Subscribe
Rome and Milan drive growth: record number of events and a winning strategy to attract major international congresses
Italy consolidates its position at the top of global congress tourism, placing itself in second place in the ICCA 2024 (International Congress and Convention Association) ranking for the number of international congresses hosted, surpassed only by the United States. A result that goes beyond simple statistics: it is a true affirmation of leadership, not only in Europe, but also in the broader global arena of the meetings industry. In 2024, our country hosted 635 international congresses, marking an increase of 82 events compared to the previous year. A leap forward that, in relative terms, represents the most significant growth among the main European destinations. The United States, still at the top with 709 events, remains a point of reference, but the gap is significantly reduced. In short, Italy is running fast, driven by a complex strategy and an increasingly competitive supply chain.
The ICCA ranking, which has always been considered the most authoritative benchmark in the sector, selects only international conferences that are repeated periodically and take place in at least three different countries. This means that Italy’s numbers do not reflect a simple quantity, but a high organizational quality, which rewards the ability of the Italian system to manage complex events, often of high scientific, economic and cultural profile. It is not only the country as a whole that shines, but also its cities. Rome maintains its presence in the world top 10, placing ninth with 114 international events. Milan, on the other hand, records one of the most significant growths: from 29th to 14th position, with 100 conferences hosted and an average of participants per event that places it among the top three cities in the world. A result that rewards the dynamism of the Lombard capital and its ability to innovate in conference hospitality.
But it’s not just the big cities: Bologna, Naples, Florence and Turin confirm their presence in the top 100, while Italy places 20 cities in the top 300 and 24 in the world top 400. A unique figure in the international panorama, which underlines the widespread diffusion of a structured and quality conference network. No other country can boast such a territorial distribution: a real strength that makes Italy competitive also on a regional and local scale. Behind these numbers lies a clear strategy, built on the collaboration between institutions and operators. As the Minister of Tourism, Daniela Santanchè, underlined, “tourism continues to reaffirm its role as an indispensable resource for the nation”. The conference sector, in fact, contributes significantly to the national economy, stimulates the exchange of knowledge and has a direct impact on the deseasonalization of tourist flows, enhancing cities and territories even outside the traditional high season periods. Carlotta Ferrari, President of Convention Bureau Italia, highlighted the value of shared vision and long-term synergy: “Italy is growing more than our European competitors, thanks to a mature system, capable of adapting and distinguishing itself for the quality and impact of its content”. A concrete example is the Italian Knowledge Leaders project, cited by ICCA itself as a best practice for the valorization of national scientific and intellectual capital. Looking to the future, there is no shortage of challenges. Europe remains the main competitive arena, with 56% of the world’s congresses. To maintain and strengthen its position, Italy will have to continue to invest in modern infrastructure, technological innovation, professional training and international promotion. But it will also have to be able to integrate its extraordinary cultural and landscape offerings with the needs of an increasingly specialized and demanding demand. 2024 marks a fundamental stage in Italy’s growth as a global congress destination. An achievement that is the fruit of a shared strategy, widespread skills and a system that has been able to network. And if today Italy is second only to the United States, the declared objective is clear: aim for the top. With passion, quality and vision, the finish line is no longer a dream, but a concrete objective.
Alessandro Fiorentino