Menu
Menu
/ Magazine / Other Articles / EXPODETERGO INTERNATIONAL 2026. Where the future of laundry begins
by
MARZIO NAVA
President Bassan, how did we arrive at this edition and, in particular, what were the steps leading up to EXPODETERGO INTERNATIONAL 2026?
“We launched the Early Booking campaign for EXPODETERGO INTERNATIONAL 2026 with a conference held in Maranello (Modena) on May 24th and 25th of last year. The roar of the engines of the spectacular Ferraris and the passion for the prancing horse made the two days event in Emilia even more engaging and memorable. An excellent mix of professionalism, culture, and sport. The conclusion of the promotional phase and the sale of exhibition space, already completed by the end of November 2025, immediately gave us a clear indication that this would be an extraordinary edition, thanks to the strong interest and participation shown by international companies. Of course, the current geopolitical tensions and conflicts in strategic areas such as the Middle East and Eastern Europe leave us concerned. We hope that the second half of the year will bring greater stability and a gradual easing of tensions, which would provide a positive stimulus for the global economy.”
The event's claim is “Towards a Changing World”. Why was it chosen, and what does it represent?
“We chose this claim because it perfectly reflects the historical moment our sector is experiencing. The world of professional textile care is rapidly changing driven by sustainability, digitalization, automation, and new demands from international markets. “Towards a Changing World” therefore means looking forward, accompanying change rather than being subjected to it. The fair aims to be a place where technological innovation, production efficiency, and environmental responsibility come together. It's a message that extends beyond our industry and reflects the challenges facing the entire international industrial system.”
EXPODETERGO INTERNATIONAL is recognized as a global event. What are the main foreign reference markets today?
“Historically, Europe remains our main reference market, with a particular attention to the Mediterranean region, but in recent years we have recorded very significant growth from the Middle East, Asia, and North America. There are also very interesting signals coming from emerging countries where the industrial and professional laundry sector is investing heavily in technology, automation, and energy efficiency, precisely due to the development of tourism. The strength of the event lies precisely in its ability to bring together operators from over a hundred different countries.”
How do you prepare to engage with visitors from such diverse backgrounds? And what differences do you notice compared to the Italian market, also based on your experience from previous editions?
“Today, an international trade fair must have an international mindset. This means preparing not only organizationally and linguistically but, above all, understanding very different industrial cultures and business approaches. Northern European customers, for example, are very focused on sustainability and energy efficiency; the Middle East pays close attention to service quality and high production capacity; while the United States is strongly oriented toward productivity and automation. The Italian market, on the other hand, maintains a strong focus on the quality of the final result and operational flexibility. These are different but complementary approaches, and it is precisely this that makes the fair extremely dynamic.”
What makes EXPODETERGO INTERNATIONAL particularly attractive compared to other sector events?
“EXPODETERGO is the operational arm of AIFL, the Italian Association of Laundry Suppliers, thus the nerve center and beating heart of the textile maintenance supply chain. I believe our main strength is specialization. EXPODETERGO INTERNATIONAL is a vertical, highly qualified event where operators find truly operational technologies and concrete solutions. The elegance of the fair is always recognized by market operators. Many machines are presented in operation, allowing visitors to directly see performance, quality, and applied innovation. Furthermore, the fair represents an authentic international networking venue: commercial relationships, industrial partnerships, and strategic opportunities are born here, often continuing well beyond the event days.”
What international business opportunities do you expect from this edition?
“We expect a very strong edition from a commercial perspective. The sector is undergoing a phase of profound transformation, and companies are looking for reliable technological partners. For exhibitors, it will be crucial to meet buyers from emerging markets, where new investments are being made in hospitality, healthcare, the textile industry, and industrial laundries. Today, the ability to create international connections represents enormous strategic value, especially in an increasingly competitive global economic context.”
What will be the main international trends in the cleaning and laundry sector showcased at the fair?
“The central themes will certainly be sustainability, automation, digitalization, and artificial intelligence. We will see increasingly energy-efficient plants, intelligent systems for consumption optimization, advanced process management software, and solutions capable of reducing environmental impact. Ergonomics and labor management will also be crucial topics, as one of the major international problems in the sector remains the difficulty in finding qualified personnel.”
How important are sustainability, energy efficiency, digitalization, and automation today? What role can Artificial Intelligence play?
“Today, these topics are no longer optional: they are decisive factors for business competitiveness. Sustainability is not only an environmental issue, but also a matter of reducing operating costs and improving production efficiency. Artificial intelligence, in particular, will play an increasingly significant role in process management, predictive maintenance, consumption optimization, and quality control. I believe this edition will concretely demonstrate how AI and automation are already becoming part of the daily operations of industrial and professional laundries.”
Do international customers express different needs compared to the Italian market regarding these aspects?
“It depends on the market. Some countries in Northern Europe and North America are certainly very advanced in terms of sustainability, digitalization, and automation. Italy, however, continues to distinguish itself with technical expertise, manufacturing quality, and production flexibility. I would therefore say that there isn't an "absolutely more evolved" market: there are different priorities and, above all, different needs that also represent cultural traits. And it is precisely from international comparison that the most interesting innovations often arise.”
What results do you expect from this edition, and how is the success of an international fair measured today?
