Vol.17,No.2 | [Article] A Study on the Convention Industry in Italy: Focusing on Convention Bureau Italy (CBI)

This study explores the historical development and strategic activities of the Italian  Convention  Bureau  (ICB)  in  advancing  Italy’s  MICE  (Meetings, Incentives, Conventions, Exhibitions) industry. ICB has leveraged Italy’s rich cultural  heritage  through  five  initiatives—Italy  at  Hand,  Box  IT,  Italian Knowledge Leaders, Italy For Weddings, and Sustainable Events Industry—to position the country as a distinctive MICE destination. A key differentiator is its focus on wedding tourism, offering unique value in the global MICE market. ICB’s private-led model underscores its independence but reveals limitations due to minimal collaboration with public sectors. Successful MICE nations like Singapore and South Korea highlight the importance of government support and public-private partnerships. For Italy’s sustainable growth, stronger policies and cooperation are essential. This study underscores ICB’s impact while suggesting future research on integrating convention centers and event planners to provide a holistic view of Italy’s MICE ecosystem.