Pacific World cites Italy as top meetings destination

Italy's Rome and Milan top the list of popular destinations for meetings and incentives in EMEA in 2014, according to a special report by Pacific World.

The Collosseum, Rome, Italy
The Collosseum, Rome, Italy

The agency’s first Annual Destination Index Special Report named Italy as the most popular destination for meetings, incentives and events in the EMEA, followed by the UAE in second place and France in third.

The report found Rome to be a top destination due to its ‘conventional but reinvented venues’ and its hotel investment, with 7% new hotels in the last two years. Milan has also invested in this area, with 5% new hotels in the past two years.

In the UAE, the report cited Dubai as a top destination due to the rise in demand for luxury and high-end activities in the sector and its wide accommodation offering. Paris, Strasbourg and the Loire Valley in France came out on top due to an increase in corporate events in these areas.

Harsha Krishnan, strategic development director at Pacific World, said: "The 12-month overview has allowed us to incorporate factors such as seasonality by using a three-month rolling average and year-on-year comparisons, growth and group size. 

"We also analysed the destinations on a monthly basis, looking at recent changes in country/city image; new flights and accessibility; major events; buzz about new hotels/infrastructure; political, economic and currency movements; and which event types they were seeing requests from."

The report also showed that South Korea, Indonesia and Hong Kong were the most popular meetings and events destinations in Asia in 2014. Factors driving meetings planners to these destinations were identified as visa policies, compliances and corporate governance guarantees, destination reinvention and international hotel chain investments generating trust.

More on Italy:

Italy's best venues

Destination of the week: Rome

Rome: venue update

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