Trade fairs: record revenue in 2025 and growth in the first six months of this year

There is a clear link between the strong growth in Italian exports in recent years – despite market and political turbulence – and the performance of the trade fair sector, which is one of the main drivers of business internationalisation. “In difficult times, companies not only continue to invest in trade fairs but, on the contrary, step up their commitment to participating,” observes Maurizio Danese, president of Aefi, the Association of Italian Exhibitions and Trade Fairs, which today, at its annual general meeting, will present the preliminary 2025 figures – compiled in collaboration with Prometeia – to the Minister for Enterprise and Made in Italy, Adolfo Urso.

These figures demonstrate the sector’s growth even during a period of difficulty and uncertainty for our country’s economy. Last year, in fact, the Italian trade fair industry, comprising around 200 companies, achieved a turnover of 2.1 billion euros, up 10 per cent on 2024 and, in real terms (adjusted for cumulative inflation), up 35 per cent on 2019. Furthermore, compared with 2019, Prometeia estimates that the key indicators for trade fairs (visitors, exhibitors, number of events, etc.), confirming that the sector has now surpassed pre-Covid levels and is making a strong recovery from a period when the pandemic seemed to have brought it to its knees.

There has been an increase in the number of events organised or hosted by AEFI members (56 exhibition centres and event organisers): 915 in total, which is 4% more than in 2024, Visitor numbers are also on the rise, thanks mainly to the boost from international trade visitors, with 1.5 million out of a total of 18.5 million visitors attending the events: 6% more than in 2024 and 9% more than in 2019. The number of exhibitors also rose, reaching 152,000 (80% of whom were Italian), marking a 6% increase compared with 2024.

“These figures demonstrate the vitality and competitiveness of our sector,” notes Danese, “which ranks fourth in the world and second in Europe in terms of value.” The Italian trade fair industry generates a total economic impact (direct, indirect and induced) of 22.5 billion euros across the country, accounts for 0.7 per cent of GDP and generates over 10 billion euros in the trade fair tourism sector.

“This result stems from the sector’s ability to respond and from the support of the institutions, which have recognised trade fairs as a key tool for promotion and internationalisation,” adds the Aefi president. The aim is to further consolidate Italia’s position in the global events and exhibitions market, within an increasingly competitive landscape that requires authoritative representation and a shared vision for the sector’s future. It is within this context that the process of constructive dialogue with IT-EX takes place.” Last January, in fact, the two associations signed an agreement to establish a stable framework for coordinating their respective activities and to swiftly achieve a single, shared representation for the entire trade fair sector. “We are working towards finalising this by the end of the summer,” explains Danese.