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Italy Trade Fair Tourism Turns Over 10 billion Euros a Year

, Italy Trade Fair Tourism Turns Over 10 billion Euros a Year, eTurboNews | eTN
image courtesy of Prometeia

In Italy, trade fair tourism hass a production value of over 10 billion euros a year, corresponding to an added value of 4.8 billion euros.

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This calculates into an employment impact estimated at around 90,000 employees. In other words, every euro spent by visitors to events generates 2.4 euros in production and 1.1 euros in added value for the national tourism economy. This is what is estimated by the Prometeia-Aefi (Italian Exhibition and Fair Association) report presented at the Temple of Hadrian in Rome on the occasion of World Fair Day and the 40th anniversary of the association.

According to the consultancy firm, which for the first time has carried out a study on the impact of trade fair tourism in Italy, travel linked to the segment triggers an annual expenditure of tourist goods and services of 4.25 billion euros a year (including 204 million in consumption taxes), creating added value of almost 2 billion euros.

Added to this are 1.5 billion of GDP linked to the indirect impact on companies “upstream” of the tourist supply chain and an induced benefit (deriving from the consumption of employees in the activated supply chain) equal to another 1.4 billion euros of added value.

A form of travel – the trade fair – which, according to Prometeia estimates, accounts for 4% of the entire “typical” tourist expenditure made in Italy, is thanks to the 20 million visitors registered each year (2.5% of the total tourist trips in Italy).

The value of the direct annual production of Italian trade fairs instead stands at 1.4 billion euros, with 3,700 direct employees. There are 267 international events and 264 national/local ones expected in 2023, with visitor flows that should return to pre-pandemic levels (about 20 million certified visitors, of which 1.5 million from abroad).

The average stay is almost one night per visitor, which rises to 2.5 nights for foreigners, while the average expenditure is 170 euros per day (235 euros for foreigners).

“We wanted to map one of the most interesting additional macroeconomic effects with respect to the business at the fair generated by the participating companies,” said the President of Aefi, Maurizio Danese.

“Trade fair tourism is confirmed as a leverage with high added value, capable of growing significantly in direct proportion to the development of our exhibitions, provided that everyone – from administrations to exhibitors – does their part in terms of services, logistics and of hospitality.”

According to Giuseppe Schirone, Coordinator of the Prometeia team that carried out the impact study,: “The exhibition industry continuously attracts high-spending tourism with a daily spending budget of exhibition visitors 60% higher than that of the average tourist. Already today it contributes significantly to the overall tourist economy: in terms of employment, for example, 47,000 euros in tourist expenses for trade fair visitors corresponds to a job in the national supply chain. And some simulations conducted during the analysis – based on the high estimated multiplier effects – suggest that the ‘tourist potential’ of fairs is not yet fully exploited.”

About the author


Mario Masciullo - eTN Italy

Mario is a veteran in the travel industry.
His experience extends worldwide since 1960 when at the age of 21 he started exploring Japan, Hong Kong, and Thailand.
Mario has seen the World Tourism develop up to date and witnessed the
destruction of the root/testimony of the past of a good number of countries in favor of modernity/progress.
During the last 20 years Mario's travel experience has concentrated in South East Asia and of late included the Indian Sub Continent.

Part of Mario's work experience includes multi activities in the Civil Aviation
field concluded after organizing the kik off of for Malaysia Singapore Airlines in Italy as an Institutor and continued for 16 years in the role of Sales /Marketing Manager Italy for Singapore Airlines after the split of the two governments in October 1972.

Mario's official Journalist license is by the "National Order of Journalists Rome, Italy in 1977.

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