MICE on the rise in Emilia-Romagna and Italy according to the new 2024 OICE data

2024 has been a year of solid growth for the MICE sector in Emilia-Romagna and across Italy, according to the 11th edition of the Italian Congress and Events Observatory (OICE), promoted by Federcongressi&eventi.

The report focusing on Emilia-Romagna was presented in Rimini during TTG Travel Experience. The panel, titled “MICE in Emilia-Romagna Continues to Grow in 2024: Analysis and Outlook”, provided an opportunity to discuss the region’s and Bologna’s positioning, highlighting achievements and future challenges.

Speakers included Gabriella Gentile (President of Federcongressi&eventi), Patrik Romano (General Manager of Fondazione Bologna Welcome), Fabio De Santis (Event & Conference Director, Italian Exhibition Group), and Roberta Frisoni (Regional Councillor for Tourism, Sport, and Commerce of Emilia-Romagna).

In the photo: Gabriella Gentile

Business Tourism in Emilia-Romagna

Business tourism remains a key pillar of the regional tourism industry, driven by Bologna’s congress hub.

In 2024, the congress sector in Emilia-Romagna hosted over 42,000 events, attracting 3.7 million participants and generating 6.4 million overnight stays, representing 13.6% of the national total. Around 42.9% of these stays were in hotels equipped with meeting facilities.

Corporate clients organized 54.3% of events, while associations accounted for 32.7%, above the national average of 21.8%.

Bologna remains the leading congress destination in the region, with 25.9% of overnight stays, followed by Rimini at 12.4%.

Overall, Emilia-Romagna has 499 event venues, representing 8.9% of Italy’s total, with Bologna leading at 138 venues.

Italy on the Global MICE Stage

Looking at the Italian MICE market in an international context, Italy ranks 2nd in the world for the number of events in 2024, behind only the United States. Among Italian cities, Bologna ranks third in terms of events, following Rome and Milan.

In 2023, Italy’s meeting industry generated €11.7 billion, with 76% coming from participant spending (accommodation, transport, catering) and 24% from event organization.

Since then, the number of events in Italy grew by 8.2% compared to 2023, reaching 367,981 meetings and over 29.2 million participants (+7.8%).

Outlook for 2025

Projections for 2025 in Emilia-Romagna indicate a slight increase in the number of events (36.4%), while 60% of venues are expected to maintain stable volumes. Revenue is expected to remain largely unchanged for 48.1% of operators compared to 2024.

Key planned investments will focus on staff training, upgrading internal spaces, developing communication and promotion tools, and enhancing audio-visual facilities. The sector also continues its commitment to becoming increasingly sustainable and green.

With steadily growing numbers, an increasingly skilled supply chain, and a constant focus on innovation, Bologna and Emilia-Romagna continue to establish themselves as top destinations for Italy’s congress and business tourism.