BTC works on 2011 show focusing strategic development on hosted buyers, education and networking


With the summer date (June 30-July 1) and the venue of the Fiera di Rimini exhibition center confirmed for next year on the back of positive feedback from the market, BTC is working on the 2011 show, which looks set to register sound growth compared to the previous year.

The strategic development plan will focus on three areas: business, professional education, and networking.

“In terms of business, we are working to increase the presence of hosted buyers
at the show and further refine their selection based on their actual buying
propensity and power,” explained Gabriella Ghigi, BTC exhibition manager. “We
are particularly targeting corporate sectors that industry studies indicate as the top spenders on meetings, events, conventions, and incentive travel, such as pharmaceutical, manufacturing, consultancy, banks, and finance companies. As
regards agency demand, we are looking to increasingly involve professionals
from marketing, communications, and advertising backgrounds, to make BTC
a real “bridge” connecting the three sectors in which the meetings and events
industry operates: tourism, marketing, and communication.”

BTC is the only show in Italy that, by its type and size, can boast a program
of selected hosted buyers (Italian and international) who attend on the basis of pre-scheduled appointments. In addition, of course, there are the demand-side representatives who attend as unselected visitors (3,400 visitors at BTC 2010, 1,700 per day). These numbers make BTC the largest event bringing together demand- and supply-side professionals in Italy, unique on the Italian scene among the many industry workshops.

“BTC 2011 will also focus on professional education, real added value for a show that gathers all the players of a dynamic and growing sector like ours,” adds Gabriella Ghigi. “The program of seminars, presentations, round-table
discussions, and practical workshops, which in the B2B segment is unique to BTC, will be balanced and targeted, and will satisfy the needs of all stakeholders in the meetings and events industry, both in the choice of topics and the ways in which content is delivered.”

Finally, professional networking: “This is a fundamental tool with which to
develop new relationships and consolidate existing ones, to share experiences, to lay the foundations for profitable working partnerships, and also to have fun,” concluded Gabriella Ghigi. “It is another aspect of the added value of BTC, which, because it takes place over two days, provides the time needed to hold active and exciting networking events.”