Italian meetings tradeshow BTC to relaunch

The Italian meetings tradeshow BTC is set to be relaunched and repositioned in Florence for its 2013 show.
 
Announced
at the 2012 show at the Fiera Rimini from 21-22 June, the move will
mean the exhibition will be held at the Fortezza da Basso Exhibition
Centre from 12-13 November 2013.
 
The Rimini Fiera Group is the
majority shareholder in BTC through TTG Italia and subsidiary Exmedia
which organises it. Rimini Fiera Group’s Chairman Lorenzo Cagnoi said
the change in venue and date is part of a project to relaunch and
reposition the exhibition, and is supported by the Region of Tuscany.
 
Cagnoi
said the revamped BTC will be designed by a technical committee to draw
up “fresh guidelines in line with the latest market requirements”.
 
Florence
was identified by Rimini Fiera as the most suitable venue for BTC in
light of the important measures that the Region of Tuscany is
implementing to support the meetings industry with the interregional
MICE in Italy project to boost the competitiveness of Italy as a
destination.
 
Exmedia and the regional councillor for tourism of
the Region of Tuscany have signed a three-year memorandum of
understanding, with a view to redesigning and relaunching the show.
 
“We
are pleased with this agreement,” said Cagnoni. “Exmedia and the Region
of Tuscany are in complete agreement on the project to relaunch BTC,
which will be revamped to meet the new demands of a rapidly-changing
market.”
 
The memorandum of understanding is based around three
main undertakings: the return of BTC to Florence, the restoration of the
original autumn date and the creation of an expanded Technical
Committee with an advisory role that will help design the new show.
 
The
technical committee will consist of Exmedia, Promotoscana, Toscana
Promozione (Tuscany’s regional agency for business promotion),
Federalberghi Toscana (the association of Tuscany’s hoteliers), the
Florence Municipal Council, Florence Convention Bureau, Convention Bureau Italia and Federcongressi&eventi (Italy’s industry operators association).
 
“Each
component of the new Technical Committee will contribute their own
knowhow to designing and creating an exhibition that is able to offer
market operators real added value. Such a broad and influential steering
committee will undoubtedly result in a show with the broadest possible
support on the market,” said Paolo Audino, CEO of Exmedia and TTG
Italia.
 
Any conference-related news? Email sarah@mashmedia.net

Paul Colston

Author

Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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