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May 1, 2012

The Italian Conference Market Report is back

The Italian Conference Market Report (Osservatorio Congressuale Italiano) returns to BTC, Italy’s Events Exhibition: data, numbers and trends relating to events held in the country in 2011 will be presented at the show (21-22 June), which last year was commissioned to manage the report by brand owner Federcongressi&eventi.

The research has not been conducted for two years, and the last edition was based on data for 2009. BTC renewed its content and called on to conduct it Attilio Gardini, professor of econometrics at the Faculty of Statistical Sciences at the University of Bologna.

The Conference Market Report developed by BTC introduces two important new features compared with previous editions: a broader surveying of events venues, to expand the database on which to conduct the research, and a section measuring and analysing the macroeconomic impact of the conference industry on the Italian economy (the only survey of the industry’s economic effect conducted in Italy dates back to 2004).

In June at BTC 2012, the data for 2011, excluding the figures on economic impact, will be presented: the number of events hosted at Italian venues and their type (conferences, meetings, conventions, symposiums, team building, incentive, etc.); number of conference delegates in attendance; conference attendance days; market trends according to demand type (corporate, association, government and other organisations); analysis of events by type of hosting venue (hotels, conference and exhibition centres, events venues and historic residences); breakdown of trends by event duration.

Given the complexity of the analysis, the section measuring economic impact will be produced at a later date: the project, which follows the methodology of satellite accounting and the measure of Nace-Clio economic aggregates, will investigate the spending of participants at events and that of promotors; the revenues, cost structure and distribution of income by industry businesses and the direct impact of the industry (revenues, GDP, employment, salaries and other returns).

“Producing a quality study that also provides data on economic impact comes at a high price, however: Exmedia and Federcongressi&eventi are therefore looking into ways of financing its production over time with the support of member companies, industry businesses and other third parties” says Paolo Audino, Chief Executive of Exmedia (the company that organises BTC. “A study structured in this way constitutes a valuable operational and reference tool for the entire industry, able to guide strategies and investment, and to grab the attention of politicians and local authorities. We therefore believe that everyone who in some way operates in the industry should contribute – to the extent that they are able and wish to do so – to its production, moving beyond the traditional sponsorship and seeking new forms of cooperation”.

The various ideas are currently being examined, and the “shared” financing model is expected to see the light of day in the next few months, and proposed to all industry stakeholders.


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