The Italian Exhibition Group (IEG) has initiated a strategy to enhance the international appeal of Italian trade fairs in order to secure a competitive position in the global market. Francesco Santa, the International Business Development Director of IEG, emphasizes that expanding abroad is increasingly crucial for sustaining growth and relevance in a competitive sector.

IEG, which ranks among the top 20 global players in the fair sector, has already established its presence in markets including the United Arab Emirates, Singapore, China, Brazil, Mexico, the United States, and Saudi Arabia. This expansion reflects a deliberate move to reach new audiences and exhibit Italian excellence on a larger stage, responding to the pressures of a market dominated by larger groups through acquisitions.

As IEG prepares for future internationalization, Santa also hints at the challenges and motivations driving this approach, highlighting the importance of this strategic direction for maintaining growth amid fierce competition in the exhibition industry. By intensifying its international focus, IEG aims to not only enhance its offerings but also to elevate the entire Italian trade fair landscape, catering to a global audience and fostering international business relationships.