Italy sparks curiously and feeds the imagination of corporate event planners in Zurich

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On 22 October 2019 I attended an event hosted by ENIT (the Italian Tourist Board) at the Baur au Lac hotel in Zurich, Switzerland. This event was part of the annual roadshow in three German-speaking countries, and after Zurich continued to Munich in Germany and Vienna in Austria. This year marks the 100-year anniversary for ENIT, which is responsible for promoting Italy internationally as a travel destination. Since 2016, ENIT has had a new business structure that optimises resources in order to increase the efficiency of expenditure and promotion to foster the growth of key geographical markets. Its promotional activities have been proved successful, and in 2018, Italy surpassed France in international overnight stays, and it’s catching up with Spain. Italy also has very strong performance in the association meetings market, and according to the 2018 ICCA rankings, it ranked sixth internationally and fifth in Europe for the number of meetings that took place.

Read more about the event and learn about Italy as a MICE destination:

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