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27/11/2014 Statistics and MICE researches

Events, in Italy signs of an upswing

Corporate events
Corporate events

During the last year there has been a more than positive increase of 2.21% of the market volume, equal to 785 million Euros. Here is the first, encouraging, result, that emerges from the tenth edition of "Marekt on Events in Italy", the annual research of ADC Group - the Italian company active in publishing for marketing operators, advertisers, media and events - carried out by Astra Ricerche - one of the largest national social survey and marketing companies - on a sample of 300 companies active in the events industry.

The latest edition of the survey, that analyses the period from October 2013 to October 2014, reveals that 42% of the 300 companies interviewed invests at least about 20% of their communication budget in events, with growing numbers compared to previous surveys; even better are the predictions for the coming two years: 3 companies on 4 state that they will invest in events, whereas only 12% answer "Do not know". In detail, among those who have declared that they will invest, 48.8% consider an investment growth, 28% stable and 22%, on the other hand, do not know.

In any case, the estimates for the coming biennial indicate that the business volume will reach quota of 1033 million Euros. The type of events most frequently used are: Low Budget Event, Internal Corporate Event, Incentive. "The tendency - commented Cosimo Finzi, researcher for Astra - is that of a direct allotment on events: companies will not take off from other means, but will invest directly on the event medium." Still a little bit foggy is however the impact that Expo will have: 82% of the interviewed companies declares of not having yet planned any events related to the Universal Exhibition.


Statistics and MICE researches
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