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Marketing, communication, culture and other sectors at BTC

This year, Italy’s events exhibition represents all aspects of the meeting & incentive sector, with an extraordinarily diverse exhibition floor

BTC, due to be held at Fortezza da Basso, Florence on 11-12 November, has good reason to call itself the "events exhibition" this year, not only in name, but also in fact. Today, we can say for the first time in the history of the industry in Italy, that, while still representing the majority and despite having numbers up on last year (which is very positive), accommodation facilities now barely constitute the absolute majority of exhibitors (53%), but instead share the space with other bodies which, through place of origin and core business, represent the complete range of players in the value chain.

In addition to this 53%, exhibitors are made up of: regional bodies (11%), now well-established partners in promoting the sector; traditional intermediaries such as PCOs, event agencies and communication agencies (8%); foreign institutions, the number of which is also up on 2013 (7%); transport companies (1%); and finally 20% belonging to other categories of operator active in different sectors.

This 20% includes marketing and communication groups (33%), and cultural and leisure services companies (23%).

Associations make an important contribution (17%), but the real surprise is the cluster made up of other companies (13%), the same weighting as technology/web firms (which is no surprise).

This means that the efforts to open up the industry to other professional sectors, previously distant but now well represented alongside our operators, with the common objective of empathetic, interactive and effective communication, have paid off, as reflected by their presence at our industry’s leading event.

New exhibitors include, in the technology sector, Go App, a point of reference for the development of mobile applications in Italy (increasingly important in communication for events) on iPhones, iPads, and Android and Nokia devices.

Then, we have three resorts: Nova Yardinia Convention & Spa Resort in Castellaneta Marina (TA), Italy’s largest convention and spa resort, which until last year co-exhibited on the Region of Puglia’s stand; Eco Resort dei Siriti, which commands a panoramic view over the hills of Nova Siri Marina (MT), in the Ionian Gulf; and Liscia Experience Resort, immersed in Sardinia's delighful Mediterranean lanscape (in Luras, OT).

Returning exhibitors include the Region of Veneto, which is attending with its usual collective stand, Ljubljana Convention Bureau, representing one of Europe’s trendiest and most popular destinations for the meetings industry, and the Grand Hotel Vanvitelli, the historic 4-star hotel in Caserta.

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