This month, we get to know LetzFair:
What was your motivation to join ICCA?
At LetzFair, our journey has always been defined by a single, powerful belief: that the fusion of human connection and digital innovation is the key to moving the world forward. This vision led us to our recent rebranding and the creation of our Manifesto, which centers on the concept of 'Going Beyond', not alone but together. Our primary motivation for joining ICCA is to transition from being a technology provider to becoming an active, contributing member of the global events ecosystem. We recognize that the challenges facing the industry today, from the need for greater sustainability to the demand for more personalized and data-driven experiences, cannot be solved in isolation. They require a collaborative space where diverse perspectives meet, and ICCA represents the gold standard for such international cooperation.
We are particularly driven by the desire to actively contribute to the Mediterranean Chapter, fostering regional collaboration and sharing our unique expertise in event technology to help solve modern industry challenges and build strong professional relationships that transcend geographical boundaries. We believe in the power of peer-to-peer learning and see ICCA as an unparalleled platform for exchanging knowledge. We are eager to learn from the seasoned professionals within the network while offering our own insights on how digital tools can enhance, rather than replace, the human element of events. Ultimately, our goal is to ensure that the technology of today and tomorrow remains at the heart of the industry’s progress, working alongside fellow members to define how innovation can make events smarter, more efficient, and more impactful for all stakeholders. In joining ICCA, we are not looking for a badge of exclusivity; we are looking for a seat at the table of progress, committed to shaping a more resilient and forward-thinking future for the global events industry.
Tell us your story. How did your organisation get started?
LetzFair was founded in 2019 as a startup with a clear, ambitious goal: to digitize the physical event experience. We saw the need for a more integrated, efficient way to manage in-person gatherings, but we could not have predicted how quickly that need would become a global necessity. When the pandemic hit shortly after our launch, the entire events industry came to a standstill. However, it was during this challenging period that our system proved its resilience. Almost miraculously, our technology adapted to the new reality, enabling people to stay connected and engage meaningfully even from a distance.
The pandemic period became a crucial phase of development for us. While the world was on pause, we focused on evolving our technology to meet the rapidly shifting demands of the sector. This phase didn't just build our software; it built our understanding of what the industry truly needed to survive and thrive in a digital-first world. As the sector emerged from the crisis, it was radically transformed, with a new, permanent focus on innovation and hybrid solutions.
Today, LetzFair has evolved from a startup into one of the leading national players in the Italian events market. We have grown alongside the industry, moving from solving a temporary problem to shaping a long-term vision. Our story is one of adaptation and foresight: we started by wanting to digitize physical events, and we ended up building a robust ecosystem that now looks firmly toward the future. Joining ICCA is the next natural step in this journey, allowing us to bring our experience and our 'battle-tested' technology to a global stage.
What sets your organisation apart?
What truly sets LetzFair apart is our unique blend of technological resilience and a human-centric approach to the event experience. Having been 'battle-tested' during the global pandemic, our platform was not built in a vacuum; it was forged in a moment of crisis where the survival of professional connections depended entirely on effective digital tools. This history has given us a distinct advantage: a deep, practical understanding of how to manage complexity without sacrificing the natural flow of human interaction.
While many providers focus solely on the technical features of a platform, we focus on the 'synapse', the meaningful exchange that occurs when the right people meet at the right time. Our technology is designed to be a silent but powerful facilitator. We don't just provide an app; we provide a comprehensive ecosystem that simplifies every phase of an event, from organization to attendee engagement. We believe that technology should never be a barrier; it should be an invisible bridge that enhances the physical experience rather than replacing it.
Furthermore, our positioning as a leading national player in Italy has allowed us to develop a high degree of flexibility and a tailor-made approach. We are large enough to handle major international events with absolute reliability, yet agile enough to innovate rapidly and work closely with our partners to solve specific industry pain points.
Finally, our philosophy of 'Going Beyond' defines our commitment to the future. We are not satisfied with the status quo of the events industry. We are constantly pushing the boundaries of what is possible, ensuring that our partners have access to the most advanced tools to foster regional collaboration and global progress. In a world that is increasingly digital, LetzFair stands apart by ensuring that every digital connection leads to a real, impactful, and lasting human relationship.
