The trade show market - Italy

1.1 Definition and scope of study

A trade show is defined as a commercial event for companies.

Trade shows allow professionals from the same industry to meet in exhibition spaces. They are usually opportunities for exhibitors to promote a new service, enter a new market or find a business partner.

These types of trade shows are considered a powerful marketing tool as they intensify competition and trade in almost every economic region of the world, providing growth and jobs.  

Globally, the B2B trade show market is very much on the rise and is recovering very well in the post-Covid-19 period. Around 31,000 trade shows are held worldwide each year and Germany accounts for 10% of the market. 

It is estimated that the global market will reach a value of $50 billion between 2021 and 2025, growing at a CAGR of more than 3%.

In Italy, trade shows are considered a fundamental tool for development (not only economic development) and for this reason the market that represents them can be considered as growing. 

Trade shows are so important for our country because they help to spread Italian products and services throughout the world. 

The market is constantly evolving, so it is essential for those who organise this type of event to keep up with the latest technological and other innovations.

A very important trend is certainly the internationalisation of trade shows and participating companies. AEFI, the Association of Italian Exhibitions and Fairs has grasped this need very well and has organised a specific committee for this type of requirement and above all to adapt to what is happening in foreign markets. 

Another very important aspect to be taken into consideration is the attention that must be paid to the safety of participants in trade shows, especially in this delicate moment of restart after the pandemic.