At the IMEX trade fair in Frankfurt ENIT, the Italian Tourist Board, is presenting the latest MICE sector data.
The MICE spend in Italy was €800 in 2024
In 2024, approximately 850,000 foreign travellers arrived in Italy for MICE events like trade fairs and conferences, generating tourist spending of €800 million and 2.75 million overnight stays. Germany, France, the UK, Spain and the USA are the main markets of origin.
IMEX is the world’s leading MICE fair
In the globalized context of contemporary tourism, the MICE (Meetings, Incentives, Conferences, Exhibitions) segment is one of the most dynamic and high value-added components. This is why professionals in the sector are gathering at IMEX in Frankfurt - scheduled to run until 22 May - the world's leading trade fair for the MICE sector in Europe and a strategic platform for institutions, companies and international buyers.
ENIT is in Frankfurt with 78 co-exhibitors
ENIT the Italian Tourist Board is participating with its own stand hosting 78 co-exhibitors, including ten regions/institutions with their companies, taking this opportunity to present the latest trends in the sector. In 2024, Italy recorded a significant increase in international tourism linked to professional events over the previous year: 340,000 foreign travellers arrived to attend conferences (up +22.7%), while 500,000 arrived for trade fairs, recording growth of 18.3% compared to 2023. Tourism spending on conferences followed the same positive trend reaching €270 million (+20% compared to the previous year), while spending on trade fair visits recorded an even more significant increase of +27.7%, equal to €530 million.
“Trade fairs and conferences bring significant spin-offs”
"MICE is a strategic segment for our country. The good growth recorded is a sign that Italy is able to respond to different types of demand. Trade fairs and conferences bring with them significant spin-offs, tourist spending of €800 million and more than 800,000 foreign travellers,” said Ivana Jelinic, CEO of ENIT S.p.A. “It is a pleasure to witness first-hand the ability of Italian institutions to work together with the private sector to encourage, in the spirit of growth diplomacy, incoming tourist flows, economic growth and prosperity in our country,’ì” said Massimo Darchini, Consul General of Italy in Frankfurt.
