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MIDO Eyewear Show Concludes at Fieramilano Rho

MIDO, the international eyewear trade show, hosted more than 1,200 exhibitors in the 7 pavilions of exhibit area and welcomed more than 40,000 attendees during the 3-day show, an 11% gain over last year. The upswing was equally distributed among Italian and international participants. The latter, specifically, came from 160 countries, from Asia to the United States and all of Europe.

“Prior to the show opening, we had hoped for an increase in visitors compared to last year. Thanks to everyone’s efforts and the industry’s trust in us each year, we achieved the ambitious goal we had set for ourselves. Throughout the exhibit area, we witnessed active sales and keen interest by buyers who were here thanks, in part, to our partnership with ITA (Italian Trade Agency), where Made in Italy is synonymous with quality, excellence and transparency. The presence of the entire supply chain ensured vitality and diversity of supply and demand, validating MIDO as the only industry show with this characteristic.”

Giovanni Vitaloni, MIDO President

Media Visibility


Visibility in traditional media (newspapers, radio, TV), social networks and digital platforms, in Italy and around the world, is also a measure of success for the eyewear show. This year, approximately 400 accredited journalists attended the show and published more than 150 articles, just during the 3 days of MIDO, in Italian, French, German, Argentine, British, American, Indian and Dutch media outlets, to name only a few.

Equally important was online activity by the many users interacting in real time with the show. The social channels reached 50% more people than last year, and the event’s content generated more than 2 million impressions. Interactions exceeded 250,000 and 25% more users downloaded the App, a considerable increase in rate of use, thanks also to the new tool for exhibitors that allowed them to log visitors to their stands.

MIDO Digital Edition

The MIDO 2024 | Digital Edition, with nearly 12,000 subscribers, saw an increase in showcase pages, up from 650 in 2023 to 845 this year, highlighting the extent to which exhibitors consider it increasingly advantageous to combine in-person participation with virtual activity.

Amid the MIDO aisles and stands, sealing deals and networking are the essential added value, the motor that each year drives many companies from all around the world to participate in the Milano trade show.

Certified Sustainable Eyewear Program

Sustainability was also in the spotlight with the presentation of the CSE: Certified Sustainable Eyewear program – voluntary international certification of product sustainability – registered and promoted by ANFAO. Time was also allotted to the current hot topic of inclusion with the conference on inclusive language in the Empowering Optical Women Leadership Program, during presentation of the results achieved at one year since the inception of the program that supports women in leadership positions in the eyewear industry, organized by ANFAO, sponsored by Fondazione Marisa Bellisario and supported by the Ente Bilaterale Occhialeria.

MIDO Awards

And, lastly, the MIDO AWARDS, an overriding point of interest on day two that honoured the optician’s centers, exhibitors and industry professionals who are committed every day, in various areas, to improving themselves and their profession, to the benefit of the entire supply chain. All of the award winners can be found :

The next date with MIDO will be from February 8 to 10, 2025 at Fieramilano Rho.

Click HERE for the full press release.

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