Aefi - Associazione esposizioni e fiere italiane



At Rimini on 13 and 14 July, the sixth edition of the AEFI training seminar "How and where innovation is born: current situation and future of Italian trade fairs" will take place


How and where innovation is born: current situation and future of Italian trade fairs” is the theme of the 6th edition of the annual training update seminar for AEFI members which will be held on 13 and 14 July in Rimini, at the site of Rimini Fiera.

The AEFI - Italian Exhibition and Trade Fair Association has 35 member exhibition districts, which each year organise more than 1,000 exhibition over a total exhibition area of 4.2 million square metres. 92% of international trade fairs, and 85% of all trade fairs which take place each year in Italy are held in AEFI-member exhibition districts. Training is a constant in the AEFI’s activity: for the competitiveness of the sector, constant updating on the developments of the market and strategies adopted by bodies, districts and exhibition sites in Italy and abroad is essential.

The seminar in Rimini will be an event, spread over two days, with many stimuli, reflections and moments of exchange to trace out an up-to-date overview of the strengths of the Italian Trade Fair System.
The pivotal theme this year will be
innovation in all its forms. In order to compete and respond to changes in markets, trade fairs must evolve and innovate continuously, anticipating trends and directing their long-term strategies towards progressive diversification of their typical activity.

There will be contributions from experts in the sector and speakers such as Giuseppe Schirone, economist at Prometeia, who presents an analysis of the role of innovation in the sectors of Italian manufacturing and Carlo Bagnoli, Associate Professor in Innovation Strategy at Ca' Foscari University of Venice and responsible for organising the Venice Biennale of Innovation.

In addition to the case histories illustrated by the trade fairs of Bologna, Verona, Florence, Rome and Riva del Garda Fierecongressi, there will be experts in the sector at international level who bring their experience in various fields: from new marketing strategies (Karla Juegel, CEO of Messe Marketing Munich, trade fair sector consultant) to initiatives in the social area that turn into commercial activities (Anty Pansera, design historian, and Clara Rosio, project manager) and promotion of fairs as tool for promoting the area also through side events (Paolo Casati, creative director of Studiolabo).

Giovanni Laezza, Manager of Riva del Garda Fieracongressi and Vice Chairman of the AEFI, and Lorenzo Cagnoni, Chairman of IEG - Italian Exhibition Group and Vice Chairman of the AEFI, will have the task of opening the session, which will proceed with the panels dedicated to “Changes in planning” and “Organisational and behavioural changes”.

Friday will see a focus on “Changes in communication”, through case histories on what might be the new tools, the winning tools, for competing in a global market.
An in-depth exploration
of digital issues and the social paths of the trade fair world won’t fail to make its appearance.

AEFI - Italian Exhibition and Trade Fair Association

Via Emilia, 155 - 47921 Rimini - Tel: +39 0541-744229 Fax: +39 0541-744512 E-mail:

P.IVA 03621660962 Copyright Aefi 2003-2018 - Tutti i diritti riservati