Four months on from its launch, BTC has already confirmed 60% of its international contingent. This will come from a total of 22 countries, mainly located in Europe, but will also represent markets further afield with high purchasing power, such as the US, Russia, Brazil, India, China and Japan.
This year, international hosted buyers coming to Florence to meet supply-side representatives of Italy’s meetings and events industry will represent two thirds of the total (around 200). The decision to increase the percentage of foreign demand-side players reflects the current requirements of operators, who are increasingly geared towards acquiring business from outside of Italy’s borders.
To support the programme, BTC is this year offering international hosted buyers five post-tours (to Florence, Livorno, Siena area, Barberino del Mugello, Bologna, Perugia and Assisi), organised in collaboration with local convention bureaus and operators, designed to offer them an opportunity to experience destinations and events venues at first hand.
