Fiera Milano, the market leader in Italy receives about five million visitors each year. In the last year, almost 33,000 exhibitors – 22,000 in fairs in Italy and almost 11,000 in events abroad – participated in 113 events (51 in Italy and 62 abroad), including China, India, Brazil, South Africa, Russia and Thailand. One of the main differences of Fiera Milano is to follow the global trends of the Business Fairs and Events market. In an interview, President Corrado Peraboni presented the main new attractions of Fiera Milano Group for 2016 and also the peculiarities of the Brazilian market. The forecast for 2016 is to hold 10 Business Fairs and cover 160,000m². of Brazilian fair spaces.
What are the main initiatives in the Brazilian market for 2016?
We present some data from the portfolio of the Brazilian company CIPA Fiera Milano, which has a diverse calendar consisting of 10 exhibitions covering health and labor safety, electronic security; construction (pipes, wires and cables, window frames and glass industries), energy, environmental and sustainability segments and technologies for rehabilitation, inclusion and accessibility, which occupy more than 160,000m², and annually receives around 3,000 exhibitors and over 200,000 visitors, also to reinforce the strategy of focusing in fairs that are a reference in the sector, working with exclusive and leader products in the Country
How do you evaluate the current political and economic situation of Brazil?
Italy is coming out of a crisis that lasted five to six years. We are experiencing a similar condition nowadays in the Brazilian market. The issue is a global uncertainty and nobody knows exactly what will happen in the global economy. And this is one of the main reasons why Fiera Milano Mundial invests and believes in the Brazilian market. The Brazilian economy will grow again.
The city of São Paulo earns 16.3 billion from the Fair and Trade sector. Do we the data from the industry in Europe?
The city of São Paulo is a source of business tourism and has the infrastructure required to serve the fair industry. The city of Milan earns 4 billion Euros from all the production chain. Every 1 euro invested produces five Euros in the city.
What are the main plans from the branch located in São Paulo for the Fiera Milano in Brazil?
São Paulo is the main business center in LATAM and was strategically chosen to be the headquarters of the Cipa Fiera Milano company and already hosts a number of large international groups. It is the first city in LATAM to have all information groups present in businesses all around the world. Therefore, if everyone acts in a positive way, the city of São Paulo and Brazil will have again a positive economic development. We will attend the São Paulo market and cover important economic sectors in the global economy.
What are the main synergies between São Paulo and Milan? There will be any news in the schedule in 2016?
We have synergy between the products in Milan and the headquarters in Brazil. An example of such partnership is the result acquired between Sicurezza, a biannual fair in the safety sector hosted in Italy, and Exposec – International Security Fair, allowing a wide business, information and technologies exchange and that shall occur on May 10-12, 2016, at São Paulo Expo.
How did this exchange begin?
In 2015, we received Brazilian businessmen at Sicurezza in Milan, and in 2016, Exposec will have a great cooperation from the Fiera Milano headquarters and from the Italian Government, represented by the Italian Trade Agency (ITA) to assist the participation of Italian exhibitors. It shall be another stage of a concrete exchange. As similar projects were already conducted at Tubotech-Wire South America this year.
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