Competitiveness

Trade fairs are investing in digital technology: the industry hub in Africa is launched

Aefi presents the sector’s first partnership between Italia and Africa, conceived by Ieg. Prometeia survey: the proportion of companies focusing on digitalisation has risen from 15 per cent to 63 per cent

by Giovanna Mancini

9 July 2026

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3' min read

Translated by AI

Versione italiana

3' min read

Translated by AI

Versione italiana

Italian trade fairs are stepping up their efforts in the areas of digitalisation, innovation and strengthening their presence abroad, whilst also looking towards emerging markets such as Africa.

Following the difficult years of the pandemic, the Italian trade fair sector has seen a steady recovery in visitor numbers, exhibitors, revenue and profit margins, achieving record results in 2025 for all the major groups. This positive trend does not appear to have been halted even by the crisis in the Middle East: according to a survey by Aefi (the national trade fair association) among its members, almost all of them recorded further growth or stabilisation in the first half of 2026, and this trend is expected to continue in the second half of the year.

The Aefi-Prometeia survey

Hence the growing propensity to invest, as revealed by an Aefi-Prometeia survey of a representative sample of 35 exhibition centres and associated organisers. Almost two-thirds of operators have allocated resources to at least two areas of focus over the past year, whilst around one-third have concentrated their investments on a single priority. The main areas of focus are digitalisation, cited by 63 per cent of the sample – a sharp increase from 15 per cent the previous year; the development of new trade fair products (49 per cent); and investments aimed at strengthening the internationalisation of events, promotional activities abroad and inbound tourism, both cited by 46 per cent of operators. Furthermore, 43 per cent have invested in environmental sustainability initiatives, whilst 20 per cent have implemented measures to improve the accessibility of events.

A picture which, as Aefi president Maurizio Danese observes, confirms the dynamism of a rapidly evolving sector, which is experimenting with technological tools, formats and innovative content to best meet the needs of businesses against a backdrop of great global uncertainty and challenges relating to the ecological and digital transition. “This transformation is necessary to strengthen the competitiveness of Italian trade fairs and support businesses in their growth strategies abroad”. Africa in particular, adds Danese, represents “one of the areas with the greatest potential for the development of the sector”.

The development programme in Africa

This led to the creation of the ‘Aefi for Africa’ programme, launched under the association’s Internationalisation Committee, chaired by Pietro Piccinetti. This project is open to all operators within the trade fair sector; it forms part of the objectives of the Mattei Plan, in coordination with the Ministry of Foreign Affairs and in collaboration with the Ministry of Enterprise and Made in Italy.

The first concrete initiative was presented by Italian Exhibition Group and involves the creation of a permanent platform on the African continent, through institutional and operational partnerships with local stakeholders. Following extensive scouting activities, IEG has identified Kenya as one of the most promising countries in which to launch this first structured trade fair partnership between Italia and Africa, with Nairobi as a possible venue for the project.

An open exhibition platform

“The initiative stems from an observation: our sector is lagging behind in terms of internationalisation and, despite the presence of a few players who have organised some successful events, we have now lost ground to other competitors in certain markets,” explains IEG’s CEO, Corrado Peraboni. “We therefore looked to the experience of our German colleagues who, towards the end of the 1990s, with government support, established a permanent presence in China, where they still hold a dominant position today,” adds Peraboni. That initiative stemmed from the government’s desire – with trade fairs acting as its operational arm – because “a project of this scale cannot be launched at the request of private operators, but must be a national initiative”, observes the CEO. It is no coincidence that the project will be presented today at the Ministry of Foreign Affairs and International Cooperation (MAECI), during a meeting with key figures from the trade fair sector dedicated to the theme of internationalisation.

In practical terms, IEG proposes to establish this platform through the creation, refurbishment, regeneration or outsourcing of an existing district: “In short, the idea is for the Italian trade fair sector to manage an exhibition centre in Africa, with the aim of building a bridge for the development of Italian businesses in this region and, at the same time, in keeping with the spirit of the Mattei Plan, to foster local development and innovation,” concludes Peraboni. Once established, the platform will be made available to all Italian trade fair operators and organisers interested in developing their activities in Africa.

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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