What is Italy at Hand?
Italy at Hand is the top international event for the promotion of Italy as a MICE destination. It took place for the first time in 2018 and is co-organized by Convention Bureau Italy and ENIT – the Italian Government Tourist Board. This will be the fifth edition after being held in Bologna, Rome, Milan and Naples. We are delighted that Tuscany applied and won the bid to host Italy at Hand 2023, which was made possible thanks to the dedication and enthusiasm shown by Toscana Promozione Turistica, Destination Florence Convention & Visitors Bureau and Firenze Fiera, supported by very committed local suppliers.
How much does Florence as a destination help to attract international delegates?
Florence is undoubtedly one of Italy’s most successful destinations at an international level among the MICE industry and beyond. Florence has always been a sought-after destination in terms of holding trade fairs and conventions thanks to having an incredibly strong Convention Bureau, which sets an example both nationally and internationally. Florence is a natural location to host Italy at Hand since the city is so accustomed to hosting events. So, yes, Florence is a destination that definitely attracts delegates from overseas. After the previous editions, it was logical and in line with the event’s objectives to bring Italy at Hand to Florence.
How is the event structured?
Italy at Hand consists of a blend of activities. One of the hallmarks of the event is that pure business coexists alongside more sociable moments, in which the delegates experience the unique characteristics of the destination first-hand, hence the name of the B2B event. The event gets underway with an informal evening, which includes some ice-breaking activities, so that the buyers and suppliers can get to know one another on the first night. Then on the following days, we organize half-day workshops. We are proud that we can rely on partners like Toscana Promozione Turistica, Destination Florence Convention & Visitors Bureau and Firenze Fiera, which will host the business side of the event through workshops and meetings. In the afternoons, the delegates are divided into groups to take part in interactive, dynamic and experiential activities, so that they can find out for themselves the opportunities that the destination has to offer. While we are still working on the final programme, activities in Florence might involve learning about perfume making, fashion and the art world. It’s a way for delegates to become acquainted with the essence of the destination and with one another on a more informal basis, which makes business more effective. We will also be arranging technical site inspections, meaning that participants will be able to visit locations and hotels, which will make it easier for them to organize events in Florence. Italy at Hand will culminate in a gala dinner. In addition to celebrating the event, the delegates and the meeting industry, we will honour the buyer who has distinguished him/herself for having held the most meetings with Italian MICE trade professionals.
Who are the delegates at Italy at Hand?
International event organizers from Europe and, for the first time, from more distant markets, such as North and South America and Asia, travel to meet Italian MICE professionals from all over the peninsula. Something that we are particularly proud of is that this year’s event will see a rise in the number of delegates, which will make Italy at Hand a true celebration of the Italian meeting industry. In recent years, ConventionBureau Italia has made huge steps to ensure the participation of quality customers for our Italian trade professionals and delegates. That’s what makes Italy at Hand the leading event in the sector. Previous editions have seen an incredibly high appreciation of the buyers who have taken part and we are certain to achieve the same level of potential business again this year due to the international clients who are attending the B2B event.
