Le tendenze e le prospettive del turismo congressuale in Italia

Translated title of the contribution: [Autom. eng. transl.] Trends and perspectives of congress tourism in Italy

Paola Bensi*, Roberto Paolo Franco Nelli*

*Corresponding author

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

[Autom. eng. transl.] In Italy, the congress and events sector has experienced growth in the last 5 years in terms of the number of events (with an average annual growth rate of 4.1%) and participants (+ 3.7%), offering a significant contribution to the local economy with the creation of value for businesses and the community through the dissemination of knowledge in the most innovative technological fields. The Covid-19 emergency marked a sudden and heavy setback on the development of the sector, causing the cancellation of 70% of the conferences and events scheduled on the calendar. In this context, the analysis of the Italian congress and events market, conducted annually since 2014 by the High School of Economics and International Relations of the Catholic University, takes on particular importance in a longer-term vision to identify the characteristics of the sector from which to start again. The contribution pursues two main objectives: on the one hand, to identify the fundamental trends in the period from 2014 to 2019 of a typically very differentiated market such as that of congresses and events and to estimate their contribution to the development of tourism in Italy; on the other hand, highlight the operational and relational aspects on which the Italian offices are aiming for the resumption and consolidation of their activities after the closure due to the COVID-19 emergency. To this end, the contribution examines the geographical distribution of the venues for congresses and events and all the main variables of the market, such as the number of events and participants, the duration of the events and the number of presences in the area, the values of which are estimated. starting from the data collected from a significant sample of structures, in collaboration with Federcongressi & amp; eventi and with some regional and metropolitan Convention Bureaus. The characteristics of the market are analyzed both at the level of the entire national territory and by geographical area (territorial divisions and main metropolitan areas). The results will also be segmented with reference to the different types of venues and their capacity in terms of places offered, in order to identify the realities capable of attracting more international events, especially associative type, and those more focused on local events ( 70% promoted by companies and institutions). Finally, the contribution focuses on the perspectives and priorities of the sector after the COVID emergency, describing the results of a specific survey conducted on the main Italian congress and event venues. From an academic point of view, the results presented contribute to the international discussion on the resilience of the MICE sector (Rittichainuwata et al. 2020) and on the transformations that leisure and business tourism will have to face in the coming years to overcome the strong vulnerability in crisis situations ( Gössling et al. 2020). From a managerial point of view, the contribution can help, on the one hand, the convention bureaus to verify the effectiveness of the measures undertaken in support of the congress and events sector and, on the other hand, the operators of the sector to outline a positioning medium term in a market increasingly threatened by the uncertainty of future events and disruptive changes.
Translated title of the contribution[Autom. eng. transl.] Trends and perspectives of congress tourism in Italy
Original languageItalian
Title of host publicationXXIV Rapporto sul Turismo Italiano
EditorsA. Morvillo
Pages349-360
Number of pages12
Publication statusPublished - 2020

Keywords

  • Meeting industry
  • Turismo congressuale

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