Italy at Hand


The benchmark event for MICE Made in Italy

Italy at Hand was born in 2017 as a corporate communication campaign, following a call-to-action by CBItalia to the network’s creative partners. The winner was Top Agency TerraEvents, and their work was presented at IMEX Frankfurt 2017, where it was very well received by the entire Italian MICE industry, thanks to the simple and effective creative and innovative concept at its core. 

At the heart of the campaign is a sign of Italianness, a symbol of humanity, cooperation, artisanship, sincerity, and hospitality, an emblem of what Made in Italy is: hands. The hands that Italians love to use to emphasise, to explain, to create. Hands that epitomise what our country can do. A beautiful country that can be experienced every day in every gesture. 

Since 2018, the natural development of this communication project has been the yearly organisation of Italy at Hand - The Event. In this four-day long networking event, characterised by the fusion of business and entertainment, there are dense rounds of B2B meetings between 80 highly qualified international MICE buyers and 60 of the best operators of MICE Made in Italy, as well as informal fun activities inspired by Italian traditions and collective imaginations of our country

  • 4
    Days of event
  • 80
    International buyers
  • 60
    Italian exhibitor MICE
  • 4
    Interactive activities

Partner of the project

Highlight Reel | IAH21 - Milano
time to return live

IAH Live Tour: the Italy at Hand spin-off

Co-organized by ENIT and CBItalia, is a spin-off of Italy at Hand - The Event open to destinations, hotels, and groups of MICE operators. 

It is a series of in-person events that celebrate the beauty of our country and our renewed freedom to travel while hinting at the big live musical tours that we missed so much over the past two years.

During the various “tour dates” around Italy, the country’s main destinations and industry operators will have the opportunity to “perform” at their best to an audience of selected European buyers interested in Italy as a MICE destination for their future events.

Il format

Italy at Hand – Live Tour 2022 involves the organisation of about 8 events in 8 different locations throughout 2022. The structure is the same as that of a fam trip, but with two key new features:

  • For every destination that books one of the 8 tour dates, opportunities for promotion continue even after the end of the event. Every fam trip will also include a half-day workshop in which all the destinations that participate will be able to meet the buyers that attended other 7 dates. 
  • The communication campaign - under the joined brands of CBItalia, ENIT, and Italy at Hand - will last from the start of the project and continue throughout 2022 via activities that will guarantee visibility on both traditional and social media.  

For every date, we will select a business that will act as organiser, designing the schedule and coordinating with the various local suppliers. 

Every event will last three days and two nights, and will host a maximum of 10 European buyers selected by CBItalia. Unless concrete needs arise, every date will have different buyers. It will be possible to request specific buyers at the destination’s request. 

The program of the event will be prepared with the perspective of offering an ideal balance between site inspection and experiences. 

Click here to visit the project’s homepage.