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Firenze Fiera’s turnover grows by 5,24%. In 2018, the MICE Tourism is worth over 6 million Euros.

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2018 closed with positive figures for Florence: last year, 137 congresses, conventions and national and international corporate events took place in the Firenze Fiera premises, proving the constant trend of MICE tourism. The turnover is 6,166,212 Euros, with a +5.24% growth compared to 2017. The city of Florence is among the most attractive destinations on an international scale and it was included in the first five most popular Italian destinations for congresses and corporate events.

2017 saw a decrease in the importance of international events which obtained a lower percentage of participants on the total, especially in unconventional areas. However, Florence keeps on attracting 13.3% of international events, with 21.9% of international participants; national events remain strong on the territory (49.0%), with 41.5% of participants (*OICE 2017 data). Leonardo BassilichiPresident of the Firenze Fiera Congress & Exhibition Center, confirms this trend: “These results further confirm the importance of the offer of the Florence congress center in organising the most important national and international congresses. Our congress center already shows a high potential which can only improve, and thanks to the development of the Peretola  Airport,  our city  will be perceived as an excellent destination on an international scale”.


As a matter of fact, in November 2018 – for the third year in a row – Florence hosted WorldVentures, the annual convention of one of the biggest marketing companies, specializing in travels and tourism, which welcomed over 6,000 participants coming from all over the world. Another candidature confirmed in 2018 was Heart Failure, one of the greatest international cardiology events, set to take place at the Fortezza da Basso in 2021. Florence played a major role for the first Florentine edition – in 2016, the congress had a record attendance of 5,000 participants.


Hundreds of requests were also received by the Destination Florence Convention & Visitors Bureau: in 2018, over 300 requests of various kinds were handled, with over 130 events confirmed,  including conventions, corporate events, congresses and services  on the territory and much more. “We are satisfied with our collaboration with Firenze Fiera Congress & Exhibition Center, our partners and the local institutions”, said Italo Amedeo RomanoPresident of the Destination Florence CVB. “Each application process implies a strong support from the main players of this territory, along with the help of local professors and ambassadors. That is why, the Florence Municipality decided to award personalities from the academic and professional world with the formal recognition of the Florence Ambassador Award in Palazzo Vecchio”. Business tourism is therefore a source of wealth for the economy of this destination, as well as a key driver for local economy, representing an added value for the development of quality tourism needed by Florence. This market will be favoured by the return of Duco Travel Summit, taking place from 1st to 5th April 2019. This traveling workshop is in fact dedicated to luxury travel advisors coming mainly from the United States, Canada, United Kingdom, Australia and New Zealand. Once again, the Destination Florence CVB will be the Host Destination Partner for this second Florence edition of the event, thus supporting the organisers in their relations with the territorial institutions. “It is an increasingly important sector for Florence, linked with quality tourism”, said Cecilia Del Re, Councillor for Tourism of the Florence Municipality. “An opportunity to regulate flows rounding up all the territorial resources. That is why, we are taking action on two fronts – on the one hand, creating a team of public and private entities to offer targeted and coordinated actions; on the other, increasing the necessary investment in this sector. All we want is an open and functional city to host great national and international conventions, increasingly becoming a place where people can meet to share their knowledge”.