Italy opening for summer of events business

Italy is officially opening for the events industry over the summer, according to The Italian Tourism Board (ENIT). Representatives from the nation’s events sector joined Mash Media editorial director, Martin Fullard for a webinar on 9 June 2021. The webinar, which was hosted by ENIT and Reed’s IBTM, highlighted Italy’s conference and meetings potential, as well as what event organisers can do to contribute to the recovery of the sector. The panellists were quick to point out the importance of consumer confidence in revitalising the events industry. Dr Maria Criscuolo, chairwoman and founder, Triumph Group, said: “Event organisers’ ability to run ceremonies under complex situations will be vital to restoring consumer confidence.” Maria Elena Rossi, marketing and promotion director, ENIT, added: “Regaining confidence in the travel and meeting industries is vital to any events restart.” Rossi also highlighted the need for new regions to be explored by the events industry. She said: “Collaboration between major cities and their surrounding areas is creating new locations for organisers to host meetings and events.” Reflecting on the session, Fullard said it was great to see such optimism. He noted: “It was fascinating to hear how the landscape is evolving in Italy. While my focus has been UK centric for the last 18 months, I was previously unaware of the emerging optimism. In that regard the webinar was very educational. “It is apparent that ENIT and Rome’s convention bureau have been working closely with their government to ensure the power of live events is appreciated, and there are plans afoot for some cracking congresses and events later in 2021. “While there are still challenges, notably around international travel, I got a sense from the panellists that there is a real appetite for live events to return soon.”