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.
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22 June 12
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