Everything in Fiuggi is within walking distance. This spa town, 60 km from Rome and renowned for its golf course, now has big plans for new events venues. To put itself on the map, it is launching a marketing campaign for the region, to increase conference visitors by 30% in just over two years.
 
Fiuggi is a medieval town 60 km east of Rome, where everything is within walking distance. It is famous for the healing properties of its waters, its thermal spas, charming shopping streets, its beautiful old town and 18-hole golf course, but also offers a lot of potential for the meeting and incentive market.
“This snapshot of the region was the starting point from which to promote the destination among operators in the sector”, explains Andrea Giorgilli, one of the partners in Ataji, the creative agency that produced the marketing campaign An event in Fiuggi for the town council.
“The project comprised a series of initiatives, including fam trips for operators, the production and distribution of a DVD and a brochure presenting the region’s hotels and conference venues, and the organisation of pre- and post-convention programmes”, says marketing consultant Giuseppe Picano, who drew up the conference tourism development plan for Fiuggi town council and is now co-ordinating its implementation. “We hope to increase conference visitor numbers by 30% by the end of 2009. We are mainly targeting association conferences and corporate conventions.”
Fiuggi offers 155 hotels with a total of around 5,000 rooms, 51 hotel conference rooms, two theatres (Teatro Comunale and Teatro delle Fonti), and the Palaterme, a marquee structure covering over 3,000 sqm within the city’s spa area. The town council wants to increase this offer to host large events: although still in the preliminary stages, there are plans to build a multi-purpose wooden venue with a capacity of 2,500 and the Palacongressi Michelangelo convention centre, a complex with space for over 3,000 delegates, designed by Spanish architect Santiago Calatrava.
July 2007 |
|
|
