20 Jun Weddings in Le Marche: model of wedding tourism between professionalism and enhancement of the territory

A new model of wedding tourism between professionalism and valorization of the territory

Premise

The Wedding Tourism industry is evolving: UNI 11954 and 11955 standards designed by the ASSOCIAZIONE ITALIANA WEDDING PLANNER in agreement with UNI (UNIONE NORMATIVE ITALIANE) represent a fundamental turning point for the professionalization of the Wedding sector and Wedding Tourism in Italy.

Italy continues to be a world leader in Wedding Tourism, thanks to iconic places, excellent cuisine and an unparalleled cultural heritage. Our country attracts couples from all over the world, generating a significant economic impact on the entire local ecosystem: from cultural and historical sites, historic villas, medieval villages, luxury hotels, catering services to local artisans.

The Region Marche are a territory that has so much potential yet to be discovered, and can be for this ideal destination for those couples attracted by the variety of our landscapes, the kindness of our people, our ancient traditions, from art ranging from the Roman era to the Renaissance, our food, and fashion.

Wedding Tourism in the Strategic Plan for Tourism 2023-2027

The Strategic Tourism Plan (PST) 2023-2027 identifies wedding tourism as a key segment to diversify Italian tourist offer and to promote economic recovery after the pandemic

Strategic Objectives

The PST identifies several objectives that promote the development of wedding tourism

Wedding tourism plays a key role in the seasonal adjustment of tourist flows, as many weddings are organized in low season periods, ensuring a constant arrival of visitors throughout the year.

The months of May-June and September- are confirmed as the favorites, but there is also an increase in requests for October and November, favored by the lengthening of the mild climate.

Exploitation of cultural heritage

The locations for international weddings often include small historic villages, mansions and historical buildings, castles and rural landscapes, sites of particular natural value to host ceremonies outdoors

An example is the mine of Calamita di Capoliveri on the beautiful island of Elba, a refurbished historic site where the vice president of AIWP and ambassador of the Tuscan archipelago, Silvia Sottocasa, proposes experiential weddings inside, Thus enhancing the cultural and territorial heritage of the Tuscan archipelago.

As the weddings celebrated in the nuragic area of Sardinia, project promoted by Delia Calbu vice president AIWP and Ambassador for the region of Sardinia

Diversification of tourism experiences

There is an increase in requests for small or intimate weddings, partly due to the need to address rising costs but also due to a desire to focus more on quality guest experience.

Growing also the interest in activities collateral to the ceremony, which offer experiences able to emotionally engage the guests: in particular, stand out the interest for traditions, local gastronomy, history of places and territory. In addition, attention is paid to sustainability, with the demand to use simple materials and reduce waste. Growing trend also for the renewal of vows and tourism of roots (roots wedding)

Local economic development
According to a study carried out by the Federturismo di Confindustria, international demand for 2024 recorded more than 15,100 marriages of foreign couples celebrated in Italy, showing an increase of +11.4% compared to the previous year.

Increase in the average budget per wedding: the average expenditure for a 3-day wedding event with an average of about 30 people reached an average of € 61,500, with an increase of +4.2% compared to 2023.

Main target markets: the USA (30.4%), the UK (20.7%) and Germany (8.7%) continue to dominate the international scene, while interest from China, Russia and Japan is growing, indicating an expansion in long-haul markets.

Wedding Tourism: A Strategic Cluster for the National and Local Economy

Marriage in Italy transcends the dimension of a simple private celebration; instead, it represents a powerful economic engine capable of activating a vast and diverse value chain. The AIWP has recognized and valued this opportunity, positioning Wedding Tourism as a crucial element for the Italian economy.

The data show a remarkable panorama: wedding tourism in Italy generates a multimillion-euro inflow, with an average expenditure for destination weddings that far exceeds that of local events. Every international wedding celebrated in our country is active on average:

-10-15 different local suppliers

-3-4 days stay for guests

-Indirect promotion of the territory through social media and word of mouth

Wedding tourism involves a wide network of local suppliers:

– Catering and catering services

-Floral arrangements and light designers

-Hire of banquet equipment

-Photography – video – drone

-Content creator

– Bridal make up artist

– Hair stylist

-Musical entertainment

– Entertainment agencies

– Celebrants

-Accommodation for the guests

– Travel agencies and tour operators

-Local transport

-Tour guides

International Promotion

Wedding tourism is a powerful territorial marketing tool, creating international ambassadors who promote Italy in their home countries.

