World Aeronautics converges in Florence: ICAS 2024 achieves milestone success

Florence hosted the 34th ICAS Congress, gathering over 1,150 aeronautics experts from 41 countries. Thanks to a targeted marketing strategy, increased participation, and sustainable practices, the event became a benchmark for both the industry and eco-conscious innovation

The 34th International ICAS (International Council of the Aeronautical Sciences) Congress, held from September 9 to 12, 2024, in Florence, was a great success. After 28 years, the Tuscan capital once again became the global hub of aeronautics, welcoming over 1,150 experts from 41 countries. This prestigious event was secured thanks to the teamwork of the Italian Association of Aeronautics and Astronautics (AIDAA), the convention bureau of Fondazione Destination Florence, Firenze Fiera, AIM Group as the full PCO, universities, and local institutions.

One of the client’s primary objectives was to increase attendance, and this goal was achieved with 300 more participants compared to the previous edition. This success was largely due to a well-planned marketing and communication strategy, which included targeted promotions at previous events and effective social media management.

The event organizer also sought to engage the entire Italian and local scientific community, which was accomplished by involving universities and particularly by recruiting 50 young volunteers. These students took on the roles typically filled by event staff (hostesses), allowing them to truly feel like part of the event. In exchange for their work, they were offered the opportunity to participate for free.

The Congress offered a rich scientific and social program. The 17 conference rooms hosted various formats, including plenary meetings, breakout sessions, hands-on workshops, council meetings, and more, ensuring a diverse experience for all attendees.

As for the social program, the event kicked off on Sunday evening with a welcome reception in the beautiful park of Villa Vittoria, followed by another reception at the Teatro del Maggio Musicale Fiorentino. A series of exclusive dinners took place, including one on the rooftop of GH Baglioni and another at Palazzo Borghese. The student volunteers were actively involved, and a special party for them was held at Rari Bistrò, located on the Arno River.

In line with the growing focus on sustainability, AIM Group implemented several measures to minimize the environmental impact of the event. These included the use of recyclable materials for catering, eco-friendly congress materials, careful waste management, and participation in the “Food for Good” initiative to reduce food waste. These actions made the event not only a key reference point for the aeronautical industry but also a model for sustainability and innovation.