MILAN FURNITURE FAIR 2025: OVER 300,000 VISITORS, 68% INTERNATIONAL TRADE
MILAN, ITALY • The 2025 edition of the Salone del Mobile in Milan attracted 302,548 attendees, with an unprecedented 68% coming from international trade, solidifying its pivotal role in the global design and furniture industry amidst ongoing market uncertainties. The fair offered unparalleled business opportunities across 151 countries, highlighting its crucial standing as a premier international showcase.
Milan, Italy, April 13, 2025 – 7:07 PM – The 2025 edition of the Salone del Mobile – inaugurated in a context of strong market turbulence – reached 302,548 attendees, a figure consistent with the 2023 Euroluce Biennial, confirming the key role of the event. This year, it shined an international spotlight on 2,103 exhibitors from 37 countries with an unparalleled offering. Complementing this was a Cultural Program that generated new visions for the future, moving beyond current challenges.
The positive data comes from international trade operators, who accounted for 68% of attendees, the highest percentage ever. From the initial results of the survey conducted for the fourth consecutive year by Native Strategy (a sample of 475 exhibitors), all indicators remain stable. Visitor satisfaction registered at 88%, while exhibitor intent to return stood at 94%.
Country Rankings
The 2025 edition's country ranking confirms China in first place, though with a slight decrease compared to 2023, which becomes a clear drop compared to 2024 attendance figures. This signals an economy facing internal and external structural challenges. This data is balanced by the overall stability of European operator attendance, consistent with the export value of the Italian furniture macro-system to the world's largest single market (approximately €10 billion in 2024, 51% of the total).
In the Top 10, after Germany in second place, attendance from two of the best-performing markets for furniture macro-system exports in 2024 showed strong growth: Spain (5,423 operators; export +4.1%) and Poland (5,325 operators; export +9.1%). Following in the ranking are Brazil, Russia, France, United States, India, and Switzerland.
In the wake of the announcement of American tariffs, the 2025 edition of the Salone, during days of maximum international market tension, registered high expectations for new business geographies. From April 8th, thanks to the constant support of ICE Agency, the fair hosted 350 major investors, buyers, retailers, contractors, and media from 50 countries, with 27 delegations from Asia and the Gulf countries.
Key markets in the reorientation of the offering include the United Arab Emirates, which doubled its presence at Fiera Milano, Rho, in 2025 (1,801 operators), and Saudi Arabia, with whom the Salone signed an initial Memorandum in January for the realization of new design projects. Finally, attendance from Japan rose from 20th to 13th place, in line with the positive trend of furniture sector exports in 2024 (2,712 operators; export +2.7%). Still in the Central Asian area, South Korea remains in the Top 20 countries.
