AEFI & GED: the story within the story

2023 is a particularly significant year for AEFI as it celebrates its 40th anniversary. One of the celebratory events will take place on 7 June in Rome during what will be the eighth edition of Global Exhibitions Day.

The history of GED has intersected with that of AEFI from the very beginning, since our Association was among the first supporters of the initiative in 2016. In this article we would therefore like to look back over all the editions and highlight the situation in the sector and our activities over the years.

What GED - Global Exhibitions Day is

It was launched in 2016 following a proposal from UFI, The Global Association of the Exhibition Industry , to celebrate the trade fair sector and highlight its positive impact on employment, businesses, innovations and local investment.

Each June, the world’s spotlight is shone on the trade fair industry, the business and marketing opportunities it generates and the many jobs it represents.

?The numbers for 2022 were significant: 116 countries involved, 800 million contacts reached, 21 events organised.

A significant online communication activity is being carried out by UFI to highlight the special features of the trade fair system worldwide and to relaunch the initiatives planned by the different countries.

What AEFI has achieved in Italy in the various editions

AEFI immediately signed up to GED, seizing the opportunity offered by this event to:

·??????raise awareness abroad of the great potential of Italian exhibitions;

·??????raise awareness within the world of national Institutions of the role of trade fairs as instrument in the country’s industrial policy.

Many interventions emerged that, looked at in succession, offer an idea of the possible lines of development of our sector.?

#GED2016

In 2016, the year of the first GED, the sector’s trend is positive and developing. The most difficult situations seem to be attributable to the high IMU taxation that generalises the first assessments nationwide, which for AEFI are in contravention of the law. Another critical aspect is the Madia law, which places heavy constraints on the operation of trade fairs in the context of a highly competitive European legislation.

AEFI holds an event called “MEET ITALIAN EXCELLENCE - Trade fairs as a bridge to development” on 8 June in Rome at the Temple of Hadrian, providing in-depth research to support the figures and role of trade fairs in our country.

#GED2017

The sector’s positive momentum continues despite some regulatory interventions that seem to bring uncertainty and a consequent disengagement of public bodies in trade fairs.

The general theme of #GED2017 is THINK GLOBAL, ACT LOCAL and is particularly appropriate for representing the Italian experience.

In Italy, the concept is articulated with a campaign that goes by the name of: “OPENING ITALIAN EXCELLENCES TO THE WORLD” and ?is developed with 3 institutional events in Rome on 7 June:

1.???EXHIBITIONS AND ITALIAN EXCELLENCE BETWEEN HISTORY AND FUTURE, at the Italian Trade Agency

2.???PROMOTION AND REGULATORY CONTEXT: KEY FACTORS FOR THE DEVELOPMENT OF THE TRADE FAIR SYSTEM AND ITALIAN INDUSTRY, meeting with Italian institutions in the Chamber of Deputies Library

3.???THINK GLOBAL, ACT LOCAL: THE VALUE OF ITALIAN EXHIBITIONS in the Hall of the Temple of Hadrian, Chamber of Commerce;

In addition, numerous activities at individual trade fairs were presented and relaunched during institutional events.

The commitment of the Association and its members was also recognised at international level and earned AEFI recognition as “GED Champions”.

#GED2018

In Italy and around the world, the positive trend for the sector continued and UFI proposed THE POWER OF EXHIBITIONS for the 3rd edition. In Italy it becomes: “THE POWER OF ITALIAN EXHIBITIONS - CREATIVITY, TALENT, YOUTH, PLANNING, FUTURE” to focus attention on several aspects that are particularly dear to the Association, developed together with:

1.???An institutional event in Rome on 6 June at the Hall of Hadrian's Temple;

2.???Eighteen video interviews on two themes: Exhibitions of talent and Talents in exhibition.

For the second year running, AEFI receives an award for its work, in particular for the “Talent promotion” section.

#GED2019

2019 is the year in which the topic of sustainability becomes particularly relevant in many sectors, including the trade fair industry, which also places it at the centre of #GED2019 with the concept: “COLLABORATION AND SUSTAINABILITY. Drivers for change for Italian trade fairs”.

The key messages that were conveyed can be summarised as follows: trade fairs represent a large global sector; they represent an efficient and sustainable way of doing business; they can contribute to a sustainable world; they offer a variety of employment opportunities.

