MCE 2022 (Mostra Convegno Expocomfort) will be held at Fiera Milano (Milan Fair) from 28th June to 1st July this year, following an enforced hiatus of four long years. (The last face-to-face event was held back in 2018).
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This fair is one of the key events in the calendar for national and international exhibitors from the plumbing and heating sectors, as well as the renewable energy and energy efficiency fields; a point of reference which offers participants some fantastic networking opportunities.
Further postponement of MCE 2022
After the digital version organised on 8th and 9th April 2021 (which was also made available online in an extended format from 10th to 16th April), MCE 2022 is now being presented in a face to face format from 8th to 11th March this year.
The unexpected continuation of the pandemic which has affected the entire planet for around two years and the frequent emergence of new coronavirus variants have however forced organisers into another postponement.
The company tasked with organising the convention, Reed Exhibitions Italia, has continued to constantly monitor the pandemic situation in Italy and abroad, with the support of the relevant authorities, in order to have a complete and up-to-date global perspective of developments.
Considering the importance and size of this fair, organisers have focused on safeguarding exhibitors and delegates, in order to provide an event able to offer a top level experience both in terms of professionalism and health and safety.
Management has therefore decided to wait a few months in the hope that, with the arrival of summer, Italian Covid-19 restrictions will be definitively removed, or at least relaxed.
Fiera Milano: expected attendance
So far, neither the exact number of companies due to attend the event nor the details of anti-Covid measures to be put in place, (factors which will define the proportions of MCE 2022), have been announced. Nevertheless, it is expected that the number of exhibitors will be considerably less than the 2,388 who attended the 2018 event.
Recent updates released by organisers include their intention to use 90% of the available space inside the Fiera Milano convention centre. The most optimistic estimate is therefore the participation of around 1,400 companies, a significantly lower number compared to the last face-to-face edition.
In any case, the outlook is optimistic and Reed Exhibitions Italia have emphasised that precise attendance numbers will only be calculated once the convention is over. (The estimated number of participants only includes direct exhibitors, while the final number will also include co-exhibitors from other companies.)
Digital will not be lacking at the 2022 event
An important new feature of MCE 2022 compared to past events, is the presence of digital. Experience gained during the online edition of 2021 has in fact enabled organisers to realise how the web can increase the event’s coverage and involve those unable to attend the June event in person.
The new format of the Mostra Convegno Expocomfort will therefore be hybrid. In addition to visiting the stands in person, there will also be the opportunity to register on the event’s digital platform, where exclusive digital content is available, including a personalised marketplace and a range of networking services.
This decision was taken following analysis of data regarding the strategies implemented by other notable fairs in that sector, whose attendance figures have risen significantly thanks to the introduction of a digital section.
Translated by Joanne Beckwith