The Italian Tourist Board, Enit, has announced an exclusive year-long partnership with IBTM Events, which will see its participation in IBTM World Virtual 2020; IBTM Asia Pacific 2021; IBTM Americas 2021, and IBTM World 2021.  The partnership will be launched at the first of those events, IBTM World Virtual, which takes place from tomorrow until December 10, 2020.

During this event, buyers will be able to meet with 23 suppliers from seven regions: South Tyrol, Emilia Romagna, Friuli Venezia Giulia, Liguria, Piedmont, Puglia and Veneto. As well as increased profile at the various IBTM events throughout the year, Enit’s annual partnership will include a series of webinars and a themed blog dedicated to Italy’s Cities of Art.

On the partnership, Maria Elena Rossi, director of marketing for Enit commented: “We are delighted to announce this strategic partnership between Italy and IBTM Events.

“The MICE market is incredibly important to the recovery of tourism in Italy which has been severely impacted by COVID-19. We look forward to a productive event this month and an ongoing partnership into 2021.

“In terms of revenue, the overall expenditure of travellers from abroad in Italy for work reasons was 5.8 billion euros in 2019, a growth of 5 per cent compared to 2018.  Medical science (17 per cent), technology (15 per cent) and science (13 per cent) are the three most popular international meeting themes leading us to focus on innovation in the MICE sector for 2021.”

Michael Jones, event manager for IBTM Asia Pacific and IBTM Connect commented: “The partnership with the Italian Tourist Board, Enit, for the entire annual IBTM portfolio events cycle cements what is an excellent working relationship between the two organisations.

“We work closely with ENIT across our portfolio and are looking forward to working with them to deliver some engaging added-value content to help event organisers plan meetings and events in this beautiful part of the world again, when it is safe to do so.”