Competitiveness

Strategic trade fairs for the country 'Golden Power to protect them'

Giovanni Bozzetti, president of Fondazione Fiera Milano and of the Aefi-ItEx coordination table, speaks. Avoiding interference from foreign groups

by Giovanna Mancini

25 February 2026

3' min read

Translated by AI

Versione italiana

3' min read

Translated by AI

Versione italiana

'Trade fairs are strategic infrastructures serving Italian territories and supply chains. They are an instrument of industrial policy and economic diplomacy. This is why I personally believe that the instrument of Golden Power should also be extended to trade fair districts, to ensure that control of the national system remains in Italian hands'. Giovanni Bozzetti, president of Fondazione Fiera Milano, is a convinced supporter of the internationalisation of trade fairs and therefore also of alliances and integrations between Italian companies and large international groups. However, the atomisation of the trade fair system in Italy makes it vulnerable to large global players, giants with billions of euros in turnover, which are mainly active in the trade fair business.

Is a process of concentration taking place?

The global exhibition market is going through a phase of profound transformation, characterised by intense merger and acquisition activity by large multinational groups and investment funds. According to Global Industry Performance Review estimates, the world market is worth about 38 billion euro in turnover and the main players account for about 38% of the total. In this context, Italian trade fairs, leaders in sectors such as fashion, design, cosmetics, mechanics, automotive and agri-food, represent particularly attractive assets.

Alliances are fine, then, but the control must remain in Italia?

Exactly. Because when the majority of a trade fair group were to pass to a foreign operator, this could undermine the possibility of exercising the role of industrial policy instrument of the country that is typical of trade fairs. A non-Italian owner could follow logics that do not necessarily enhance the territory and Italian production activities, as trade fair companies do, which, beyond a logic that is rightly also business-oriented, have as a priority precisely the development of territories and entire production sectors, manufacturing and otherwise.

For the past month, you have been chairman of the Joint Coordination Committee of Aefi and It-Ex, the two industry associations that have started a unification process, precisely with the aim of strengthening the trade fair system.

On Tuesday 24 February, the first operational meeting was held, in the presence of the Minister of Enterprise and Made in Italy Adolfo Urso, and was attended by six members from each of the two associations, including Maurizio Danese and Raffaello Napoleone, presidents of Aefi and It-Ex, as well as vice-presidents of the Committee. We decided on the objective of having, by June, a single entity representing the national trade fair system, in order to ensure a common and coordinated voice towards national and supranational governmental institutions and all those involved in the defence of Made in Italy, such as Ice, Simest, Sace and Cdp. In addition, we have decided to set up the States General of trade fairs, to be held next June in Milan, which will deal with various issues: internationalisation and the role of trade fairs as an instrument of economic diplomacy; training, digitalisation and artificial intelligence; trade fairs and production chains, not only manufacturing, but also trade and craft sectors. Lastly, tourism and territorial marketing, hence the role of trade fairs as an element of development of the tourism sector and the territory as well.

We have been talking for years about creating synergies and a system between fairs, but there have been few concrete results so far. Why should this time be any different?

In difficult times like these - characterised by dumping even in the trade fair sector in order to attract events,from the schizophrenia of US tariffs, and from winds of war that do not abate - we must be increasingly united, abandoning all parochial logic, avoiding competition between fairs and neighbourhoods in order to play all together, wearing the jersey of the Italian national team and in full Olympic spirit, a game at a global level, which has much bigger and stronger competitors than us, even in Europe, I am thinking of Germany, although we have all the characteristics to become just as big and strong.

In order to strengthen the competitiveness of the system, especially internationally, incentives are also needed. Are the institutions supporting you?

It is one of the topics we will deal with with the government, as well as the issue of visas to facilitate the arrival in Italia of buyers from strategic markets. The dialogue with the government is excellent. We operate in a very effective logic of public-private collaboration. The allocations to support the trade fair system by ICE are included in the plan of promotional and internationalisation activities for companies. The plan in 2024 saw the allocation of around 150 million euro, 40% of which was dedicated to trade fairs. The same amount has also been allocated for 2025, 2026 and 2027.

Giovanna ManciniRedattore ordinario
- @mancinica
Luogo: Milano
Lingue parlate: Italiano, inglese, tedesco
Argomenti: Industria del design e arredo, made in Italy, cronaca di Milano, consumi, industria del commercio, e-commerce
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