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Welcome YesMilano Convention Bureau

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This month, we get to know YesMilano Convention Bureau a bit better with a Q&A below:

What was your motivation to join ICCA? 

There are many opportunities for us: access to an international database that maps the most important associations and events in our industry, networking with other members, cvb or congress centre. etc., and discovering local ambassadors active in a specific research area. Icca also offers an important tool for analyzing market positions between destinations.

Tell us your story. How did YesMilano Convention Bureau get started?

In a year marked by the pandemic, the Municipality of Milan today launched an official Convention Bureau for the city, responding to the need to support the relaunching of business tourism and answering a longtime need of national and international operators. The creation of the Convention Bureau aims to speed the recovery of the business tourism market by working across areas and sectors, so that the city as a whole is able to respond quickly to business tourists and provide them with a full range of services.

Milano&Partners, the promotion agency of the City of Milan, in its first year of activity has gotten interest and support from the most important local players in the tourist industry, around its task of relaunching Milan metro area’s world attractiveness via the brand YesMilano. The YesMilano Convention Bureau was born out of the decision to build an institutional tool that provides a unique gateway to the city. In particular, Fiera Milano Congressi has merged its experienced Eventing structure with Milano&Partners, to flesh out the strong intention expressed by associates to further promote the city abroad.

What sets YesMilano Convention Bureau apart?

YesMilano CVB -by Milano&Partners- is a young reality but very experienced in the field of MICE tourism. Milano&Partners, the promotion agency of the City of Milan, in its first year of activity has gotten interest and support from the most important local players in the tourist industry, around its task of relaunching Milan metro area’s world attractiveness with the brand YesMilano.

What is your favourite success story from your organisation?

Since Expo 2015, the city has repeatedly shown its talents for hosting large-scale international events that have left a positive mark in collective memory, and the CVB TEAM has supported the board and made possible some of the most important events and congresses, among all,  the European Respiratory Society (ERS) with 24,000 delegates. 

What can we expect to see from YesMilano Convention Bureau in the future?

The new Convention Bureau will play an important role in attracting future events to Milan and ensuring their success. By 2023, our goal is to bring Milan into the Top 10 of the ICCA rankings, as one of the best cities for hosting MICE events around the world.

Which trends do you see in the Association Meetings? 

The tourism and events industry is in full restructuring at the global level, and the meetings industry will come out better only taking the opportunity to modernize the events sector in its various aspects: the way of understanding the interactions between buyers and suppliers in B2B meetings, but also training and networking.  We all want to go back, as soon as possible, to live and organize live events safely without forgetting the opportunities of the digital world.

What is an industry challenge your organisation is facing currently?

Milan has been laying the foundations to become a vanguard city for digital innovation at the forefront of European recovery, from early investments in the development of 5G to fiber optic networks covering the whole city.

As anticipated, our goal is to bring Milan into the Top 10 of the best cities for hosting MICE events around the world.

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