Third Edition of the Exchange by Italian Knowledge Leaders Wraps Up in Rome

Conceived and promoted by Convention Bureau Italia, The Exchange by Italian Knowledge Leaders concluded its third edition with strong engagement and broad participation.

This year’s event — organised in collaboration with Convention Bureau Roma e Lazio and EUR S.p.A., owner of the Roma Convention Center La Nuvola, which hosted the event — once again demonstrated its strategic importance in positioning Italy as a leading destination for international scientific and academic conferences.

Italian Knowledge Leaders is a long-term initiative designed to strengthen the national meetings ecosystem by fostering events, business development strategies, communication campaigns, and collaborative working groups. Its mission is to support the Italian academic and research community with effective, innovative tools for international dissemination and congress bidding.

By promoting values such as internationalisation, knowledge valorization, inclusivity, and intergenerational collaboration, the project has positioned itself as a benchmark in the global MICE landscape. A fact confirmed by Italy’s performance in the ICCA 2024 rankings, where the country placed second globally and first in Europe for international congresses hosted, for the second year in a row. At the heart of this initiative is The Exchange — its operational core.

“As Convention Bureau Roma e Lazio, we embraced the Italian Knowledge Leaders project from the outset, in full continuity with our ongoing commitment to enhancing intellectual capital — also through initiatives such as the Ambassador Club, launched in 2019 to foster synergies between the academic world and regional stakeholders," said Onorio Rebecchini (below), President – Convention Bureau Roma e Lazio. "This appointment—powered by dialogue between institutions, industry professionals, international associations, and the scientific community contributes to strengthening both our destination’s positioning and Italy’s standing at the top of the global meetings industry.”

A Strategic and Exclusive B2B Platform

The Exchange is a strategic and exclusive B2B platform. It facilitates high-level interaction between carefully selected international association representatives and Italian destinations, offering a structured environment for dialogue and collaboration.

Content, Dialogue, and Development

The event combines curated one-to-one meetings, working tables, technical site inspections, and networking opportunities. Over the course of three intense days, participants engaged in meaningful discussions and exchanges between the global association community and Italian congress industry stakeholders.

This year’s edition featured over 200 B2B appointments involving convention bureaux, conference centres, PCOs, hotels with event facilities, and major hotel groups, along with 14 international associations, selected for their relevance and strategic potential. Attendees also took part in 7 site inspections across Rome’s most prestigious venues, hospitality infrastructures, and congress locations.

“It was a privilege to represent the Lazio Region and Councillor Elena Palazzo at such a prominent gathering in the international congress sector. Events like this showcase how public and private sectors can achieve remarkable outcomes when united by a common vision. Our country, and in particular our Region, has firmly positioned itself as a leader in the European meetings industry, says Micol Grasselli, Regional Councillor – Lazio Region.

Building on the 2024 release of the project’s first publication — Guidelines for Stakeholder Management in Bid-Making, a practical guide for congress bidding—the 2025 edition introduced a new thematic focus: “Bid Books: From Ordinary to Extraordinary”

Five dedicated roundtables explored this topic, offering participants — leaders and professionals from across the MICE sector — a forum to address key issues related to the strategic and operational aspects of leadership in the congress arena.

A space driven by collective intelligence, The Exchange fosters shared insight and innovation through dialogue among destinations, professionals, and representatives from the academic and association sectors.

Italy as a Global MICE Leader

According to the ICCA 2024 Report, Italy has achieved a historic result: second place worldwide and first in Europe in terms of international congresses hosted. This achievement highlights the country’s capacity for strategic coordination and excellence in the MICE industry.

Events like The Exchange by Italian Knowledge Leaders are essential tools to further strengthen this leadership, enhancing Italy’s visibility, consolidating expertise, and generating economic and reputational value across the sector.

"Italy’s continued success in the ICCA rankings is a source of deep pride. It confirms the strength of our vision, the richness of our intellectual capital, and the talent within our industry. The Exchange is a clear example of how collaboration, ideas, and opportunities can be brought together in one space," said Carlotta Ferrari (below), President – Convention Bureau Italia. "But lasting success requires strong alliances—particularly with institutions—whose structural support is essential not only to consolidating past achievements, but to ensuring continued growth and long-term investment in the Italian meetings industry.”

Institutional Engagement

The final day of the event entitled “Italy & Rome: Congress Leadership: From Strategy to Execution” featured the participation of institutional representatives who expressed their support for the congress industry and its strategic relevance for Italy’s global positioning.

This institutional presence underscores the recognition of The Exchange and the broader Italian Knowledge Leaders initiative as pivotal platforms in Italy’s promotion as a knowledge-based destination.

Thanks to institutional involvement and the engagement of the host destination, the final day also offered an opportunity to reflect on the outstanding results achieved by Italy — and by Rome in particular — while reinforcing the importance of long-term collaboration between public and private stakeholders.
 

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