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29/11/2013 Statistics and MICE researches

The events market in Italy is suffering a slowdown. Positive forecasts thanks to Expo 2015

The ninth edition of Monitor on the Events Market in Italy, a study conducted by AstraRicerche for the ADC Group was presented a few days ago in Milan at the Bea Expo Festival held at the Museo Nazionale della Scienza e della Tecnologia ‘Leonardo da Vinci’.
 
The study, carried out in November 2013 with 300 interviews conducted on a sample of businesses and organizations operating in Italy who invest in business communications, confirms a 9% reduction in the events market compared to the previous year and a reduction of as much as 34% compared to 2008, i.e. the year marking commencement of the economic crisis.  
 
Investments in 2013 accounted for EUR 768 million, against the EUR 847 million in 2012. This year, 25% of companies interviewed did not organize events and 41.5% invested less than 20% of their communications budget.  
 
As regards event typologies, the survey highlighted an increase in low budget events (49%), in-house corporate events (46%) and the use of the web before, during and after the events.
 
Forecasts for the next two years are positive: operators maintain that there will be a return to investments of about EUR one billion (998 million, to be exact), thanks to the impact of important events, including, first and foremost, Expo Milano 2015. However, only 12% of companies said that they had actually done something about organizing events related to the Universal Exposition.
 
 43.6% of the respondents said that investments will increase over the next two years; 27% of companies – the number is growing- is unsure whether they will invest. On the one hand, there is growing optimism while, on the other, uncertainty about the future continues to increase. 
 
The monitor also revealed some rather disappointing data regarding return on investments (ROI) and events sustainability. In fact, 57% of those interviewed confirmed that they do not measure ROI, 27% say that they only monitor it sporadically and only 16% confirm that they measure it on a regular basis.  As regards green events, only 11% mentioned that they organize totally eco-sustainable events; 62% say that they haven’t yet done anything in this direction and 27% are still somewhat sceptical, only partially believing in the benefits of same. 

Statistics and MICE researches
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