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Milan queen of conventions: the international meeting industry has appointment at BIT

A GNP that can be compared to that of entire European countries, such as Ireland. High density of creativity and innovation. An increasing international attraction, with numbers in constant increase in tourism and, particularly, in conventions. This is the image of MIlan in the international context that emerges from Milan By Numbers 2015, an analysis on the perspectives of the city outlined by Bit – Borsa Internazionale del Turismo by the Research Lab on the International Meeting Industry (LAMCI), an initiative developed by the Alta Scuola di Economia e Relazioni Internazionali of the Università Cattolica del Sacro Cuore (ASERI) with the collaboration of Fiera Milano Congressi. 

 

In the detail of the world of Travel, in the sums relating to 2015, the city registered 11,741,374  overnight stays in total of which 7,258,350 are international (+17% beyond 2014) with an average annual occupancy rate of the hotel rooms equal to 69.3%. And the data of 2016, even though still partial, mark a stability, with about a +1.5 – 1.8% compared to the records of 2015. About a fifth (19%) of overnight stays is generated by the meeting industry: third over 243 European cities for an exhibition surface area and seventh for the total surface dedicated to conferences and events, in 2015 the metropolitan area totalised 33,718 meetings and events for 2.27 million participants (according to the Osservatorio Italiano dei Congressi e degli Eventi) and it hosted 93 international associations conventions (recorded by the ICCA) for 64,110 participants, 21st on a worldwide level for the number of events of this kind. 

 

The 316 conferences spaces of the metropolitan area (220 alone in the city of Milan) represent over a third (33.8%) of the 934 facilities of Lombardy (first region in Italy) and about a fifth (19.7%) of the North West, whereas equal to 5.5% of all the 5,407 places that were part of the data collection by the OICE in Italy. The total days have been 49,892 and have totalled 3,569,426 presences. An event that on average lasts a day and a half, with a presence of 67 participants. 

 

For the near future, Milan prepares to become even more attractive for the MICE segment with an agenda where the urban transformations stand out, from the completion of the projects of Porta Nuova and Citylife to the re-planning of about 1.25 million msq of abandoned train stations; new cultural complexes branded by great archistars, such as the Fondazione Prada by Rem Koolhaas or the the recently inaugurated Fondazione Feltrinelli by Herzoy & De Meuron; and the perspectives made available by the area of Expo for the new campus of La Statale and the project Human Technopole. To make the best of this evolution transforming it in a business opportunity, BIT 2017 reserves for business travel a first line place on the stage of fieramilanocity from the 2nd to the 4th April 2017: one of the 4 main areas will be dedicated to MICE apart from Leisure, Luxury and Sport. 

 

 

 

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