The announcement was made today at the show currently being held in Rimini by Lorenzo Cagnoni, chairman of the Rimini Fiera Group.
With the end of BTC 2012, work will begin on the process to upgrade and reposition Italy’s events exhibition that Rimini Fiera (the majority shareholder in BTC through TTG Italia and subsidiary Exmedia which organises it) considers necessary to bring the show into line with the changed requirements of the market, and which will be founded on new and wider institutional, political and industry partnerships.
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.
For its part, the Region of Tuscany has recognised BTC as the key event in Italy for the meetings industry and supports its development: Exmedia and the regional councillor for tourism of the Region of Tuscany have therefore signed a three-year memorandum of understanding, with a view to redesigning and relaunching the show.
“We are very pleased with this agreement”, commented Lorenzo Cagnoni. “Exmedia (and therefore Rimini Fiera) 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 (organiser of BTC), Promotoscana (a company of the association of Tuscany’s hoteliers), 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 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”, commented Paolo Audino, CEO of Exmedia and TTG Italia.
