Trade Fairs: Basis for Innovation and “Made in Italy”

The Italian exhibition industry has 190 companies with 3700 employees and a direct turnover of 1.4 billion euros per year. According to the latest AEFI-Prometeia study, conducted in 2023, Italian trade fairs have a total impact on territories, including services, transportation, hospitality, and wages, quantified at 22.5 billion euros per year, net of the business generated by companies during B2B fairs. The Italian Quarter currently has an exhibition area of 4.2 million square meters. A figure that puts our industry fourth in the world after the USA, China, and Germany and second in Europe after the Germans.

After the emergency phase was archived thanks to the institutions that included the trade fairs among the pillars of internationalization of “Made in Italy” and SMEs, today we can say that the fairs have returned to full capacity, regaining their central role in promoting the most strategic productive sectors of our country. This year there will be almost 900 events in Italy, of which 267 international events (I remind you that 94% of them take place in AEFI-associated areas), 216 national, and 400 regional and local events.

The geopolitical context is a source of concern not only for trade fairs. Expecting a peaceful solution to be reached soon, the only one capable of ensuring the future and well-being of the entire population, as far as trade fairs are concerned, I believe that the next challenge will be played out in the field of international competitiveness. Actually, a decisive acceleration for the internationalization of Italian activities in foreign markets with high demand potential is needed. If trade fairs want to win the battle for competitiveness that is now being played out on a global scale, they must abandon restriction in favor of a strategy of international strengthening for the Italian trade fair system. It is a “flagging” change of pace, the only one capable of bridging the gap in our exhibition system and bringing it to the values of France and Germany, whose exhibitions abroad account for almost 30% of total turnover against our 9%. That is why we are discussing this topic at various ministerial tables. Trade fairs essentially represent a strategic asset of “Made in Italy,” and a common path, therefore, needs to be found at the political level as well.

The so-called “system building” is a key issue for AEFI, and the association has drawn attention to this on several occasions over the past two years, and we are working with various ministries to implement a plan to internationalize very attractive activities in the most strategic areas of our exports. The time has come for the goal of accompanying our business around the world under a single flag to become a reality. In parallel, AEFI changed its Statutes to include event organizers in its representation. Today, the Association represents 40 major Italian exhibition centers, where 96% of international exhibitions are held, and 20 event organizers representing the different sectors of “Made in Italy.” These data confirm that AEFI is a natural and unified interlocutor of the various participants in the exhibition system. A unity of purpose that must be maintained and strengthened if we really want to increase the role of fairs in Italy and on international markets.

Certainly, the path we should take is along the three directions you have indicated. In fact, digital technology has become an integral part of organizing trade fairs. Today, the exhibition industry operates all year round by developing specialized platforms that ensure constant contact between companies and buyers, thus overcoming the limitation of the events’ duration. The digital revolution in favor of Italian exports and promotion. The green standard is among the standards on the agenda. In this regard, I would like to emphasize that Italian trade fairs are becoming more and more environmentally efficient and that AEFI actively supports the energy transition by providing information and news, creating partnerships and exploring related issues on environmental sustainability in the areas of waste management, minimum environmental criteria, energy efficiency, and renewable energy, as well as various ISO certifications. The green evolution is already underway, as internal research shows that over 97% of members have separate waste collection, including recycling, and that 60% are sustainable in terms of energy and environment.

Trade fairs are also fundamental to the development of tourism. In 2023, together with Prometeia, we presented a study on the impact of trade fairs on the national tourism economy. The reflection of additional macroeconomic effects for businesses on the fair. The study found that exhibition tourism generates more than 10 billion euros per year, and its impact on employment is estimated at around 90,000 people. This means that every euro spent by event visitors generates 2.4 euros of production and 1.1 euros of added value for the national tourism economy. In addition, we found that travel associated with the exhibition segment generates an annual expenditure on travel goods and services of €4.25 billion per year.

The Vinitaly experience will certainly serve as an incentive for the internationalization of the main events in the Veronafiere portfolio. There is no other way to grow than to promote “Made in Italy” abroad thanks to the strength of already consolidated and recognizable exhibition brands. Vinitaly is a case study that has paved the way for other players in the sector.