Italy: BIT2015 Will Put the Focus on MICE



“To open up new areas of business for operators in the most promising segments” – this new philosophy adopted by Bit2015, has led to the creation of MICE World, representing the top-notch segment of business travel. The new segment offers a special focus to people who organize conferences, meetings, conventions, incentives and exhibitions.

The Business Travel Observatory of the University of Bologna reveals that, in 2013, expenditure on business travel increased by 2.1 percent, totaling 18.7 billion euro, a trend which seems destined to continue this year. According to figures published by ICCA – the International Congress & Convention Association, Italy, which organized almost 450 events last year, is the sixth-largest market in the world.

Bit2015: Mice World means high-level contacts, networking, free matching and social media. It is an opportunity for commercial comparison in a highly professional setting, which ensures not only the quality of the contacts but provides the chance to start effective negotiations. The MICE World area will become a key component of Bit2015’s new philosophy, based on an all-in-one concept: for the first time in this sector, it has succeeded in getting away from the old system based on geographical areas by establishing a new standard revolving around business segments. By gathering them all under one roof, it enhances the areas in common between the various business sectors, multiplying their business potential and combining the vertical nature of more specialized fairs with the broader, more complete vision of the markets.

The new strategy adopted by Bit2015 is also giving a strong boost to internationalization. The idea behind the ‘Bit in the World’ initiative is to take the finest parts of the Italian tourism system directly to the markets showing the greatest interest, providing support for the operators who want to present their offering in a structured way. Meanwhile, the Annual Tourism Congress, with a specific MICE session, will attract opinion leaders and top professionals from the tourism industry who will speak from the stage of Bit2015.

Bit2015 is will be held in Fiera Milano at Rho February 12 – 14, 2015.

Bit2015, www.bit.fieramilano.it