This is the message that emerges from the in-depth analysis of the data describing the 2025 edition of SICAM, held from 14 to 17 October. There were 692 exhibitors, 31 percent of whom came from 33 countries, occupying all 41,000 square meters made available by Fiera di Pordenone, including 19,150 net square meters of exhibition space. Total attendance reached 29,359, including 23,818 visitors representing 9,336 companies — 39 percent of them from 112 countries—and 5,541 exhibitors.
As for the visitors’ origin, Italy naturally leads with 61% of total attendance. Veneto once again ranked first among the Italian regions, followed by Friuli Venezia Giulia, Lombardy, Marche, Emilia Romagna, and Tuscany—the areas of the country where the furniture industry boasts the strongest tradition.
Among international arrivals, Europe ranked first (72 percent of all foreign visitors), followed by Asia (19 percent), the Americas and Africa (4 percent), and a further 1 percent arriving from distant Oceania. The ranking of visitors by country sees Germany in first place, followed by Spain, China, Croatia, Slovenia, Poland, Ukraine, Greece, Austria, and France—just to mention the top ten. Noteworthy is the strong presence of operators from the Balkans, Turkey and an increase in visitors from North Africa, areas that are becoming increasingly significant in the global furniture industry’s economic flows.
SICAM once again proves to be a highly international event, capable of offering an excellent balance between the number of products displayed and the exhibition area—a relationship that ensures an easy and efficient visit. Italian visitors spend an average of 1.34 days at the show, rising to an average of 1.65 days for international attendees. Particularly meaningful is the data on visitor roles: the vast majority are owners or CEOs, followed at a distance by technical employees, sales employees, and commercial directors. Regarding the business sectors represented, “furniture” naturally leads, followed by “furniture components,” “kitchens”, “contract” and “bathroom”.
The data collected also provides further insights that deserve close attention in the ongoing effort to continually enhance the “SICAM offering.” Starting with the preferred day of the fair, which was clearly Wednesday 15th October and Thursday 16th, followed by the opening day. Friday was chosen by many owners and entrepreneurs who prefer a calmer environment that allows more relaxed conversations with suppliers, customers, and colleagues. It is worth adding some interesting insights made possible by the badge-scanning system that exhibitors use to instantly store information about visitors, with the option to add a photo or a note for an effective record of each contact. SICAM has been providing this system free of charge to all exhibitors for about ten years and, although not all of them use it with the same level of “intensity,” it still offers significant indications of the choices and preferences of SICAM’s visitors.
One of the most interesting figures is perhaps the average number of visitors per stand which—while, as noted, purely indicative—reveals the widespread level of interest shown by visitors. Crossing the data shows, in fact, a substantial uniformity across the halls: SICAM is one of the few trade fairs in the international calendar where there are no privileged exhibition areas, more crowded aisles, or less “interesting” sections. The decision to avoid any division by product category and not to create reference areas dominated by “leading companies” effectively creates the conditions for “a fair to be discovered in its entirety.” The ten halls that make up SICAM are connected by routes that form a convenient “visiting loop,” giving exhibitors equal visibility—an advantage for the quality of business relations.
A few amusing figures highlight the intense catering and hospitality activity: during the four days of the fair, around 74,000 bottles of water were distributed, partly because the warm sun and above-average temperatures made being at SICAM 2025 even more pleasant. The classic cup of coffee remains untouchable (approximately 68,000 were served), preceded by over 100,000 sandwiches and filled rolls and 7,460 cups of fruit.
But beyond the curiosities, data, and numbers, what clearly and unanimously defined SICAM 2025 was the atmosphere of optimism, serenity, and overall “pleasantness” that marked all four days.
“I must admit that never before have we felt so strongly that everything met the expectations of visitors and exhibitors, who experienced the fair in such a positive and relaxed way,” commented Carolina Giobbi. “Once again, SICAM has shown that trade fairs can be organized differently, proactively, focusing first and foremost on people’s satisfaction, making them feel as comfortable as possible when engaging with clients, partners, or suppliers. A ‘great vibe,’ if I may use a definition that may not sound extremely professional but sums up what everyone experienced at SICAM 2025: a business opportunity in a delicate market phase, yet filled with the optimism of those who know the future is theirs to build. And with the many beautiful, intelligent, functional products we saw in Pordenone, there will be plenty to design and produce to capture the attention of end consumers worldwide.”
The date for the 17th edition of SICAM is set for 20–23 October 2026.
