What are the main characteristics of the Italian venues? Italian exhibitions reflect the peculiarities of the Italian industrial environment, characterised by SMEs. They reflect the peculiarities of the large Italian market, both in b2b and consumer sectors. In Italy, each event and venue has its own function and specificity, playing a fundamental role for the enhancement of local industries and international markets. Working in synergy, all the protagonists of the Italian exhibition system offer a contribution above all to the promotion of the national industry. |
Venues organise 50 per cent of the exhibitions based in Italy. |
Italian trade shows are a real driving force for the country’ s economy; almost 50 per cent of Italian export originates from the participation at exhibitions. For venues, Italy is the second country in Europe and the fourth in the world ranking for exhibition capacity. Many of the exhibition centres are large and medium-sized: UFI has registered six districts with an exhibition capacity of over 100,000sqm and 23 between 20,000 and 100,00sqm. The whole exhibition capacity counts 43 venues for 2.3 million square meters, placed in the most important and beautiful Italian cities. Most of the venues connect to modern congress centres.
What services should a foreign organiser be aware of that support venues in the reception of the events? Venues organise 50 per cent of the events based in Italy. This is important because the direct contact with exhibitors allows these organisers to develop projects and structures aligned with the needs of exhibitors and visitors. Furthermore, most of the venues have experience in supporting third party events. This experience is based on the ability to operate directly on end markets. To support organisers and
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exhibitors, Italian venues continually innovate. The exhibitions are also a place for updating and training professionals and a guidance for consumers. All districts have recently expanded their offer to digital services in order to optimise the management of meetings, to profile visitors, to extend the potential of meeting beyond the event, to spread the culture of individual products and sectors. The matchmaking services between demand and supply are also very common. Italian venues are also investing in new security, logistics solutions and infrastructures, aimed at making business meetings more efficient.
And what about receptivity? Almost all the venues have booking services aimed at simplifying the organisation of exhibitors and visitors activities both inside and outside the exhibition, as well as making their stay in Italy more pleasant. Venues are located in Italian cities characterised by a great variety of hotels and restaurants, in line with the finest business demand but also with the demand for leisure and pleasure expected from the Italian tradition.
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6 Issue 2 2018 |
www. exhibitionworld. co. uk |