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January 26, 2012

Attending ITB in Berlin?
Travel through Italy on your way to participate in SHOWCASE USA-ITALY
March 4-6 in Florence

SHOWCASE USA-ITALY, the only B2B marketing event exclusively dedicated to promoting Italian tourism towards the United States, has moved to Spring (immediately before ITB in Berlin)! Created by the Visit USA Association and the U.S. Commercial Service in Italy, SHOWCASE USA-ITALY provides a great opportunity for the Italian travel industry to keep up-to-date with the great variety of “Made in the USA” travel products and destinations.

At this unique annual event, U.S. exhibitors meet high-quality Italian companies and organizations that are focused on promoting tourism to the United States. Participants are provided one-on-one matchmaking appointments with Italian companies, logistical assistance, on-site business counseling, and a pre-event briefing.

The last edition of Showcase USA-Italy attracted 54 direct exhibitors. Attendance by the trade industry set a record: 130+ travel agents, MICE companies and trade press. The B2B ‘speed-dating’ session was attended by 30+ Italian tour operators/online travel agents*, and generated a total of 1,200 appointments!

Tentative Program:

Sunday, March 4: Arrival in Florence, check-in at the Grand Hotel Baglioni; sightseeing tour and informal dinner.
Monday, March 5 U.S. Embassy Breakfast Briefing and B2B meetings with Italian tour operators (from 9:30 am to 4:30 pm); coffee breaks and buffet lunch; evening networking reception at the Consul General's residence with the Italian travel trade.
Tuesday, March 6 Included in the package, optional participation in the Visit USA Association Italy's Workshop with travel agents, MICE and trade journalists; departure to Berlin (see attached Fly-Out Options from Florence) or back to the U.S.

Participation fee per person (includes two nights hotel accommodation and all meal plans):

  • $2,650 full rate
  • $2,385 first-time exhibitor
  • $2,350 Visit USA Association sponsor member
  • $2,100 group (minimum of 5 participants belonging to the same organization or geographical area)

Don’t miss your opportunity to tackle the Italian market in such an easy way! Reserve your space by completing the form at this link or contact Simonetta Busnelli, Commercial Specialist at Simonetta.Busnelli@trade.gov if you have any questions. Registration runs through February 3, 2012.

Why Might the Italian Market Interest Your Organization?
With over 800,000 annual visitors to the United States, Italy is Europe’s 4th largest market and the 10th worldwide. 60% of the travelers to the U.S. listed leisure/vacation as their main purpose of trip in 2010. Total expenditures were up 7% in 2010, the best performance from the top European markets. Most visited destinations by Italians are: New York, California, Florida, Nevada, Washington, DC, Massachusetts, Arizona, Illinois, and Pennsylvania. Other destinations with increasing sales potential: Hawaii, New England region, Puerto Rico, Rocky Mountain International region, Texas, Travel South region, and the U.S. Virgin Islands.

We look forward to having you as an exhibitor at Showcase USA-Italy 2012 in Florence!

(*) Tour operators at the November 2011 edition of Showcase USA-Italy: Alidays Tour Operator, America World, ATW, Auratours, Bravofly, Chiariva by Vivamondo, Cielo Azzurro Tour Operator, Cividin Your Travel Planner, Cocktail Viaggi, Easy Market - Gruppo TUI Travel PLC, eDreams, Gastaldi 1860, Gioco Viaggi, Glamour, Hotelplan Italia, I Viaggi del Delfino, I Viaggi del Toghiro, iGrandi Viaggi, In&Out Srl - Gruppo Veronelli Viaggi, Konrad Travel di Vento, La Fabbrica dei Sogni, Marcelletti Tour Operator, Meridiano, Naar T.O., Olympia Viaggi, Ovet, Pan Pacific Tour Operator, Press Tours, Prestige Italia, Sandan Tour Operator, Tecnitravel, Universalturismo, USABound, Uvet

For more information about international inbound travel from Italy to the United States, please visit: http://tinet.ita.doc.gov/outreachpages/download_data_table/2010_Italy_Market_Profile.pdf

Industry & Analysis’ Office of Travel and Tourism Industries (OTTI) collects, analyzes and disseminates international travel and tourism statistics for the U.S. Travel and Tourism Statistical System. To view the OTTI U.S. departure data tables that provide monthly estimates of U.S. air travel abroad by world region and the rate of change each month and year-to-date, please visit: <http://travel.trade.gov/view/m-2010-O-001/index.html>.


U.S. Department of Commerce, International Trade Administration, Office of Travel and Tourism Industries (OTTI), 1401 Constitution Avenue, NW, Room 1003, Washington, DC 20230; Phone:(202) 482-0140; Fax: (202) 482-2887; Website: www.tinet.ita.doc.gov; Email: OTTI@trade.gov