ICE (Italian Trade Agency, Trade Promotion Office of the Italian Embassy), AEFI (Association of Italian Trade Fairs and Exhibitions) and Italian Pavilion at EXPO MILANO 2015 will hold a press conference next November 5th at the Alta Badia Restaurant on Level 50 of the Jumeirah Emirates Towers in Dubai, titled “ROAD TO EXPO 2015. A journey to discover the Italian Exhibition System and the Italian Pavilion at EXPO MILANO 2015 – FEEDING THE PLANET ENERGY FOR LIFE”.
Road to Expo 2015 is a promotional campaign financed by the Italian Ministry of Economic Development, aimed at enhancing the synergies created by the Italian agricultural and food industry system, whose leadership and uniqueness remain undisputed. The campaign has come to be an itinerary preview, accompanying the Universal Exhibition scheduled for 2015 in a twofold manner: by hosting buyers, the press and other industry specialists at Italy’s main trade fairs and by promoting meetings with all those attending the main industry-specific events globally throughout 2014 and 2015. A journey which will enable representatives of Italian excellence to reach target markets such as Germany, France, the US, Japan, Russia, China, the UAE and MENA region.
The guiding principle of the Italian agriculture and food industry has always been a constant pursuit for quality. As a matter of fact, Italian culinary art is another expression of the Italian lifestyle.
In order to give resonance to the entire production process, Road to Expo 2015 features the promotion of the Italian food system, not only through events displaying high-quality finished products, but also those dedicated to the production chain, thus highlighting technological excellence.
A remarkable symbol of the ‘Made in Italy’ remains the Food and Agriculture sector, a sector which still represents €180bn a year in terms of turnover, 12 per cent of Italian GDP and 22 per cent of export, with the unique and rich culinary tradition of the country and of course a busy schedule of top quality exhibitions.
What is more, Road to Expo 2015 will highlight the potential of the Italian food sector and bring more value to the vibrating environment that the UAE and Dubai in particular will breath in the next years preparing the Expo 2020.
Expo Milano 2015 is a non-commercial Universal Exhibition with some very unique and innovative features. Not only is it an exhibition but also a process, one of active participation among a large number of players around the theme of Feeding the Planet, Energy for Life. Running for 184 days from May 1st to October 31st, 2015, the Expo will host over 130 exhibiting countries and is expected to welcome over 20 million visitors. An event featuring Italy as the world stage, where each country will feel committed towards others and with others. Proposals, stimuli, in-depth views, innovative experiments and solutions will be reproduced in evocative and unusual representations and provide a unique once-in-a-lifetime experience for the millions of visitors.