Mice made in Italy: Italian destinations present themselves at IBTM World

Once again this year ENIT S.p.A. will be attending the IBTM World exhibition in Barcelona, one of the most important international events dedicated to business and MICE tourism. Many regions and destinations will be on the Italian stand to showcase their tourism offerings and promote Italy as an ideal destination for events, congresses and incentive travel.

MILAN

In 2026, Milan will capture global attention as the host of the Olympic and Paralympic Winter Games, an event that will establish the city as a premier international tourist destination. With architectural icons like the Santa Giulia Arena, the artistic hub of the Grande Brera district, and a selection of luxury hotels and wellness experiences, Milan will offer a unique experience of sport, culture, and lifestyle.

ROME


Rome - Fontana di Trevi

Rome drives the success of Italy’s MICE sector, captivating Europe with a unique blend of heritage, innovation, and hospitality. With a rapidly growing industry, modern infrastructures, and iconic venues, the city turns every meeting into an authentic and unforgettable experience. From major events, to newly revitalized urban districts, Rome has become an international hub where business and culture converge, offering exceptional opportunities for buyers and organizers driven by a targeted strategic vision.

EMILIA ROMAGNA

CIclovia del Sole - ph credits: ©thecrowdedplanet

Meetings and events tourism is a constantly growing part of Emilia-Romagna’s offerings, also as an enhancement of the region’s many regional excellences. In 2026, the goal is to provide increasingly “green” stays, supported by renovated and pedestrianized seafronts, extensive networks of cycling paths promoting sustainable mobility, as well as greater international connectivity through enhanced air and rail links.

MARCHE



Fiorenzuola di Focara, Pesaro - ph credits: Regione Marche Photo Archive

The Marche region presents a landscape of rare beauty, where rolling hills meet the sea and charming villages. Its accommodations provide a refined atmosphere with amenities such as spas, gyms, guided tours, and local food and wine experiences. Elegant residences, convents, castles, patrician villas, and more than a hundred historic theatres offer unique venues for every kind  of event and meeting.

LIGURIA


Flower Riviera Cycle Route, Italian Riviera - ph credits: In Liguria Regional Agency

The Italian Riviera is gearing up for 2026 as a key player in the MICE sector: a unique destination where the allure of the sea meets the elegance of its art cities. With new event spaces, premium services, and immersive itineraries, the partnership with Piedmont brings together sea and mountains in a more sustainable and innovative vision.

CAMPANIA


Castello Aragonese Baia Bacoli

Campania is more than a destination - it’s an experience to be savored. From the iconic coastlines of the Sorrento and Amalfi peninsulas to the charming villages of Cilento, from the islands of Capri, Ischia, and Procida to the Campi Flegrei, and from Irpinia to the Sannio and Matese regions, every part of the region offers unique settings for meetings and congresses. Naples, Caserta, Salerno, and other art cities host events against a backdrop of cultural heritage, innovation, and authentic local atmospheres, turning every occasion into a truly memorable experience.

PIEDMONT



Isola Bella, Lake Maggiore — ph credits: Visit Piemonte Getty Images

Piedmont will bring a world-class range of tourism products to IBTM 2025, featuring sustainable and accessible ideas with strong appeal: a UNESCO heritage made of 16 Royal Residences, 7 Sacred Mounts, and the wine landscapes of Langhe-Roero, and Monferrato. The region also offers a rich variety of MICE and wedding proposals, shopping and major international events, as well as year-round outdoor and sports experiences set in landscapes of extraordinary biodiversity. 

For more information: http://www.visitpiemonte.com

Ostuni Bleisure Meeting in a Masseria - ph credits Gaetano Giordano

Puglia is taking part in IBTM Barcelona 2025 with 10 operators specializing in the MICE sector, spanning destinations from the Gargano to Salento and including over 250 hotels and venues with a total turnover of approximately €400 million. With 900 kilometres of coastline, modern facilities, and a strong regional brand, Puglia hosts some 5,000 events annually across medicine, science and technology, trade, tourism, and food and wine.

SICILY



Teatro Antico in Taormina - ph credits: Sicilian Region Archive

Sicily continues to stand out as one of Europe’s most attractive destinations for business and MICE tourism. With growing international connections, modern conference centers, and unique venues, the island combines excellent infrastructure with genuine hospitality. Sicily is a place where innovation, efficiency, and beauty blend, turning every event into a truly valuable experience for businesses.