Support Measures

The PST provides for several measures to support the sector:

-Bureaucratic simplification for foreign couples

-Specialized training for industry operators

-Integrated promotion of “Made in Italy” related to the wedding

-Support for digitisation of services

-Incentives for the requalification of historical locations

Public-Private Partnership

The Ministry of Tourism promotes collaboration between public bodies and private operators to develop a quality and competitive offer at international level.

The pilot project for the Marche: Montefiore Dell’Aso ideal destination for wedding tourism

Montefiore Dell’Aso as an ideal destination for wedding tourism through the enhancement of its historical, landscape and cultural heritage

Through pilot event

“NOZZE DI GUSTO”

format of

MARCHE FOR WEDDING

(Destination wedding Agency based in San Benedetto del Tronto)

by Elisabetta Alexis and Rosita Scelicot

Promoted by

ITALIAN WEDDING PLANNER ASSOCIATION

President: Clara Trama – Ambassador Marche: Elisabetta Alexis

With free legal aid

MUNICIPALITY OF MONTEFIORE DELL’ASO (AP)

Thursday 21 August from 17.00

At the San Francesco Museum

The project aims to develop Montefiore dell’Aso, as a destination for wedding tourism. The objective is to attract Italian and international couples who wish to celebrate their wedding in an authentic and suggestive village, generating a positive economic impact on the territory through the involvement of local suppliers and operators.

It is a simulation of a wedding party inside the cloister, where you can admire the beautifully decorated place and visit the museum pole, Taste a real wedding banquet with the exploitation of Marche recipes and local wineries with wine tasting

Opportunity

Increase the Local and International tourism related to weddings, combined with the culinary tradition of the Marche

Final vision

Involving the Associazione Italiana Wedding Planner (AIWP) in the event “Nozze di Gusto” in Montefiore dell’Aso is an excellent strategy for several reasons:

Credibility and professionalism
The AIWP brings with it the authority of the UNI 11954 and 11955 regulations, helping to raise the professional standard of the event and strengthen its impact in the wedding tourism sector.

Network of contacts and qualified suppliers
The Association can facilitate the selection of local suppliers (restaurateurs, floriculturists, wineries, hotel schools), guaranteeing quality and authenticity in the services offered.

Promotion and visibility
The AIWP can activate targeted communication campaigns through its social channels, website and its associates, expanding the visibility of the event both nationally and internationally.
The participation of certified wedding planners can attract couples interested in a wedding in Marche, increasing business opportunities for the territory.

Development of Replicable Formats
This event could become a model for other Italian destinations interested in enhancing their cultural and food and wine heritage through wedding tourism. The AIWP could structure a format replicable in other Italian villages.

Partnership with Destination Wedding Agencies
The collaboration with “Marche for Wedding” is an added value, but AIWP could expand the network by involving additional operators of destination wedding, ensuring a greater influx of foreign couples.

Enhancement of cultural and gastronomic heritage
The combination of history, art, nature and food is a fundamental asset for the success of the event. The AIWP can contribute with immersive experiences, storytelling and strategies to make the wedding a complete tourist experience.

Possibility of certification for local operators
An additional advantage could be the introduction of training courses or certifications for the suppliers involved, increasing their competitiveness in the wedding tourism market. In summary, the AIWP can not only give greater resonance to the event, but can also structure it as an opportunity for development for the territory, promoting a sustainable and lasting growth in the wedding sector.

Montefiore dell’Aso will become a popular destination for weddings, not only for its beauty but also for the ability to offer an authentic and unforgettable experience. This project will not only promote the village at national and international level, but also contribute to local economic growth and the enhancement of the territory and the cuisine of the region.

Montefiore dell’Aso: where love and flavours from the Marche region meet timeless beauty.