800 million from trade fairs and congresses and almost 3 million overnight stays
In 2024, Italy confirmed itself as one of the most attractive European destinations in business tourism, with numbers that speak for themselves: over 850,000 foreign travellers came to our country to take part in trade fairs and congresses, generating a total expenditure of 800 million euros and contributing to over 2.75 million overnight stays. A result that goes well beyond mere numerical presence and translates into a concrete and widespread economic impact, capable of generating value well beyond the days of the event.
This was revealed by ENIT – Agenzia Nazionale del Turismo (National Agency for Tourism), present these days in Frankfurt for IMEX 2025, the most important European event dedicated to the MICE (Meetings, Incentives, Conferences, Exhibitions) sector. A strategic occasion to take stock of the state of health of a sector in strong expansion and that, also for Italy, represents an increasingly relevant asset in the composition of the tourism GDP.
According to the data released, in detail: 340 thousand foreigners participated in congresses, with a growth of +22.7% over 2023; 500 thousand travellers arrived for trade fairs, an increase of +18.3%;
Overnight stays related to congresses exceeded 1.15 million, registering +14.5%;
Those related to trade fairs reached 1.59 million, a leap of +18.4%;
Tourism expenditure on congresses reached 270 million euros (+20%);
Expenditure linked to trade fairs reached 530 million, growing by +27.7%.
The main markets of origin remain Germany, France, the United Kingdom, Spain and the United States, countries that confirm a growing interest in Italy not only as a cultural and leisure destination, but also as a reference platform for international events, thanks to an integrated offer of facilities, hospitality and beauty.
‘MICE tourism is a strategic segment for Italy,’ commented Ivana Jelinic, managing director of ENIT. “It not only brings numbers, but generates a quality linked industry, with high spending power and a strong impact on the territories, also thanks to the effect of “return tourism”. The 2024 figures confirm this: the country system knows how to respond with effectiveness and vision to all types of demand’.
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