Figures from the ICCA (International Congress and Convention Association) show that in 2024 the global meetings industry registered over 11,000 international meetings worldwide; Europe welcomed 56% of these, Asia 18%, North America 10%, Latin America 8% India and Oceania both 3% and the Middle East 2% of the total. Meetings of this type are an economic catalyst for many cities and countries, from mature to emerging destinations, hosting medical (17%), technological (14%), scientific (13%), business (8%) and training (8%) congresses.
While the Catalonia region has a GDP growth of +3.6% (which is more than the +3.2% of Spain and even more than Europe which stands at +0.8%), Barcelona topped the world rating for the number of international meetings with 142 events in 2024, when it welcomed some 126,000 delegates and posted a turnover of US $ 360 million. Barcelona is followed in the rating by London, which with 105 meetings and over 79,000 delegates had an economic return of US$ 298 million. In third place we find Singapore where the GDP grew by 4.4% in 2024, and tourism and business events featured as key factors with 144 meetings, over 93,000 delegates and US$290 million.
The statistics also show that Rome and Milan are up there with the top destinations for MICE tourism. In 2024 Rome hosted 114 major international meetings for over 58,000 delegates, posting a turnover of USS 200 million. Milan, with 100 international meetings and over 80,000 delegates, had an economic return of USS 237 million. However, the direct economic impact of MICE on a destination is only the tip of the iceberg. 20% of the total value is also made up of knowledge exchange, innovation, internationalization and the social impact.
In 2024, Italy played a leading role with 635 international meetings, confirming its position as European leader and second worldwide, just behind the United States, which hosted 709 meetings. Among the Italian cities. Rome with its 114 meetings is in 9th place in the world ratings and Milan stands out in terms of the average number of participants (803) in third position after Dubai (899) and Barcelona (886).
The meetings industry continues to assert itself as a rapidly expanding driver of economic growth, as shown by the data that emerged from a recent survey conducted by ENIT in cooperation with the Università Cattolica. The MICE sector shows a lively investment trend, with as many as 77.3% of the 450 facilities surveyed planning upgrades for 2024. Among the most active are conference centres (85.7%), historical residences (85.0%), alternative spaces (83.3%) and congress and exhibition centres (82.4%). Investment priorities in 2023 were mainly the upgrading of venues (57.7%), professional training (52.1%) upgrading audio-visual technologies (46.6%) and promotion strategies (42.0%).
From its Alpine peaks to its Mediterranean coasts Italy stands out as one of the most popular destinations for corporate events, congresses and incentive trips. The wealth and variety of locations available - ranging from prestigious hotels and contemporary properties to historical residences, castles and creative spaces - make it possible to tailor customized experiences that enhance great art cities, charming small towns and spectacular natural landscapes.
This versatility makes Italy competitive compared to more established international destinations for the excellence of its services and a constant drive for innovation. Italian conference centres, often located in fascinating architectural and natural settings, offer an immersive experience that interweaves the event with the local cultural heritage, turning each occasion into an unforgettable experience.
A further element of attractiveness is the bleisure phenomenon which combines professional needs with personal pleasure. More and more MICE event participants are choosing to extend their stay to explore the local area, taking advantage of Italy's artistic beauty, natural landscapes and culinary excellence. This trend underscores Italy’s role as a prime destination, combining business opportunities with exceptional experiential travel.
