During the two-day event, which took place at Santa Maria della Scala and the City Hall in Siena, Italian and international wedding planners had the opportunity to meet and discuss with highly specialized operators in Tuscany, such as flower designers, caterers and photographers. The panel discussion, on the other hand, was a moment of interaction during which experts, journalists and bloggers presented their analysis of market trends and the latest news in the sector.
Superb participation marked the themed panels, which featured the media, trade associations, hoteliers and leading international operators in the sector. They revealed that the wedding season, after the pause imposed by the pandemic, had resumed suddenly, taking many operators by surprise. Nevertheless, it was said that the growing trend towards booking long-term events, even up to 2024, would give operators more certainty in planning investments. According to experts, in the next three years, Italy will record a steady 20% increase in weddings compared to 2019.
The second day featured the Market Numbers panel by Sinerbit, a company that has worked in the wedding marketing industry for over six years. According to their ‘digital thermometer’, presented by digital strategist Lorenzo Mosti, there has been a boom in searches for the keywords “Tuscan wedding”: the US (+30%), South Africa (+33%), the Gulf countries (+33%), Asia (+467%) and Australia (+600%) all looked with great interest at Tuscany, after a drop in searches in 2020. Italy and Tuscany’s reputation as a wedding destination also tops the world rankings on Instagram, with #weddingintuscany recording a 38% growth in 2021, confirming it as by far the most used hashtag among other Italian destinations.
