Business, innovation, trends, sustainability and integration: these were the main themes of the latest edition of MIDO, which ended on 10 February. According to the organisers, more than 42,000 visitors from 168 countries came to Milan for 1,200 exhibitors, including around 930 international exhibitors, in eight exhibition areas in seven pavilions.
According to MIDO, there was a significant increase in the number of visitors from Europe (+9 per cent), especially from Germany (+32 per cent) and neighbouring countries (including Eastern Europe). The remarkable growth from Africa (+10 per cent) was driven by countries bordering the Mediterranean such as Egypt, Tunisia, Algeria and Morocco.
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Visitor numbers from South America (+20 per cent) also rose thanks to the participation of Brazil, Argentina and Venezuela, while the Middle East (+9 per cent) recorded an increase of 11 per cent from the United Arab Emirates and 40 per cent from Israel. Visitor numbers from North America remained constant.
‘These figures confirm once again that the trade fair in Milan is a true international melting pot, an important hub where the global eyewear industry can do business, make sales, forge new relationships and discover all the latest trends,’ said the trade fair in its closing statement.
In addition to visitors, MIDO 2025 recorded more than 16,000 exhibitors over the three days, from stand personnel to company staff, agents, representatives and distributors.
‘This edition was all about business, networking and new ideas,’ commented Lorraine Berton, President of MIDO and ANFAO (Italian Association of Optical Manufacturers), the day after the fair closed. ‘You could feel the energy in the air all three days – there was a real sense of optimism among the exhibitors, buyers, opticians and all the industry professionals who attended. We wanted to create as many opportunities as possible to socialise, exchange ideas and develop – be it through business, training or insightful talks with top speakers from Italy and other countries. This edition really made a difference, reinforcing a strong sense of community and a shared passion for the future.’
Media interactions about MIDO
According to the final report, MIDO 2025 was covered in newspapers, television, radio and social networks around the world. More than 500 accredited journalists were on site (+25 per cent compared to 2024), along with more than 300,000 user interactions (+20 per cent compared to 2024) on the event’s main channels. In particular, the content created by MIDO was viewed more than three million times (+50 per cent compared to the previous year).
The number of followers on the individual social profiles also increased, with Instagram recording growth of 12 per cent. Almost 35,000 users visited the website, while the app’s interactive map was the most frequently used function by visitors, followed by the exhibitor search.
Prominent guests
The presence on site of the Minister of Enterprise and Made in Italy, Adolfo Urso, and other government representatives (MAECI, Lombardy Region and the City of Milan) confirmed the value of the fair and Made in Italy for the national economy, according to the fair. The support of the ITA (Italian Trade Agency), a long-standing partner of MIDO and ANFAO, was decisive in inviting almost 200 buyers and journalists from 55 countries.
As with every edition, prominent guests would have transformed the MIDO stage into a real social event, including Pierfrancesco Favino, Alessandro Del Piero, Domenico Dolce, Alessandro Costacurta, Luis Figo and many others.
Projects and prizes
Inclusion was another key topic at the MIDO. The first results of the ‘Diversity & Inclusion’ project sponsored by ANFAO were presented. In recent years, this initiative has aimed to raise awareness among companies in the sector and promote a more inclusive culture. Last year, ANFAO and Milya organised local workshops to strengthen inclusion.
And last but not least, the MIDO Awards, which honour young designers, opticians, exhibitors and industry professionals who strive every day to improve themselves and their profession for the benefit of the entire supply chain. All award winners can be found on the official website mido.com.
The next edition of MIDO will take place from 31 January to 2 February 2026 in Fieramilano Rho.
