Italy at Hand 2021 Sees the Light in Milan

1st Jul, 2021

Convention Bureau Italia and ENIT – Italian National Tourist Board have just announced the third edition of the event, to be held on 16-18 December 2021 in Milan.

3 days of event, 45 top qualified international buyers, 35 of the best exhibitors the Italian MICE Industry has to offer, over one thousand business meetings, interactive activities and Italy’s sheer beauty as a majestic, yet discreet background: after just two years (and a worldwide pandemic in between) since the last edition in Rome in 2019, Convention Bureau Italia and ENIT – Italian National Tourist Board are proud to announce that the third edition of Italy at Hand will take place on 16-18 December 2021 in Milan.

Italy at Hand will have the same format as its 2018 (Bologna) and 2019 (Rome) counterparts: three days of perfect balance between a tight B2B appointment agenda between qualified national suppliers and high-profile international and national buyers and lots of formative and fun activities connected to the emotions, images, sensations, inspirations sparked by Italy’s identity and its traditions. The detailed program will be announced at a later stage this year once it will be made final.

Italy at Hand will be a 100% live event: thanks to the global positive trend of the vaccination campaign worldwide and the enforcement of strict protocols concerning safety and social distancing, we feel that there are all the prerequisites to meet securely once again in person.

“Today, July 1st, Italy reopens for live events and we felt that there was no better day to announce the 2021 edition of Italy at Hand!” says Carlotta Ferrari, CBItalia’s President. “Furthermore, we are particularly proud that Milan has accepted our call to host the event, as Milan is a city with Events deeply rooted in its DNA and that during the pandemic, with great foresight, presented its local Convention Bureau. It is a great success that raises the bar of the already broad line-up of local Convention Bureaus in Italy,” continues Carlotta. “It is certainly a pride to be able to organise this important project together with Milan and, particularly, together with ENIT right from the start of the project, thanks to the consolidation of important synergies that strengthen Italy’s reputation”.

“There could not have been a better city to host the next edition: Milan is a marvelous, well-connected city and we are extremely happy that it will host the next edition of Italy at Hand,” adds Tobia Salvadori, CBItalia’s Director. “It is undeniable that todays there is an atmosphere of optimism and positivity; both for today’s reopening, but also for the prospect of soon being able to meet for an onsite event after a long time,” adds Tobia. “Moreover, today we want to make yet another announcement: due to the pandemic, the 2020 edition of Italy at Hand, scheduled in Matera, was postponed. It is with great satisfaction that we can already confirm that Matera will be hosting the 2022 edition of Italy at Hand."

“ENIT, the Italian Tourist Board, has increased during the last months its marketing and promotion activites to support the restart and the main players on the market, as the Italian Convention Bureau. Made in Italy branding and destination marketing are aimed at positioning Italy as international leader in the meeting industry", says Maria Elena Rossi, Global Marketing and Promotion Director ENIT. "The restart of events, innovation through new digital technologies and the partnership with the main Italian cities, in Milan, with Milano&Partners and Yes Milano Convention Bureau, are part of our strategic vision for value growth and for a sustainable and inclusive development of our country."

Milan, embodied by YesMilano Convention Bureau was more than ready to answer our call, being - also geographically - undoubtedly the most ‘European’ of all Italian cities:

"In a period marked by the pandemic, the City of Milano responds with concrete actions to support the relaunching of business tourism, presenting national and international operators with project that Milano has been asking and waiting for years: an official Convention Bureau for the City of Milano,” says Luca Martinazzoli, Milano&Partners General Manager. “A crucial element to the success of any convention bureau is the ability to work across sectors so that the city as a whole is able to respond quickly and provide a full range of services to business tourists. Milano&Partners, the promotion agency of the City of Milano, has gotten interest and support from the most important local players in the tourist industry, such as SEA (Milan Airports Authority) and the Fiera Milano Foundation, around its task of relaunching Milano metro area’s world attractiveness via the brand YesMilano. The YesMilano Convention Bureau was born out of the decision of the associates of Milano&Partners, and their firm intention to build an institutional tool that provides a unique gateway to the city,” concludes Luca.

Beyond announcing the dates, from today international and national Buyers interested in learning more about how to be granted hospitality and participation to the Event can officially send us their interest in participating by visiting and fill the dedicated form. Around the end of August and beginning of September they will then officially open the registrations and then proceed to a final selection according to the high standards of profiling that CB Italia practices in recruiting buyers.

Other Articles

About Us

Supported by the Union of International Associations (UIA), the International Association of Professional Congress Organisers (IAPCO) and the Interel Group, the global public affairs and association management consultancy, Headquarters Magazines serve the needs of international associations organising worldwide congresses.