“Of course, we expect very high participation both in terms of exhibitors – as the numbers speak for themselves, we are essentially sold out – and in terms of national and international visitors. The first signals are already extremely positive. But today, the success of a fair is not measured solely by numbers. The quality of contacts, the ability to create networking, the development of new industrial projects, and the value of the relationships born during the event matter. EXPODETERGO INTERNATIONAL aims to be increasingly a global platform for discussion, innovation, and business for the entire textile care sector.” •
Dr. Sarco, during the COVID pandemic, many analysts argued that trade fairs had permanently lost their central role. Today, however, international events are experiencing renewed growth. Were those predictions ultimately mistaken?
“Rather than being wrong, the value of direct interaction was underestimated. While digital platforms are useful for information gathering and maintaining contact, they cannot replace the essential exchange between companies, clients, and technicians. Trade fairs remain the place where concrete decisions are made and long-term relationships are built. For those investing in significant industrial equipment, live demonstrations are invaluable. A live demonstration allows you to immediately understand the value of a technology and interact directly with its producers.”
So digital isn’t enough after all? Does physical presence remain crucial when it comes to major industrial investments?
“Digital tools help to get informed and stay in touch, but industrial investments require trust and direct verification. When talking about machinery and production processes, seeing, comparing, and speaking in person still makes a difference.”
EXPODETERGO INTERNATIONAL 2026 has always had a strong international connotation. In today’s rapidly evolving market, where are you observing the most significant growth? Is it concentrated in Northern Europe, the Mediterranean region, Eastern Europe, the United States, or the Far East?
“It's a market that grows directly proportional to economic well-being. We are observing particularly positive signals from the Mediterranean basin, the Middle East, and several Asian countries. There is also growing interest from Eastern Europe, especially for technologies oriented towards energy efficiency and process automation.”
Can EXPODETERGO INTERNATIONAL 2026 aspire to become a truly global platform? And how significant is the Middle Eastern market today?
“EXPODETERGO has all the characteristics to strengthen its international role. The Middle East is a very important area because it is investing in hospitality, tourism, and industrial services. Despite recent geopolitical tensions, the event was registering concrete growth in operators and buyers from this region prior to these developments.”
In 2022, when the world was still emerging from the pandemic, EXPODETERGO INTERNATIONAL welcomed more than 16.000 visitors. What attendance figures do you expect for the 2026 upcoming edition? And above all, in today’s market, does visitor quantity matter more than visitor quality?
“L’obiettivo è crescere ancora, con un aumento significativo dell’offerta espositiva (+ 20% di metri quadrati rispetto all’edizione precedente) ci attendiamo sicuramente un numero maggiore di visitatori ma oggi la qualità conta più dei numeri assoluti. Per gli espositori è fondamentale incontrare persone che abbiano reale capacità decisionale e progetti di investimento concreti. EXPODETERGO INTERNATIONAL è considerata un appuntamento immancabile a livello internazionale in grado di creare opportunità di business concrete ed efficaci”.
Given the growing proliferation of trade fairs, including smaller regional events, companies are becoming increasingly selective in allocating their exhibition budgets. Why should an international exhibitor choose EXPODETERGO INTERNATIONAL 2026 in Milan over other European or Asian platforms?
“Because Milan is a strategic meeting point between Europe, the Mediterranean, and international markets. EXPODETERGO offers strong sector specialization, qualified visitors, and a context where innovation, industry, and commercial relations meet concretely.”
How important is the international reputation of Fiera Milano in attracting major global players? Can Italian organizational expertise still make a meaningful difference within the global trade fair ecosystem?
“Fiera Milano's international standing significantly contributes to attracting global operators. Fiera Milano is internationally recognized for its organization, services, and ability to attract operators from all over the world. Italy's enduring role stems from its combination of industrial expertise, hospitality, and the ability to host high-quality events.”
Let’s move on the future of trade fairs. In ten years, will they still exist in their current form, or will they have evolved into something fundamentally different?
“Trade fairs will continue to exist, but their role will change profoundly. Companies today invest time and resources only in opportunities that generate concrete value: qualified contacts, commercial opportunities, professional development, and strategic market insights. Consequently, future fairs will prioritize the quality of connections over sheer numbers. Moreover, the fair will transcend its physical event days, evolving into a continuous platform supporting its community year-round through digital tools, online content, matchmaking, networking, and ongoing update services.”
In conclusion, if you had to persuade a major INTERNATIONAL operator today to attend the 2026 edition in Milan, what would be the key reason they cannot afford to miss EXPODETERGO INTERNATIONAL?
“Because EXPODETERGO INTERNATIONAL is where innovation, market trends, and sector decision-makers converge. In just a few days, you can discover the most advanced technologies, forge new business relationships, and gain a global perspective on the sector's direction.” •
DETERGO MAGAZINE # JUNE 2026
Share
Do you want to become one of us?
Do you know the association?
In 1990 was founded the Association ASSOFORNITORI. In 2022 the name has been changed to ASSOCIAZIONE ITALIANA FORNITORI LAVANDERIE (ITALIAN ASSOCIATION OF LAUNDRY SUPPLIERS), with the acronym AIFL.
Become a Member
Phone: 02 39 31 41 20
Email: info@assofornitori.com
C.F. 97091250155
Via Roma 108 c/o Be Business Park
20051 Cassina de’ Pecchi (MI)
detergo
Associated Companies
Phone: 02 39 31 41 20
Email: info@assofornitori.com
C.F. 97091250155
Via Aldo Moro 45
20060 Gessate (MI)
Follow us
