New exhibitors registered in numbers for BTC, Italy’s events exhibition taking place at Fortezza da Basso in Florence on Nov. 11-12. This confirmed a positive trend not only for the event itself, but also for the meetings industry as a whole on which Italian and foreign demand-side operators are now increasingly focused.
The new exhibitors
Numerous types of new exhibitors have signed up in the last week. They include two national tourism boards: Croatia, now a well-established, international destination for meetings and incentive events, and Santo Domingo, which for some years has been investing in promoting itself in the U.S. incentive market and now also on the European market.
There is an unconventional venue that is meeting with increasing success among the Italian and foreign MICE public: the Fidenza Village outlet, the king of shopping chic. Additionally, there is a luxury tour operator, Italy Events 5 stars, which proposes to the public worldwide 5-star stays and tailor-made events in the country.
The ranks of new exhibitors also include many hotel venues, both independent and those belonging to a chain. One prestigious name is U.S. chain Dolce Hotels & Resorts, 23 hotels offering a total of more than 5,000 rooms in America, Germany, Portugal, France, Belgium and Spain.
Equally significant is the debut at BTC of three gems in the hotel-conference offer in Como, one of the emerging destinations of the Italian MICE industry: the four-star superior Hotel Cruise and the four-star Hotel Como, which are sharing a stand, and the Grand Hotel di Como. These three hotels join company network Lake Como Events, which returns with its own stand, having exhibited at BTC last year.
See related article: “Italian BTC expo ramps up educational offerings.”