What is your favourite success story from your organisation?
Our most significant success story is our strategic partnership with Fiera Milano, the leading trade fair organizer in Italy and a global reference point for the industry. What makes this collaboration exceptional is that it transcends the traditional client-provider relationship; it is a true synergy based on active listening and co-creation.
Fiera Milano is not a passive user of our technology. Instead, we work together to identify emerging market needs and shifting sensitivities. When a new challenge arises, we don't just offer a workaround; we often develop entirely new functionalities or products in tandem with them. This 'beta-testing' in a high-stakes, real-world environment allows us to innovate rapidly and ensure that our solutions are robust before they are scaled and implemented for other partners across our ecosystem.
This partnership perfectly embodies our philosophy: we are not just a software vendor, but a strategic partner that grows alongside its clients. By aligning our development roadmap with the actual evolution of the market, we ensure that our technology remains a driver of progress. For us, the success of the Fiera Milano case is the proof that when innovation meets active collaboration, the entire industry moves forward. It validates our 'Going Beyond' mantra, demonstrating that the best technology is that which is built together to solve the real, complex problems of today’s and tomorrow’s events.
Can you name a challenge your organisation is currently facing?
At this very moment, our primary challenge is the development and deployment of a new, highly evolved version of the LetzFair ecosystem. Our goal is to set a new benchmark in the industry by making our system significantly more technological, scalable, and intuitive, ensuring it can meet the increasingly sophisticated demands of a globalized events market.
A key part of this challenge involves engineering complex, high-value functionalities that simplify the most intricate aspects of large-scale B2B events. Specifically, we are refining and implementing advanced tools such as Hosted Buyers management and MyMatching systems. It is a fundamental point of distinction for us that these features are native to our system, developed entirely in-house. Unlike many solutions that rely on third-party integrations, our native approach ensures seamless data flow, absolute stability, and total control over the user experience.
The Hosted Buyers module is designed to manage the entire lifecycle of high-profile delegates, from the initial application and selection process to travel logistics and the verification of their presence at scheduled meetings. Simultaneously, our MyMatching engine acts as the 'synapse' of the event; it uses sophisticated scheduling algorithms to facilitate targeted connections between exhibitors and visitors, ensuring that every minute spent on the show floor translates into a concrete business opportunity.
The real challenge we are successfully winning lies in balancing this extreme technical complexity with absolute simplicity of use for the end user. We believe that technology should empower, not overwhelm. By staying true to our philosophy of co-creation and active listening, we are turning these challenges into a more powerful, all-in-one platform. This evolution ensures that as the industry’s needs become more refined, LetzFair is already providing the robust, future-ready infrastructure necessary for the next generation of global events.
What can we expect to see from your organisation in the future?
In the future, you can expect LetzFair to continue evolving as a dynamic ecosystem that bridges the gap between digital innovation and human connection. Our commitment to 'Going Beyond' is not a static goal, but a continuous process of adaptation and growth. Having transitioned from a startup to a leading national player, our focus is now on scaling our collaborative model to an international level, ensuring that the technology of tomorrow remains a servant to meaningful progress.
Specifically, the industry can expect to see a further deepening of our 'active listening' approach. Following the success of our synergy with partners like Fiera Milano, we will continue to use real-world challenges as the primary driver for our R&D. We are moving towards a future where our platform is not just a tool for managing events, but an intelligent environment capable of anticipating needs, fostering deeper professional 'synapses,' and providing data-driven insights that help organizers and stakeholders make smarter decisions. We believe that technology should be increasingly invisible yet increasingly powerful, a seamless bridge that enhances the physical experience without ever complicating it.
Furthermore, as a member of ICCA, LetzFair will be increasingly active in the global conversation about the future of the meetings industry. You can expect us to be at the forefront of the transition toward more sustainable, resilient, and hybrid event models. We are committed to sharing the knowledge we gain through our local and international partnerships to help the entire sector advance. We don't see ourselves as a solitary player; we see ourselves as a node in a global network. Therefore, our future is inextricably linked to the success of our partners and the progress of the events community as a whole. We will continue to innovate, listen, and connect, ensuring that every step we take helps move the world of events toward a more integrated and impactful future.