The 37th edition of the event draws to a close in Milan, debuting its Exhibition & Conference format. Two days of discussion, innovation and networking in a more streamlined and focused event that engaged the visual community through its exhibition area and in-depth content

Milan, 4th November 2026 – The 37th edition of Viscom 2026, the international exhibition dedicated to visual communication, has concluded in Milan. This year, the event launched its new Exhibition & Conference format at the Allianz MiCo Convention Center. A new venue and a refreshed identity, designed to reflect the transformations taking place across the industry, set the stage for two dynamic and well-attended days, bringing together 5,189 visitors and more than 90 exhibitors to explore the sector’s emerging opportunities.

The 2026 edition offered a more streamlined and functional experience, with the exhibition area and Conference programme complementing each other in the heart of Milan.
The stands provided valuable opportunities to meet and discover new technologies, while the conference sessions attracted strong attendance, confirming the community’s interest in the topics shaping the future of visual  communication.

“Every industry must evolve to respond to market transformations, and trade exhibitions must also be able to interpret this change by renewing the ways in which people meet and exchange ideas,” says Cecilia Montalbetti, Exhibition Manager of Viscom. “With this edition, we wanted to create a more focused experience, placing the quality of relationships, the practical value of content and networking opportunities at its heart. The two days confirmed Viscom’s role as a key reference point for the visual community: a place to meet, stay up to date, share expertise and build new business opportunities. It is a path of evolution that we intend to continue developing together with companies and industry professionals.”

TEHA Group data: a snapshot of a €23 billion market

One of the highlights of the event was the presentation of the first-of-its-kind study “The visual communication ecosystem: scenarios, transformations and development priorities”, commissioned exclusively by Viscom from The European House – Ambrosetti (TEHA Group). For the first time, the research outlined the boundaries of a strategic industrial sector for Italy, generating approximately €23 billion in revenue, €7 billion in added value and employing more than 84,000 people, ranking 19th among the country’s manufacturing sectors. Between 2019 and 2024, the industry value chain recorded solid growth (+19.9% in revenue), driven in particular by the responsiveness of micro-enterprises, which grew by 37% over the five-year period, at twice the rate of large industrial companies (+18%). In mapping the industry, the report highlighted a production ecosystem that remains strongly focused on the domestic market – with 79% of revenue generated in Italy and 62% of companies planning to concentrate on the domestic market. At the same time, the sector faces uncertainty in demand, identified by 64% of operators as the main obstacle to growth, followed by investment costs and increasing difficulties in recruiting qualified staff (both at 35%).

The research also delivered a clear message: to remain competitive, the value chain must move beyond a project-by-project approach and become a provider of integrated solutions. The new competitive model calls for a shift from the physical product alone to an integrated platform of experiences and services. This evolution is reflected in the sector’s investment plans: 54% of companies expect to increase investment over the next three years, not so much to expand production capacity as to invest in “industrial packages” combining software, automation, artificial intelligence and new skills. Indeed, 48% of companies identify solution customisation as the main direction of future development.

Industry leaders in dialogue: from analysis to business vision

The findings of the study provided the ideal foundation for the subsequent roundtable discussion, moderated by journalist Irene Elisei. The multi-voice discussion brought together leading market players, including Agfa, Bompan, Cabagaglio Packaging, Colorzenith, Durst, Newlab and Flyeralarm, who commented on the data in the context of their own businesses.

The debate shed light on the industry’s most pressing challenges. These include the need to move beyond competition based solely on price wars and focus instead on creating added value and providing customer consultancy. Considerable attention was also given to the impact of new technologies: integrating artificial intelligence into workflows and accelerating automation are now essential ways to ensure the flexibility required by the market. At the same time, companies stressed that these transformations also create a need for new professional skills and for differentiated offerings built on excellence and quality. The discussion also looked beyond national borders to examine the prospects and implications of internationalisation for the Italian industry.

A hub for the visual community

These moments of strategic discussion were complemented by the exhibition area at Allianz MiCo, which proved to be a functional and dynamic hub. In a refreshed, compact and targeted setting, the stands showcased excellence in large-format printing, signage, digital signage, interior decoration, packaging and textile personalisation, allowing professionals to experience first-hand the innovations needed to turn the visions discussed during the Conference into reality.

The position paper from the TEHA Group research, “The visual communication ecosystem: scenarios, transformations and development priorities”, will be available for download from the Viscom website starting 9 November.

The next edition of Viscom will take place on 27–28 October 2027.

Press Office 
Theoria 
Federica Zichittella
+39 320 7269367
viscom@theoria.it

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