It’s Showtime Again in Italy
By Emerson Schwartzkopf
The world returned – finally – to northern Italy last week with the resumption of two stellar events for the international hard-surfaces industry.
In Verona, Marmomac welcomed more than 30,000 attendees from Sept. 29-Oct. 2 for the 55th edition of the trade fair for natural stone (and a couple of quartz-surface manufacturers).
Meanwhile, more than 60,000 attendees streamed into Bologna for the 38th Cersaie international tile expo on Sept. 27-Oct. 1.
Both events skipped in-person editions in 2020 due to the worldwide COVID-19 pandemic. The outbreak’s effects continued to impact the shows, with reduced attendance, floor space and exhibitor lineups from previous years.
Entry to both shows required the European Union’s “Green Pass” or a similar document showing full vaccination from one of four approved vaccines. (The Centers for Disease Control card from the United States was readily accepted.) Otherwise, attendees needed results of a negative COVID test within 48 hours of entry; both events featured on-site rapid COVID test facilities.
The country’s health ministry also issued strict guidelines that all but banned travelers from large producer countries Brazil and India. The absence made a striking difference at Marmomac, where the usual large contingent from Brazil was pared down, although the country produced a representative pavilion for the country’s natural stones.
However, even with all the restrictions, 48% of attendees came from 120 countries outside Italy, according to Veronafiere, Marmomac’s producer. Of the 756 exhibiting companies, 329 came across borders to be in Verona. Machinery and tooling seemed to be among the strongest components.
“A result that goes far beyond our expectations,” said Giovanni Mantovani, Veronafiere CEO. “Thirty thousand qualified visitors from 120 countries are astonishing in this historical context, with confirmation from strategic markets for natural stone such as North America, Russia, Brazil, Northern Europe and the United Kingdom, North African countries and the Middle East.
“All the operators and companies we spoke expressed their appreciation of the return of Marmomac as an in-person event and this new format that combines business with even more design, architecture, events and promotion of natural stone with a precise identity on an international scale in business and cultural terms.”
Meanwhile, in Bologna, Cersaie brought in 62,943 visitors, with 38% coming from beyond Italy’s borders. The crowded exhibit halls featured 643 companies,and, in an amazing bit of symmetry, non-Italian exhibitors made up 38% of the total.
“I am convinced that the 623 exhibitors who took part in Cersaie 2021 saw the best possible return on their investment in a show that once again confirmed its national and international importance among distributors, architects, installers and real-estate operators,” said Giovanni Savorani, chairman of Confindustria Ceramica, Italy’s ceramic-manufactuers’ association.
Next year’s Marmomac will be Sept.27-30 in Verona, with a one-day shift to make it a Tuesday-Friday event. Cersaie 2022 will be Sept. 26-30 in Bologna.
A detailed report will be included in the November-December issue of Stone Update Magazine.
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