Michela Salatino, beon. Italy Office Director analyzes the event industry estate of affairs in this country through the MICE activities organized across Italy, and the most popular services in this field.
Italy has an important record of event management and it is considered one of the major destinations for business tourism. What are your views on the current event industry in the country?
Italy has been a pioneer with respect of tourism economy. Already in the 50’s, the Italian politics and economy were tourism-oriented. This has transformed the country into one of the most touristic countries of the world. Generally speaking, Italy is not a destination for many great events, but has a major history as tourism host.
Please highlight the greatest events in the country.
When describing the event scene in Italy, we may focus on three major destinations:
Rome: Possesses a historical heritage that is worldwide famous. The city welcomes millions of tourist each day, attracted by ancient art and Christian faith. Its history and culture have transformed Rome in the city receiving more visitors in the country… for two centuries now! As events settings, there is no other place as unique as Rome in the whole world. An example of this is the Lyric & Ballet Festival at Le Terme di Caracalla… simply magnificent!
Milan: Our most cosmopolitan city has nothing to envy to the most exclusive capitals in Europe. Milan gathers in its essence pure Italian tradition and contemporary lifestyle. This is reflected in the industry of events through the international meetings that every year reveal the Italia excellence:
* Fashion: Milan Fashion Week transforms the city in the world’s fashion capital, and gathers the best professionals every year: Armani, Versace, Valentino, etc.
* Interior Design: ‘Salone del Mobile Milano’, a major international event, a research hub, and showcase for the latest architecture, art, and contemporary design trends.
* Gastronomy: The Milan Universal Exhibition, devoted to the food industry, opened the city to all international gastronomic events.
Venice: Known for being ‘the city on the water’, this destination has positioned itself in the industry of big events as an epicenter for global celebrations:
* Film industry: Venice International Film Festival, organized by La Biennale di Venezia, is the world’s oldest film festival, and its red carpet welcomes every year the best international stars and film professionals.
* Art: Venice International Art Exhibition, also organized by the Biennale, one of the greatest contemporary art exhibitions in the world, and one of the most prestigious.
* Carnival: According to Condé Nast Traveler, Venice Carnival is one of the events everyone should see at least once in their lifetime. A lavish mask party known worldwide!
But let’s not forget other crucial factor for choosing Italy as event destination: the majestic beaches in the Sardinian Emerald Coast, worldwide known and a favorite for DMCs.
What do clients usually require when organizing events? What Are the Most In-Demand Business Services?
Depending on the type of event, we advise our clients so they can choose the best destination according to their needs. For example, if they are planning an incentive we offer them Venice or Rome, and if they aim to hold a convention, Milan. And let’s not forget the southern beaches, an incentive mecca during spring and summer, specially craved by northern Europe clients.
With respect to the services, we offer all types of services in the fields of logistics, production, and technology, depending on the event characteristics.
beon. Worldwide aims to improve its positioning as an event company in the European MICE industry. What is the main contribution beon. Italy brings to the market, providing the know-how of a solid group such as beon. Worldwide?
beon. Italy offers something that is highly demanded in Italy: a company with an in-house production, technology, and communication agency. All coordinated by an international account manager capable to provide the logistic services. A 360-degree service with an excellent know-how, without the need of intermediaries. A turnkey project that really differentiate us from our competitors.
Besides, international clients value a lot to rely on a company that is present in the main European countries. We try to offer a personalized service with a single account from the beginning of the project up to its completion, so the client’s requirements are understood and satisfied.
