17/05/2013 Statistics and MICE researches

Milan: Fiera Milano Congressi presents the study on the economic impact of international events and the positioning of the destination in Europe

The study “Milan and international congresses: positioning in Europe and economic impact”, developed by the Research Lab on the International Meeting Industry-LAMCI at the Alta Scuola di Economia e Relazioni Internazionali  of the Università Cattolica (ASERI) was commissioned by Fiera Milano Congressi -which manages the MiCo congress centre in Milan - and presented today in the capital of Lombardy at the Alessi room of Palazzo Marino, the headquarters of the City of Milan which took part in the initiative.

This is the first time that a survey of this nature has been conducted on Milan as a destination for congresses and international events, evaluating not only the economic impact of the meetings hosted but also providing previously unavailable data, statistics and indications and highlighting the strong and weak points of the city vis-a-vis other European cities and capitals. 

The study analysed two separate research areas. The first described the positioning of Milan in relation to the ranking of 20 European cities drawn up by ICCA (International Congress and Convention Association) for the total number of associative events held from 2007-2011, based on the Congress Destination Index, the short  index processed specifically by LAMCI which summarizes several of the most important variables related to tourism and congresses. 

The analysis evidenced several points which can be summarized as follows:
- among the strong points of the Milanese congress offer we find:
• maximum capacity of the largest convention room (meaning that it comes in at number 3 in the ICCA ranking of 20 European cities)
• total surface area available for meetings at designated venues with at least 2,000 places (5th place)
• number of trade fairs (3rd place)
• number of ICCA events attended by at least 1,500 delegates (3rd place)

- weak points include:
• total number of congress venues (14th place)
• number of venues boasting at least 2,000 places (8th place)
• number of ICCA events (21st place)
• total number of participants at ICCA events (12th place)
• average cost per day of a business trip (8th place among the most expensive cities)

Conversely, the second research area calculated the economic impact of five associative congresses held at the MiCo congress centre from May to November 2012. Based on the results released, it emerged that, overall, the five events brought 27,000 delegates to Milan (accounting for 18% of participants at all events held at MiCo in 2012), of whom 20,400 came from abroad (equal to 49.8% of the total number of international delegates hosted by the congress centre during the same year).

The overall value generated by the five congresses proved to amount to 92.6 million euro, of which 54.5 million were attributable to direct impact while the remaining 38.1 million referred to indirect impact

Average spend (excluding long-haul transportation costs) per participant was calculated at 253.6 euro per day: in particular, that related to international delegates proved to be higher (276.4 euro) than that of Italian delegates (116.6). The largest spend factor is constituted by hotel accommodation, followed by shopping and presents, food and refreshments and evening entertainment.


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Tag: Fiera Milano Congressi, Milan, studies and research
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