Wedding planners recognized as businesses: the benefits

Wedding planners, destination wedding planners, event organizers, and all other professionals falling under Law 4/2013 can finally access financial opportunities and incentives that were previously out of reach.

Let’s take a step back, however. Who are the professionals covered by Law 4/2013, and why do they stand to benefit from the new Incentives Code?

Law 4 brings together and recognizes professionals who do not belong to regulated professional orders or colleges but who carry out stable economic activities involving the provision of services to third parties. This category includes self-employed professionals in the wedding and events industry—such as wedding planners, destination wedding planners, and general event organizers—who operate independently rather than through a corporate structure.

While operating as an independent professional—especially in the early stages—offers organizational and tax advantages, it has historically precluded access to the incentives, grant schemes, and funding typically reserved for companies and business enterprises.

The Incentives Code, launched by the government in recent months and effective as of early 2026, is specifically designed to significantly narrow the gap between business enterprises and self-employed professionals regarding access to grant schemes and tangible economic opportunities.

The Code’s primary aim is to harmonize incentive regulations in Italy by establishing principles for the allocation and operation of incentives, creating a unified digital platform (Incentivi.gov.it) to aggregate information on available aid by region, and introducing the “Sistema Incentivi Italia” (Italy Incentives System)—a comprehensive catalog of all available forms of support. While this background information is useful, what does it actually mean in practice for an independent wedding planner?

1) They can invest in digitalization and innovation thanks to funding covering up to 80% of costs for developing websites, CRM systems, and AI, or through grants for purchasing management software or digital marketing initiatives.

2) They can obtain incentives of up to €50,000 for developing sustainable events and green projects.

3) They can access grants and support schemes designed for female entrepreneurs.

4) They can benefit from tangible tax incentives, such as the favorable flat-rate tax scheme (*regime forfettario*), deductions for professional training, and relief on social security contributions.

Beyond offering concrete financial opportunities, these measures signal that the wedding planning profession is finally being placed on an equal footing with any other business in the service sector.

When I started out nearly 18 years ago, I chose to incorporate as a company because it offered better regulatory support, even during the start-up phase (giving me access to grants for female and youth entrepreneurship, as well as the “minimum taxpayers” scheme—later replaced by the flat-rate scheme). Back in 2008, there was no specific VAT classification for wedding planners; the closest ATECO code available was for event organizers. I always resented the fact that wedding planners were viewed merely as decorators who didn’t sell flowers, “desperate housewives” looking for a way to fill their afternoons, or imitators of Jennifer Lopez’s character in the movie *The Wedding Planner*. Perhaps it is because I have always organized corporate events, incentive trips, and team-building activities—and my company has operated with two distinct business divisions from day one—but I am pleased to see signs that this profession (which has been an entrepreneurial venture for me from the very start) is gaining recognition and a clear regulatory framework; I see a future of growth for the sector. Please forgive me if my background in economics took center stage in this article. I promise that next time, I’ll return to discussing trends and destinations—leaving the spreadsheets and regulations on my desk.