Naples hosts international tourism workshop to boost B2B connections

The second edition of the ‘Live Napoli’ B2B workshop recently took place at Maschio Angioino, bringing together 33 international buyers from 16 countries, including the United States, United Kingdom, Asia, and South Africa. Promoted by the Municipality of Naples, the event aimed to strengthen the city's presence in the leisure, luxury, and MICE (meetings, incentives, conferences, and exhibitions) tourism segments.

While the workshop successfully facilitated connections between local operators and global travel agencies, industry leaders are calling for a focus on economic value retention. Luigi Carfora, president of Confimi Industria Campania, noted that although Naples saw a 45% increase in tourist arrivals in 2025, reaching over 20 million presences, there is a gap in local spending. Data indicates that only 35.8% of tourists visit local shops, with an average spend of approximately 110 euros, trailing behind cities like Florence, Milan, and Rome. Industry representatives emphasize the need to transform high visitor numbers into increased revenue, employment, and investment for local commerce and craftsmanship.