International Visitors Now Make Up One Third of Vinitaly Attendance as Veronafiere Expands Abroad

Veronafiere, one of Italy’s leading exhibition organizers, is increasing its focus on international markets. The company currently manages 45 events both in Italy and abroad, covering sectors such as food and agriculture, construction, art, and logistics. Among these, Vinitaly stands out as a flagship event dedicated to wine. Gianni Bruno, exhibition manager for Vinitaly, spoke at the 5th Wine & Food Summit organized by Pambianco and PwC, highlighting a shift in the event’s priorities. According to Bruno, the demand at Vinitaly is no longer centered on attracting the best buyers from the Italian hospitality sector, but rather on bringing in top international buyers.

Recent editions of Vinitaly have seen a significant increase in foreign participation. Bruno noted that about one third of the event’s visitors now come from outside Italy, and the proportion of international operators continues to grow. This trend has prompted Veronafiere to expand its activities beyond Italy’s borders. The company has started to accompany Italian businesses into new markets by organizing events abroad. One example is Vinitaly USA, which took place for the second consecutive year in Chicago last weekend. The event brought together around 270 Italian wine producers to meet directly with the American market.

Veronafiere is also active in China, where it organizes three separate events. The company plans to enter Japan and India soon, following research into emerging markets. Last year, Kazakhstan was identified as a promising new destination for Italian wine promotion.

Bruno emphasized the complexity of promoting Italian wine internationally, given the country’s more than 500 wine denominations. To address this challenge, Veronafiere has established an academy to train future ambassadors of Italian wine. Currently, about 600 individuals worldwide have completed this program.

While Vinitaly is primarily a business-to-business event, Bruno stressed the importance of engaging with end consumers as well. To this end, Veronafiere created “Vinitaly and the City,” a public event held in the center of Verona. The initiative has been so successful that it is now being expanded to other regions in Italy. In Calabria, for example, the event attracted about 30,000 visitors over two days, and future editions are planned for Sardinia.

Bruno also addressed the need to improve food offerings at Veronafiere’s events. He said that international buyers expect high-quality cuisine to match the wines presented at the fair. As a result, Veronafiere is planning a comprehensive upgrade of its food service areas to provide a high-level gastronomic experience that remains efficient for a trade show environment.

These initiatives are part of Veronafiere’s broader 2024-2026 relaunch plan. The company closed its most recent financial year with consolidated revenues of 125.5 million euros, up 4 percent from the previous year. Earnings before interest, taxes, depreciation and amortization (EBITDA) reached 25.8 million euros, an increase of 15.7 percent, while net profit rose sharply to 9.5 million euros, up 150 percent.

Veronafiere’s strategy reflects a growing recognition of the importance of international markets for Italian wine and other sectors represented at its events. By expanding its global reach and investing in both business and consumer engagement, the company aims to strengthen its position as a leading player in the exhibition industry.