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IMEX, Frankfurt May 20-22, 2014 THE CLIMATE ON LAGO MAGGIORE changes for the better: A RECOVERY FOR MICE ARRIVES FROM NORTHERN EUROPE AND RUSSIA
The shores of Lago Maggiore finally feel a shift towards lovely weather; one begins to see horizons that bring hope for a beautiful season. A popular destination for meetings and conferences at the highest levels, the lakeshore areas – especially those areas touching on the provinces of Verbano-Cusio-Ossola and Novara, Varese and the Swiss shores of Locarno – feel the benefits of an economic recovery originating in the Northern European countries. The clientele, coming from Scandinavia, Denmark, and other countries that love the Lakes, has returned to choose the structures ofLago Maggiore Meeting Industry, created thanks to a joint agreement between Swiss and Italian tourism promotion bodies (Chambers of Commerce, Provinces, Local Tourist Agencies, Convention Bureaus and Associations), to organize their engagements. “It’s been an excellent May, such as we haven’t seen for the last three or four years – Andrea Zacchera asserts with satisfaction. Finally we can register a strong recovery for the MICE industry from abroad, although we must overcome the lack of trust that foreigners have regarding our Country for reasons of which everyone is aware. However, we can say that, thanks to our climate, the beauty, and above all, to the services that we are able to offer – our flagship – their faith has been renewed”. There are more than just a few Companies that, once they’ve discovered Lago Maggiore’s offer, willingly return year after year, reconfirming the location’s attractiveness. They are caring for service and professionalism to reward, as pointed out by Gianluigi Mariani, director of the Grand Hotel Des Iles Borromées&Spa: “Our Wellness Center is a great success with a clientele that is increasingly attentive to the professionalism and the quality of the product, but the MICE sector that caters to 5 star has not shown a great deal of activity, even if the business indicators show a weak recovery. With the exception of the Russians, there are still few companies that “dare” to book luxury facilities such as ours; for the moment sobriety is the watchword, and consequently our category is suffering. However, some encouraging signs are coming from the individual market. In this area the Russians also demonstrate strong purchasing power. The month of April has shown very good results. There are many reasons, good weather, the Easter “highpeak” and the Salone del Mobile in Milan that always draw many tourists to the lake; we have also seen the benefits of some internet marketing upon which we’ve embarked”.
Anyone wishing to organize a conference which unites the elegance of the location, the beauty of its landscapes, Italian good taste and good living with hospitality structures that are environmentally sensitive and efficient, can choose from amongst 410 hotels from three to five stars with nearly 16,700 rooms and more than 50,000 seats distributed over 517 meeting/conference rooms that Lago Maggiore Meeting Industry provides. With an eye to the environment: in fact, it is the first destination – aware of the impact that the conference industry can have on the eco-systemic and sociocultural balance at a local and a global level – to have launched a plan inspired by the values of sustainability, approved and funded by the European Community, and for the promotion of events and conferences with low environmental impact.
Set up two years ago, the product Lago Maggiore Green Meeting – a chain of suppliers with a code of conduct based on the best international experiences, to guarantee the final customer an event carried out with respect for the environment – that has the goal of motivating participants with a series of awareness and training seminars, on the basis of three principles: sustainable event management through an organizational process that reduces environmental impact; innovation and quality; partnership that represents a commitment to develop a network of professional products and services geared toward sustainability. The code proposes concrete and measurable actions to reduce the environmental impact to service providers, organizers and participants. The creation of a Green Meeting on Lago Maggiore is oriented towards reducing: energy and water consumption, greenhouse gas emissions, waste and the use of materials, all whilst taking into account all the activities and services: location management, hospitality, food and beverage/catering, transport, leisure activities, events, communications and marketing.