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Trade Fairs and Made in Italy To determine the role which trade fairs play and can play in the near future for the promotion of Made in Italy, we need a good understanding of the changes which have been underway for some time in the Italian and European world of production, following the rapid globalization of world markets. Sometimes, in the belief that it enhances the success of their own events, organizers attribute to them Made in Italy promotion elements which in reality are few: this is because in various fields, beyond one's own good intentions or abilities, Made in Italy has almost disappeared; it is mostly importers and distributors who are still operating. On the other hand it is good to recognize that Made in Italy worth promoting is not only that of material goods intended for export, but also that of products sold to residents and guests who for various reasons find themselves on Italian soil. As Made in Italy we can also count stays in hotels, tourist villages, campsites, consumption in restaurants and bars, museum services, shows and medical treatments, … From this point of view it is evident that many different types of events can contribute to the promotion of the Made in Italy concept, including countryside festivals. It is a different question whether the event has a solid economic base or turns out to be a use of public money benefiting few people, but that discussion can apply both to a village festival and an international trade fair. See on p. 5 the article on the discussion between the Government, Regions and industry associations to coordinate trade fair policy, in order to make the Italian trade fair system a true unified platform for the promotion of the Made in Italy trademark. Giovanni Paparo back to top |
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