What’s trending in Italy?

What’s trending in Italy?

  • 28 Feb Off

What are the trendiest event venues in Italy? What kind of experiences are clients looking for in Italy? What are the most in demand destinations for meetings and incentives in Italy? Emanuele Pinna, Destination Manager Pacific World Italy answer these questions below. 

Q: The current industry trends confirm that there is a growing interest in second-tier destinations, destinations off the beaten track. Have you experienced this?
A: Yes, more and more clients ask for small meetings (up to 100 participants) and incentives in lesser known destinations. We are suggesting some of the most beautiful towns and small villages in locations in Tuscany and also in lesser visited locations such as Taormina or Luca. These destinations are attractive for these planners looking for cost effective options and also interested to enhance the attendees experience with unique encounters with the rural, local culture and nature of Italy. A refreshing ambience that engages attendees through experiences and emotions.

For bigger meetings and congresses, Rome and Milan are still the top choices.

Q: Which source markets are recently increasing to Italy?

A: We are receiving a large amount of requests from Middle East, Far East and North American clients.
The aggressive investment in new hotels in Rome and Milan over the last 2 years, the opening of new luxury venues and their corresponding marketing and promotional campaigns, together with the Etihad-Alitalia partnership is attracting Middle and Far East markets.  Italy also benefited from great exposure thanks to Expo 2015 in Milan. In Rome the new conference center “La Nuvola” (Cloud) is also attracting Conferences and Congresses.

Q: What kind of experiences are clients wanting more of during meetings and incentives?
A: Local experiences linked with the territory are still the most requested. Paparazzi games where  participants become real reporters going around the beautiful streets and squares of the city, interviewing people and shooting interesting photos, is still the most requested and appreciated.

“Create your own Italian fragrance”, an experience that we organize in one of the most famous mansions in the center of Rome is also very popular. Guest’s works with different fragrances to create their own precious infusions according to their liking with a refined balance between perfumery techniques, innovation and prestigious raw materials.

But recently our new fresh idea “Go Green” is becoming increasingly popular: guests cooperate with the WWF to conserve the nature of an oasis, close to Rome.

Q: Any new market that you think will grow in the near future?

A: The new flight Beijing – Rome operated by Alitalia 4 days per week will improve the growing movements from China.

Q: Could you tell us what are the coolest venues in Italy for events?

A: One of my favorite is The Building, a new 4 star hotel in Rome with 180 rooms and meeting facilities, and an amazing restaurant located in an old chapel. A really inspiring venue! Cinecittà is one of my favorites for Gala Dinners.

In Forte dei Marmi (Tuscany) a new 5 star hotel will open and looks amazing. It will be the first luxury hotel that can only be booked in exclusivity.


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