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BTC 2014 attracting new exhibitors

New exhibitors continue to sign up in numbers for BTC, Italy’s events exhibition, due to take place at Fortezza da Basso, Florence on 11-12 November. This confirms the positive trend registered not only for the event itself, but also for the meetings industry as a whole, on which Italian and foreign demand-side operators are now increasingly focused.

Numerous types of new exhibitors have signed up in the last week. They include two national tourism boards: Croatia, now a well-established, international destination for meetings and incentive events, and Santo Domingo, which for some years has been investing in promoting itself on the US incentive market, and now also on the European market. There is an unconventional venue that is meeting with increasing success among the Italian and foreign MICE public: the Fidenza Village outlet, the king of shopping chic. And there is a luxury tour operator, Italy Events 5 stars, which proposes to the public worldwide 5-star stays and tailor-made events in the country.

The ranks of new exhibitors also include many hotel venues, both independent and those belonging to a chain. One prestigious name is US chain Dolce Hotels & Resorts, 23 hotels offering a total of more than 5,000 rooms in the US, Germany, Portugal, France, Belgium and Spain. Equally significant is the debut at BTC of three gems in the hotel-conference offer in Como, one of the emerging destinations of the Italian MICE industry: the 4-star superior Hotel Cruise and the 4-star Hotel Como (which are sharing a stand) and the Grand Hotel di Como. These three hotels join company network Lake Como Events, which returns with its own stand, having exhibited at BTC last year.

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