with institutions committed to developing collaborative strategies. It is crucial not only to secure financial support for maintaining Italy’s competitive edge as a prime conference destination but also to cultivate conditions that enable the meetings industry to realize its full potential in stimulating economic growth, promoting local destinations, mitigating tourism seasonality, and advancing high-quality tourism.”
The Italian Survey of Conferences and Events further illustrates that Italy’s conference and business events realm exhibits exceptional resilience, even amidst tighter budgetary constraints. Corporate meetings remain dominant, comprising 61.4% of all events. Meanwhile, the association market is experiencing notable growth, now representing 24.4% of events, indicating diversification within the sector.
Event participant demographics are also shifting. National events declined from 39.4% in 2024 to 32.3% in 2025, while local events saw a significant rise, increasing from 47.2% to 54.8%. International conferences continue to hold their ground, comprising 12.9% of events in 2025, slightly lower than 13.4% in 2024, yet well above the 9.8% registered in 2019, confirming Italy’s increasing importance as a destination for global meetings.
Northern Italy strengthens its status as the primary business tourism engine, hosting 53.4% of the country’s event venues and accommodating 59.1% of all conferences and events. The region reported a 1.8% boost compared to 2024. Central Italy accounted for 23.7% of events, followed by Southern Italy with 10.9% and the Islands with 6.3%.
When it comes to venues, hotels with meeting facilities continue to be the preferred choice, hosting 76.6% of total events, attracting 50.8% of delegates and generating 51.1% of overall attendance. Conference centers and trade fair venues, crucial for attracting large-scale international gatherings, represented only 2.3% of events but accounted for 11.6% of participants and 15.4% of total attendance.
“In the wake of the post-pandemic recovery,” noted Roberto Nelli, a lecturer in marketing at Università Cattolica and the study’s scientific head, “Italy’s meetings industry has transitioned to a new equilibrium characterized by a rise in international events and shorter average meeting durations, yet larger participant numbers compared to 2019. Events that lasted more than one day attracted around 30 million attendees, representing 10.4% of total overnight hotel stays in Italy with an average per-capita spending of EUR 312, a 3.7% increase from 2024.”
Investment in the sector is now strategically focused on workforce development and upgrading physical spaces. Venues have prioritized staff training and facility renovations, underscoring the critical role of skilled professionals and high-quality experiences in building competitiveness.
Founded in 2004, Federcongressi&eventi is Italy’s national non-profit association representing both public and private organizations in the meetings, conferences, and events field. This association unites entities across various sectors, including conferences, conventions, educational programs (both accredited and non-accredited), destination management companies (DMCs), incentive travel, communication services, and more.
Members of Federcongressi&eventi are divided into three primary categories based on their core business activities: destinations and venues, conference and event organizers, and service providers and consultants. Through collaboration and knowledge-sharing, the association fosters the growth and advancement of Italy’s meetings and events sector.
Additionally, Federcongressi&eventi collaborates with Federturismo Confindustria, the federation representing tourism enterprises, further enhancing its commitment to innovation, competitiveness, and sustainable growth within the national travel and tourism ecosystem.
Source: The post Italy’s Conference and Events Sector Surges Into a Powerful New Phase as Rome Industry Forum Highlights EUR 13.2 Billion Economic Contribution, 6.4% Growth and Future Tourism Opportunities first appeared on www.travelandtourworld.com.
