CASO STUDIO
Visit Brescia - BILNI – Borsa Internazionale dei Laghi del Nord Italia 2023
Case study

An international B2B workshop designed to position Lake Maggiore as a destination of excellence and foster business relationships between international buyers and tourism operators.

Client
Visit Brescia
Event category
Networking
Event format
B2B workshop · International event
Participants
Over 400 guests
Location
Lago di Maggiore, Brescia, Italy

The request

For this edition of BILNI – Borsa Internazionale dei Laghi del Nord Italia, Lake Maggiore became the focus of a project dedicated to the international promotion of lake tourism. Buyers and sellers from numerous countries came together within a format designed to showcase the destination’s natural, cultural and hospitality assets.

Objectives

Effective destination promotion depends on creating experiences that allow international operators to understand its value first-hand. BILNI brings this principle to life by creating opportunities for exchange, dialogue and discovery between supply and demand, turning the destination itself into a tool for relationship-building and commercial development.

The travelling format guided international buyers and tourism operators through some of Lake Maggiore’s most iconic locations, from Isola dei Pescatori to Stresa, Verbania and Villa Giulia, combining B2B workshops, lake navigation, experiential visits and networking moments. WISE Eventi oversaw the brand identity, set-up and operational coordination, helping to create an experience aligned with the event’s international positioning.

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