Italy is the favourite short-haul business events destination according to a survey of UK employees carried out by marketing services agency P&MM.

More than 400 employees from companies of varying sizes and industries across the UK were questioned about their preferred location for meetings and incentives as part the agency’s 2012 Metrics Report.

The report showed that 41 per cent of staff surveyed favoured Italy over other short-haul destinations with just 25 per cent preferring Spain or Portugal (including the Balearic Islands, Canary Islands and Madeira).

Croatia, Greece or Turkey were chosen by 12 per cent, France/Monaco was selected by 10 per cent, and finally Morocco and Scandinavia were each chosen by 6 per cent of respondents.

Nigel Cooper, managing director of P&MM Events & Communications, said: “The outstanding popularity of Italy for short haul trips, well ahead of Spain and Portugal - two highly popular holiday destinations for Britons - is not what most people would have predicted, so too that only 10 per cent selected France or Monaco as first choice.” Cooper added: “As always, budgets are critical and Italy is not the lowest cost destination in Europe, but there is value to be had. So it is up to conference, event and incentive organisers to challenge their agencies to deliver what participants want within their budget.”

The 20-page report also surveyed respondents about their favourite long-haul destinations, with North America coming out on top with 37 per cent of the vote.

Australia and New Zealand were the second most popular; chosen by 27 per cent, followed by Thailand and Malaysia selected by 16 per cent, South Africa/ Botswana/ Zambia by 10 per cent, China/Hong Kong by 8 per cent and lastly, South America, chosen 2 per cent.

The P&MM 2012 Metrics Report will be published shortly. To receive an alert when the report is available for download, please email: marketing@p-mm.co.uk

Pictured: Ever-popular, Tuscany in Italy