A market leader in Italy, Fiera Milano attracts approximately five million visitors annually. Last year, 113 events were held (51 in Italy and 62 abroad) with the participation of nearly 33,000 exhibitors – 22,000 from fairs in Italy and almost 11,000 from events in other countries, including China, India, Brazil, South Africa, Russia, and Thailand. One of Fiera Milano's main differentiators is following global trends in the trade fair and events market. In the interview, the global president, Corrado Peraboni, announced the main new developments of the Fiera Milano Group for 2016, as well as the particularities of the Brazilian market. The forecast for 2016 is to hold 10 trade fairs and occupy 160,000 m² of space in the Brazilian pavilions.
In the Brazilian market, what are the main initiatives for 2016?
Reinforcing its strategy of focusing on leading trade fairs in the sector, working with unique and leading products in the country, we present some data from the portfolio of the Brazilian company, Cipa Fiera Milano, which has a diverse calendar consisting of 10 exhibitions covering the segments of occupational health and safety; electronic security; construction (pipe, wire and cable, window and glass industries); energy, environment and sustainability; and technologies for rehabilitation, inclusion and accessibility, occupying more than 160,000 m² and attracting around three thousand exhibitors and more than 200,000 visitors annually.
How do you assess the current political and economic situation in Brazil?
Italy is emerging from a crisis that lasted five to six years; we are experiencing similar conditions to those the Brazilian market is facing today. The issue is global uncertainty, with no one knowing exactly what will happen to the world economy. And this is one of the main reasons why Fiera Milano Mundial invests in and believes in the Brazilian market. The Brazilian economy will grow again.
The city of São Paulo receives 16.3 billion from the trade fair sector. Do we have data for this sector in Europe?
The city of São Paulo is a source of business tourism and has the infrastructure for the trade fair industry. In Milan, the city receives 4 billion euros from the entire production chain. For every 1 euro invested, it generates five euros in the city.
What are the main plans for Fiera Milano in Brazil, starting from the branch located in the city of São Paulo?
São Paulo is the main business capital of Latin America and was strategically chosen to be the headquarters of Cipa Fiera Milano, and already hosts a number of large international groups. It is the first city in Latin America to have all the information groups present in business across the globe. Therefore, if we all act positively, the city of São Paulo and Brazil will once again experience economic development. We will serve the São Paulo market, encompassing important economic sectors in the global economy.
What are the main synergies between São Paulo and Milan? Will there be any new events on the calendar in 2016?
We have synergy between the products of the parent company in Milan and the subsidiary in Brazil. An example of this partnership will be realized between Sicurezza, a biennial trade fair focused on the security sector, held in Italy, and Exposec – International Security Fair, allowing for a broad exchange of business, information and technologies, which will take place from May 10 to 12, 2016, at São Paulo Expo.
How did this exchange program begin?
In 2015 we hosted Brazilian businesspeople at Sicurezza in Milan, and in 2016 Exposec will have extensive cooperation from the Fiera Milano headquarters and the Italian Government, represented by the Italian Trade Agency (ITA), for the participation of Italian exhibitors. This will be another step in a concrete exchange. Similar projects have already taken place at Tubotech-Wire South America this year.
Source: UBRAFE
Date: Wednesday, December 9, 2015
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