The strategic study, mapping for the first time the value and development trajectories of an entire supply chain generating nearly €23 billion in revenue, will be presented at the opening of the event on 28 October at Allianz MiCo in Milan

Milan, 29 September 2026 – How is Italy’s visual communication ecosystem evolving? What is its actual economic weight, what development trajectories is it following, and what barriers to growth does a sector that has become vital to brand competitiveness in Italy face?

To answer these questions and overcome the historical fragmentation of industry data, Viscom 2026, the international exhibition dedicated to technologies, applications and materials for visual communication, taking place on 28 and 29 October at Allianz MiCo Convention Center in Milan, commissioned The European House – Ambrosetti (TEHA Group) to conduct an in-depth independent research study.

The study, entitled “The Visual Communication Ecosystem: Scenarios, Transformations and Development Priorities”, will be presented at the opening of the exhibition’s Conference programme and represents a unique initiative in the Italian market. For the first time, the visual communication market is analysed not as a collection of separate segments, but as an extended and interconnected supply chain: an ecosystem that begins with upstream technologies, develops through the core activities of printing and converting, and ultimately serves a broad range of end-use sectors, from retail and large-scale distribution to events, real estate and automotive.

A clearly defined scope for a strategic industry

Until now, quantifying the sector’s economic weight has been a complex challenge due to the cross-cutting nature of the companies that make it up. Moving beyond traditional statistical classifications, TEHA Group applied a new analytical lens: through a detailed review of companies’ stated corporate purposes, it was able to identify with a high degree of precision the share of businesses genuinely attributable to visual communication, overcoming the limitations of generic ATECO industry codes. This work made it possible to define the ecosystem’s actual boundaries. The figures reveal an industry capable of generating nearly €23 billion in revenue, €7 billion in value added and supporting around 85,000 jobs nationwide.

From supply to brand experience: a preview of the study

Economic volumes, however, are only the starting point. TEHA Group’s research explores business sentiment in depth, revealing a sector in transformation: moving from the simple supply of physical products toward the creation of genuine “experience platforms” for brands.

Initial findings from the survey show that, for 61% of companies, the top strategic priority over the next three years will be the development of “new services and applications”, alongside the creation of “tailor-made solutions” (considered relevant by 48% of the sample, comprising 156 companies across the supply chain). As customers increasingly demand personalisation and turnkey projects, visual communication is not becoming less relevant; rather, it is taking on an increasingly central and strategic role in marketing, sales and brand differentiation.

These and other macro-trends, together with the challenges linked to business fragmentation, technological innovation and sustainability, will be at the heart of the debate opening Viscom 2026.

“By commissioning this research from TEHA Group, Viscom is taking a historic step forward. Working with an authoritative strategic partner further strengthens Viscom’s positioning in Italy,” comments Cecilia Montalbetti, Exhibition Manager of Viscom. “Our aim is to provide a real and unified picture of a sector that has never before been analysed at this level of depth. This is an unprecedented study for our industry: the data and scenarios we will present on 28 October will provide an essential working tool to guide industrial decisions in the years ahead.”

Useful information

Viscom 2026 will take place on 28 and 29 October 2026 at Allianz MiCo Convention Center in Milan, with the new Exhibition & Conference format. The event will be open to visitors from 9:30 a.m. to 6:00 p.m.

To attend the event, pre-registration is now open at this link (Viscom invitation code valid for both days of the event: VIS26C). To make travel easier for visitors and encourage lower-impact mobility, Viscom Italia has renewed its partnership with Trenitalia this year. Through the “Speciale Eventi” offer, visitors can access discounts of up to 75% off Frecciarossa Base fares for travel to Milan.

To browse the continuously updated exhibitor directory and find all information on the venue, opening hours and access procedures, please visit the event website.

Viscom is the only trade show in Europe that encompasses the entire visual communication market. A two-day event in Milan featuring exhibitions, talks, events, competitions and showcases each year, representing the largest gathering for the entire visual community. Viscom Italia stands for creativity, innovation, business and sustainability, and is also the ideal platform to present technologies and applications that will shape future trends across graphics/advertising, design, architecture, interior decoration, fashion, packaging, brand industry and retail.

Viscom is owned by RX, a global leader in events and trade shows that leverages industry expertise, data and technology to generate business for individuals, communities and organizations. With a presence in 25 countries, RX organizes approximately 350 events each year serving 41 industry sectors. RX is fully committed to creating an inclusive working environment for all. RX enables businesses to thrive by leveraging data-driven insights and digital solutions.

RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. For further information, please visit www.rxglobal.com