On April 18, 2024, the Italian Embassy in Singapore transformed into a event venue where around 20 travel agents and business events specialists convened to delve into the topic of “Italy as a MICE destination”.
The event, hosted by ambassador Dante Brandi and convention bureau Italia director Tobia Salvadori, showcased Italy’s appeal as an ideal destination for business events.
Three major destinations – Milan, Rome and Sicily – were featured, chosen for their unique venues and significant upcoming events such as the Vatican Jubilee in 2025 and 2026 Winter Olympic Games (in Milan).
And although Sicily has hosted G7 ministerial meetings, event planners may not know about its volcano and archaeology excursions, leisure activities and high-quality accommodation, said Fabio Conte, deputy head of mission, Embassy of Italy.
He added: “Singapore was targeted because it has a market strongly oriented towards MICE tourism, both outbound – owing to a service industry fabric and high per-capita income – and inbound, due to its receptivity, dynamism and connectivity.”
Huang Eu Chai, director of Ergo: Travel, which specialises in the Italian market, described Italy as an “incredibly varied country”.
“Incentive and business trips to Italy make up a small but growing market for us. Corporate groups usually range from around 10 to about 35 persons. Last year, we planned and arranged a trip for a property developer and its customers to visit a marble quarry near Forte dei Marmi in Tuscany,” shared Huang.
With Italy hosting many arts events and trade fairs throughout the year, business delegations and exhibitors can also enjoy pre- and post-event stays.
This Italian outreach was supported by the National Association of Travel Agents Singapore and Turkish Airlines, which has many direct flights to Italy from Istanbul. Triumph Group International, a leading Italian PCO with a Singapore office, was also present.
