A three-day international showcase for the Italian meeting industry, increasingly closing ranks to meet the new global challenges, under the aegis of ENIT.

From 26 to 28 May, the Frankfurt fair will host IMEX, Europe’s leading annual meeting and incentive industry event, which brings together the best in the sector: from major convention centres to unusual locations, from conference organizers to incentive houses, not to mention hotels, technology, transport and everything else that revolves around this vital industry, ‘parallel’ to traditional tourism, but with its own particular characteristics.

It therefore comes as no surprise that, via the Italian State Tourist Board ENIT, 50 Italian suppliers have been invited to represent the national MICE network. In fact, while up until last year the stand had been organized by IFE (Italia For Events, an inter-regional agency set up a few years ago to promote Italy as a conference destination abroad), this year the Government Department for Tourism has charged ENIT-Agenzia with the administrative and organizational responsibility for this important event, thus acting as a bridge between the ‘old’ IFE and the imminent new national project that is to carry forward Italia For Events’ mission.
As declared by Eugenio Magnani, director general of ENIT, on the occasion of the national convention of Federcongressi (the federation of conference and incentive associations operating in Italy) held in Genoa last April: “ENIT believes firmly in the conference business, it is an important challenge that the agency plans to tackle responsibly and energetically. In the future we will be ready to play a decisive role in the convention bureau, at an operative or technical level”.

Italy is thus preparing itself to present a compact and united front in the MICE market, ready to respond to growing international competition. This year’s IMEX is expected to host over 3,500 exhibitors representing over 150 countries and Italy’s participation, backed by ENIT, thus becomes particularly strategic at a time not only of economic downturn but also of marked re-positioning of national markets, also in the conference sector.

A very Italian style stand
In conclusion, a brief mention of the stand that will confront international visitors and buyers at the fair (last year IMEX recorded approximately 9,000 buyers, up 5.3% compared to 2007): it will feature a dynamic and highly innovative design, symbolizing the creative flair that distinguishes everything ‘made in Italy’.
The Italian stand will occupy a space of 487 square metres, with a special area set aside for receiving foreign delegations, plus a 90-square-metre mezzanine lounge, which can also host the press conferences of some Italian regions.
This arrangement offers opportunities not only for business and promotion for exhibitors, who will be sub-divided per category (convention bureaus and product clubs, conference centres and exhibition areas, hotel chains, hotels and stately homes, PCOs and DMCs), but also for updates and exchanges of opinion.
Visitors will find the Italian State Tourist Board – ENIT at STAND: D400.

ENIT
Formed in 1919, the Italian State Tourist Board – transformed into ENIT- National Tourism Agency with law no. 80 of 14.5.2005 – is the main instrument for implementing Italy’s tourist image promotion policies and supporting the marketing of Italian tourist products around the world, qualifying itself also as a reference for targeted institutional actions in the E.U. and international contexts. www.enit.it