Parma

The Emilia-Romagna event of the WIM Tour brought the conversation into the heart of a territory where hospitality, precision and attention to detail have long been defining features. In Salsomaggiore Terme, within the setting of Castello di Tabiano, the WIM Talks gave life to an intense afternoon built around professional relationships, content and operational perspectives.

Coordinated by Silvia Bettini, the event brought together wedding and private events operators in a context capable of stimulating particularly concrete reflection. The Emilia-Romagna appointment showed an advanced level of awareness, with ten working tables oriented not only toward the analysis of challenges, but also toward the construction of applicable tools.

One of the most relevant points concerned the authority of operators. The lack of shared references — contractual, informational and strategic — continues to generate uncertainty both in professional relationships and in the dialogue with clients.

Fragmented information was identified as a major limitation. The absence of a structured national database, the limited sharing of know-how, the difficulty in managing and circulating reliable data and the lack of benchmarks make it harder to orient oneself, compare positions and differentiate.

The economic theme intersects with the relational one. Rising prices and the reduced purchasing power of clients are placing pressure on the market, while the lack of B2B moments truly dedicated to exchange risks further weakening the perception of professional value.

Many operators also reported difficulty in reading an increasingly dynamic target and in communicating effectively, especially with Italian clients. Some destinations, although rich in potential, are still under-communicated and therefore less competitive than more established territories.

The solutions outlined by the round tables point toward greater structuring. Uniform contractual frameworks are considered essential to guarantee clarity, protection and professionalism. Alongside this, the creation of a controlled and updated national database could become a reference point for the entire sector.

Networking was interpreted as a strategic lever, not simply an opportunity for connection. It serves to build a shared professional ethic, educate the client and make the development of offers more transparent.

Significant attention was also given to data and digital tools. The systematic collection of feedback, the use of questionnaires and the application of artificial intelligence to manage and enhance information can open new possibilities for reading the market. In this framework, training and continuous updating become indispensable.

On the communication side, the direction indicated is that of more targeted strategies, based on objective data, defined targets and more conscious positioning. To enhance lesser-known territories as well, the involvement of institutions, fam trips and hospitality training pathways were highlighted.

Finally, the measurement of professionalism could develop through structured reference systems among suppliers, useful for strengthening trust, credibility and quality within the network.

The event was further characterized by the gastronomic experience created by Executive Chefs Dimitri Harding and Serena Nullotti of La Valle, who enriched the day with a moment of sensory sharing.

The event was made possible thanks to a network of partners who supported the different aspects of the organization: 128 BPM Eventi, Gourmet Noleggi, Fioreria Carraglia, Cristian Ferrari, Castello del Terriccio and Ayala Champagne distributed by Gruppo Meregalli.

With the patronage of Confindustria Emilia-Romagna, the Parma event confirmed an increasingly evident direction: the sector is entering a more mature phase, but to support this growth it needs practical tools, reliable data and a stronger ability to work as a system.