Viscom 2026 Charts A New Course For Visual Communication Through Value, Automation And New Skills


Milan, 4 November 2026 – The 37th edition of Viscom, the international exhibition dedicated to visual communication, has concluded in Milan, debuting its new Exhibition & Conference format at the Allianz MiCo Convention Centre. The refreshed venue and identity reflect the transformations underway across the industry, delivering two dynamic days that brought together 5,189 visitors and more than 90 exhibitors to explore the sector's emerging opportunities.

The 2026 edition offered a more streamlined and functional experience, with the exhibition area and Conference programme complementing one another at the heart of Milan. ‍ ‍ The stands provided valuable opportunities to meet and discover new technologies, while the conference sessions attracted strong attendance, confirming the community's appetite for the issues shaping the future of visual communication.

"Every industry must evolve to respond to market transformations, and trade exhibitions must also be able to interpret this change by renewing the ways in which people meet and exchange ideas," said Cecilia Montalbetti, Exhibition Manager of Viscom. "With this edition, we wanted to create a more focused experience, placing the quality of relationships, the practical value of content and networking opportunities at its heart. The two days confirmed Viscom's role as a key reference point for the visual community: a place to meet, stay up to date, share expertise and build new business opportunities. It is a path of evolution that we intend to continue developing together with companies and industry professionals."

A highlight of the event was the presentation of a first-of-its-kind study, "The visual communication ecosystem: scenarios, transformations and development priorities," commissioned exclusively by Viscom from The European House – Ambrosetti (TEHA Group). The research, for the first time, mapped the boundaries of a strategic industrial sector for Italy, generating approximately €23 billion in revenue and €7 billion in added value, and employing more than 84,000 people—ranking 19th among the country's manufacturing sectors. Between 2019 and 2024, the industry's value chain recorded solid growth of 19.9% in revenue, driven in particular by the responsiveness of micro-enterprises, which grew by 37% over the five-year period, twice the rate of large industrial companies (18%).

The report also revealed a production ecosystem still strongly focused on the domestic market, with 79% of revenue generated in Italy and 62% of companies planning to concentrate on home turf. At the same time, the sector faces real headwinds: 64% of operators cite uncertain demand as the main obstacle to growth, followed by investment costs and mounting difficulty recruiting qualified staff (both at 35%).

Crucially, the research delivered a clear message for the industry's future: to remain competitive, the value chain must move beyond a project-by-project approach and become a provider of integrated solutions, shifting focus from the physical product alone to a full platform of experiences and services. This is already shaping investment plans, with 54% of companies expecting to increase investment over the next three years—not primarily to expand production capacity, but to build "industrial packages" combining software, automation, artificial intelligence and new skills. Notably, 48% of companies identify solution customisation as their main direction for future development.

These findings set the stage for a roundtable discussion, moderated by journalist Irene Elisei, bringing together leading market players including Agfa, Bompan, Cabagaglio Packaging, Colorzenith, Durst, Newlab and Flyeralarm. The debate underscored the need to move beyond price-based competition and focus instead on added value and customer consultancy. Participants gave considerable attention to the impact of new technologies, agreeing that integrating artificial intelligence into workflows and accelerating automation are now essential to delivering the flexibility the market demands—developments that, in turn, call for new professional skills and differentiated offerings built on quality and excellence. The discussion also considered the prospects and implications of internationalisation for the Italian industry.

Complementing this strategic dialogue, the exhibition area at Allianz MiCo served as a functional and dynamic hub for the visual community. In a refreshed, compact and targeted setting, exhibitors showcased excellence in large-format printing, signage, digital signage, interior decoration, packaging and textile personalisation, giving professionals the chance to experience first-hand the innovations needed to bring the Conference's vision to life.                                                                                                      The next edition of Viscom will take place on 27–28 October 2027.

About Viscom Italia

Viscom Italia is the only fair in Europe that brings together the entire visual communication market.

Dedicated to technologies, applications, products and materials for visual communication and graphic arts, every year Viscom becomes the hub of applied creativity, where sustainable solutions, emerging trends and new inspirations meet.

Here, professionals from printing, decoration and installation, along with manufacturing industries from sectors such as fashion, automotive, and large-scale retail, as well as communication agencies, designers and creatives, discover solutions and inspirations to enhance and innovate brands and projects.


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