The MICE segment is not the only focus of the promotional plan by Turismo Torino e Provincia Convention Bureau. To further develop the wedding sector, we hosted seven Italian and Swiss wedding planners from 11 to 13 March, in collaboration with Visit Piemonte and Sposi Magazine.
Over the three days, the group enjoyed the hospitality of the 5-star Hilton Turin Centre and the Principi di Piemonte – UNA Esperienze, and the 4-star NH Collection Torino Santo Stefano in the city centre; they soaked up the history at Palazzo Madama, the National Museum of the Risorgimento and Cavour Castle in Santena, admire the splendour of Villa Cimena, Villa Bria and the Circolo dei Lettori, the grandeur of Reggia di Venaria and the uniqueness of Casa Martini with its experiential activities (Cocktail Experience and Vermouth Class) to learn the recipes and techniques for mixing the most famous cocktails and the secrets of vermouth. Guests also sampled the excellence of the Michelin-starred Dolce Stil Novo restaurant, the delicacies of Gerla 1927, and savoured the history and tradition of the Ristorante del Cambio. Finally, they took part in Essentiàlia’s olfactory workshops by YEG, creating personalised fragrances – a tangible and memorable keepsake of the events.
Wedding tourism in Italy is a constantly growing sector. According to data from the ‘Destination Wedding in Italy’ Observatory by Convention Bureau Italia and the Italy for Weddings division, in 2025, the number of weddings celebrated in our country by foreign couples reached 16,700, an increase of 9.8% compared to the previous year, generating over 3 million overnight stays and a turnover exceeding €1.1 billion.