15% of Florentine tourism is “MICE”

15% of Florentine tourism is “MICE”

The Province reveals the first data on the analysis of the congressual sector.

The research was presented on May 31st at Villa Poggi, Florence, during a special meeting which was attended by the Tourism Council of the Province of Florence and president of the Firenze Convention Bureau, Giacomo Billi, the Director of Coordination and Tourism Trade of the Regione Toscana, Paolo Bongini, the Director of the Centro Studi Turistici, Alessandro Tortelli, and the Director of the Firenze Convention Bureau, Carlotta Ferrari.

“The conference represents almost 15% of total overnight stays - says the Provincial Councillor Giacomo Billi - and, economically, we can represent about 20% of the total, considering that the average expenditure of a business tourist is usually higher than the rest of the flows. So the speed of detection is very important for planning the events of next year, and that is why we will monitor developments in the sector on a quarterly basis, in order to provide more accurate data”. The provincial congress system hosted in 2010 more than 5,700 meetings and over 850,000 participants, for a total of more than 1.4 million overnight stays (approximately 15% of the Florentine tourism).