Leveraging regional assets for MICE tourism

Purpose: The purpose of this study is to assess the current state of MICE tourism in Campania and explore strategic opportunities for its development. By identifying the strengths and weaknesses of this sector, the research aims to provide insights into how Campania can enhance its competitiveness as a MICE destination. The study seeks to offer recommendations for leveraging the region’s unique features, such as its cultural heritage and scenic landscapes, to attract more business travelers and corporate events, ultimately contributing to the region’s economic growth and sustainability. Design/methodology/approach: This study utilizes a mixed-methods approach to evaluate the MICE tourism sector in Campania. It involves analyzing quantitative data from regional tourism statistics and economic reports, complemented by qualitative insights gathered from interviews with key stakeholders in the tourism and hospitality industries. The research also includes a comparative analysis of Campania with other regions renowned for MICE tourism, aiming to identify best practices and potential areas for improvement. This comprehensive methodology ensures a thorough understanding of Campania’s current MICE tourism landscape and its future potential. Findings: The study reveals that Campania has substantial potential for growth in the MICE tourism sector, owing to its rich cultural assets and appealing locations. However, challenges such as inadequate infrastructure and limited marketing efforts hinder its full potential. The findings suggest that targeted investments in infrastructure improvements, particularly in transportation and event facilities, along with robust marketing strategies, could significantly enhance Campania’s appeal as a MICE destination. Emphasizing sustainable practices could further differentiate the region in the competitive global market, attracting environmentally conscious business travelers. Originality/value: This study provides a comprehensive analysis of the MICE tourism sector in Campania, offering valuable insights into its current status and future potential. It highlights the region’s unique strengths and the challenges it faces, providing actionable recommendations for strategic development. By focusing on both economic growth and sustainability, this research contributes to a broader understanding of how regions can successfully leverage MICE tourism for long-term benefits. The findings and recommendations serve as a valuable resource for policymakers, tourism authorities and stakeholders in the hospitality industry seeking to enhance Campania’s position in the global MICE tourism market.