Rome at the center of major corporate events

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«In the market for large events, Central Italy, and in particular Rome and Lazio, have enormous appeal. The Jubilee will certainly contribute to making the capital talked about. Even if companies, when organizing their meetings, are mainly interested in public spaces of great historical interest.” Taking stock of a segment in full post-Covid expansion is Marco Jannarelli, president of Next Group, an integrated communications group that won numerous awards (including that of best event organizing agency 2023) at the latest Best Event Awards, the festival Italian of events and live communication. The sector in Italy, recalls Jannarelli, has an induced value of around 65 billion euros. It is a sector which in Italy in 2023 reported a value of 861 million (+27% compared to 2022) with the aim of reaching 925 million in turnover within a year. It employs 600 thousand workers and Italy represents the sixth nation in the world in terms of economic impact generated by the events and conferences sector.

«Central Italy accounts for 25% of the total events market in Italy, while the North, led by the North West, accounts for 59% thanks above all to the presence of large private sector companies, which in the last period have shown a tendency to reduce long commutes for their events.”

Next Group opened in Rome 38 years ago, on the initiative of Jannarelli, when he was not even 30 years old. entering the business of large events of private companies. The first major event organized was in 1991, and involved the American oil company Esso, in Rimini. «It was an innovative event – ​​recalls Jannarelli – as we organized a talk show (a format that was gaining popularity in those years) in which two other Esso plant managers and a rally driver participated». Then, to talk only about the most recent, there was the World Première Ferrari Roma Spider, Alfa Romeo 33 Stradale and The Sinuous Overture – Immersive Room for Bulgari. In 2023 Next Group had a turnover of 66 million, up 32% on 2022 and 10% on 2019, the last year of the pre-Covid era. In 2024 it aims for a further increase of 8-10%.

«After Covid – explains the president of Next Group – there was a desire to meet again which did not only involve the world of marketing and corporate shows. In 2020-2021, Covid had effectively blocked our market and agencies like ours had focused above all on digital events.” Jannarelli also highlights the importance of these corporate events for the local economy: «Just think of the collateral sectors that are involved, such as hotels, catering, transport».

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