Trade fairs, revenues above 2019 levels. The challenge now is internationalisation

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The Italian exhibition industry has restarted at full speed following the abrupt stop of the pandemic (1.4 billion euro turnover but an impact on the local economy of 22.5 billion euro and an added value of 10.6 billion, according to Prometeia estimates) has resumed the numbers and growth of 2019 in 2023, a record year for the system. Last year the main industry leaders recorded sharply increasing revenues, often above pre-pandemic levels, and a good recovery in margins and profitability (although still below 2019 values).

The first estimates from Aefi (the association of Italian trade fairs) reveal an increase in turnover of 22% for last year which, also thanks to the effects of inflation, translates into a +32% compared to 2019. However, they still remain below by 10% (compared to the last pre-Covid year) the square meters of exhibition space occupied, which are however an increase of 10% compared to 2022.

The full recovery of space occupancy is expected by 2024, a year which however marks a new challenge for the system, the consolidation of internationalisation. The Italian exhibition industry, in fact, is a leader in Europe (behind Germany) in terms of attracting foreign exhibitors and visitors and fourth in the world (following the USA, China and Germany) in terms of volumes, but bringing up the rear in terms of its ability to bring own events abroad and generate revenues.

The challenge of internationalization

Challenge launched, on the occasion of Made in Italy Day, by the president of Aefi (the association of Italian trade fairs), Maurizio Danese, on the occasion of the round table organized in Verona on the eve of Made in Italy Day on 15 April: «It filled a gap in the Italian trade fair system whose events abroad account for only 9% of the overall turnover, compared to around 30% in France and Germany”.

Hence the initiative launched by Aefi last June for the launch of an integrated and shared commercial coordination platform (a “Club Deal”), participated by trade fair players and institutions, to promote alliances and synergies in the creation of international events. abroad, with the aim of promoting the sectors of excellence of Italian manufacturing.