A ssociazione Esposizioni e Fiere Ital iane AEFI the Italian trade fair in dustry association recently an nounced its aim to raise revenues to pre pandemic levels Every euro invested in trade fair participations generates an ad ditional 60 euros from business activity and also has other positive effects emphasises AEFI president Maurizio Danese This mul tiplier effect has also been recognised by the Italian parliament and government with whom we have formed a genuine alliance during these times of crisis At the associa tion s annual general meeting in Verona this year he addressed the Italian government di rectly stressing how essential it is to support the recovery efforts of the trade fair industry He also called for additional measures be cause while the relief measures have been a key element in efforts to combat the crisis they have done little for growth There are two priorities for the relaunch in addition to the existing relief measures according to Danese The first is the redistribution of the funding allocated to tourism through the na tional reform programme including the allo cation of funding for the promotion of green trade fairs The second unrealized proposal is municipal tax relief for trade fair venues given their importance to the economy After all trade fairs are important drivers of growth The AEFI points out that in 2019 the last year in which the trade fair industry was firing on all cylinders before the pan demic Italian trade fairs generated business worth around 60 billion euros There has been an increase in B2B events recently and the number of buyers from abroad has grown significantly to 1 6 million accounting for around 16 percent of the total according to the AEFI Italy s export focused sectors clearly benefit from this the food and drink industry hospitality fashion sport leisure and entertainment and industrial technolo gy Two thirds of all international trade fairs take place in the regions of Lombardy Emil ia Romagna and Veneto primarily in Milan Bologna Parma Rimini and Verona which basically confirms the old adage that trade fairs are a reflection of the economy These are the top three exporting regions in Italy The AEFI s focus on sustainability is thor oughly on trend Italy s trade fair industry is becoming increasingly climate friendly ac cording to the Associazione Esposizioni e Fiere Italiane A survey of 95 percent of all 47 members of the association confirmed this The AEFI emphasises one result above all others 54 percent of trade fair venues pro duce their own renewable energy from photovoltaic panels They also score highly when it comes to the circular economy and reusable materials used in exhibition stands In addition a very high percentage of the cutlery used is biodegradable or recycled On the other hand there is still room for improvement in terms of energy effi ciency particularly when it comes to heating and cooling systems Things look slightly better if you look at the use of low energy lighting LEDs The AEFI intends to continue to work on sustainability also in tandem with UFI the global association of the exhi bition industry www aefi it PB 22 TradeFairs Internation al 3 2022 INTERNATIONAL ITALY Each euro generates another 60 Italy is one of Europe s leading trade fair hosts The industry aims to get back to its pre pandemic level in the next two years Maurizio Danese von Veronafiere ist Präsident des italienischen Messe verbandes AEFI Maurizio Danese of Veronafiere is president of the Italian trade fair association AEFI Ph ot o V er on afi er e

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