The work done can be summed up as follows:

1.???an event on 5 June in Rome at the Ara Pacis Auditorium;

2.???institutional interventions in support of partnerships within and outside the sector;

3.???a panel discussion between representatives of Italian trade fairs on best practices in the field of eco-sustainability.

COLLABORATION AND SUSTAINABILITY. Drivers for change for Italian trade fairs#GED2020

Amidst what appears to be a positive line of development, the pandemic breaks out and it immediately becomes clear that it will be a long and challenging time.

The general theme of #GED2020 is: “Exhibitions are the key to rebuilding economies” and is ?completely embraced by Italy, which like all other countries for this edition will not be able to organise physical events.??

Two videos with a strong emotional impact were shot with the aim of highlighting the irreplaceable capacity of our trade fair system in conveying Italian excellence around the world and boosting the economy.

1. “VOCE DAL CIELO - LE FIERE D’ITALIA CANTANO SOPRA I CIELI DEL MONDO IL TALENTO E IL LAVORO ITALIANI”, (Italian Exhibitions sing Italian talent and work above the skies of the world) which received more than 1 million views, proving that our sector was joining in the pursuit of positive messages from which to start again.

2. Video “SIAMO, FACCIAMO (We are, we do) - AEFI and Italian Fairs for Global Exhibitions Day 2020”.

?#GED2021

After a landmark year in the history of our industry and our entire lives, 2021 also brings much uncertainty and apprehension. We are trying to react and to keep the market's attention focused, the theme being proposed is: “Instilling confidence and optimism in the key stakeholders for the return and future of trade fairs”.

During this edition AEFI took the opportunity to:

·??????illustrate and promote all those measures that have been put in place with the institutions to support the restart (including subsidised and non-repayable finance for Italian fairs and exhibitors);

·??????announce promotional measures (e.g. incoming) and priority channels to facilitate the arrival of foreign operators in Italy;

·??????instil security and confidence through the application of protocols, new routes, procedures, facilities and devices that trade fairs have equipped themselves with in the meantime;

·??????launch a short to medium-term calendar of the restart, through activities and initiatives.

?This took the form of:

1.???a webinar entitled “ITALIAN EXHIBITIONS ARE RE-OPENING: support, tools and activities for restarting”, which was attended by almost 500 operators at the same time;

2.???strong support for the campaign proposed by UFI through social media “Voices of the exhibition industry”:19 associates, in addition to AEFI itself, through direct accounts by representatives of its top management, wanted to unite their voices to express their beliefs, hopes and projects on the restart of trade fairs and their value.

#GED2022

The seventh edition celebrates the return of in-person events and proposes the theme: “The irreplaceable value of physical trade fairs and face-to-face events in creating platforms for growth and economic recovery”.

“ITALIAN EXHIBITIONS & MADE IN ITALY: a strategic alliance on the route to international markets” is the title chosen by AEFI for the promotion of the Italian Trade Fair System, which was made concrete through three episodes at an event organised in Rome on 1 June:

1.???the presentation of the results of the research “The micro, sectorial and macro-economic impact of the Italian trade fair system”, specially carried out by Prometeia for Aefi, which documents the multiplier effect of trade fairs for companies, sectors and territories and therefore for competitiveness and the national economy;

2.???the presence of the Government and the Institutions (Ice Agency and Simest) which represent its operational arm, to recognise the role of the sector, share the future and outline new activities and tools;

3.???the accounts of trade fair operators who, through the Association, act as spokesmen for the responsibility, commitment and experience of an entire sector.

The day was extended in the afternoon with the meeting “Italian Trade Fairs: an asset of the Italian system”, held in the prestigious setting of the Sala Capitolare in the Cloisters of the Convent of Santa Maria sopra Minerva, planned to create an opportunity for discussion with Italian parliamentarians.

?The most popular part of the project is a video advertisement describing a short symbolic journey of how, thanks also to the “magic” of the process generated by trade fairs, “Italy in the World. The World in Italy.”?

Towards #GED2023

This is our contribution to the enhancement of trade fairs in Italy and the enhancement of trade fairs around the world, which continues this year with two strands: on the one hand the revival of our story, 40 years after the start of our activity, and on the other our contribution to sectors and territories... for this reason we are looking forward to seeing you in Rome on 7 June at 2.30 pm at the Temple of Vibia Sabina and Adriano to continue a discourse that began 8 years ago.

If you would like to see in more detail what has been done for the various editions of GED, we invite you to visit the dedicated section on the AEFI website .