This year's Salone del Mobile – which opened last week against a backdrop of market turbulence – attracted 302,548 visitors, a figure in line with 2023's edition (which also incorporated the biennial Euroluce exhibition). Present were 2103 exhibitors from 37 countries.
Visitors from outside Italy accounted for 68% of the attendees – the highest-ever percentage of foreign professionals present, representing 151 countries.
China ranked first for country of origin, evidencing a slight drop compared to 2023. This was balanced out by the overall stability in European visitor numbers, says the fair organiser. Germany took second place, followed by Spain and Poland. The UK ranked 12th, accounting for 1.7% of the international visitors.
In the aftermath of the announcement of the US tariffs, the 2025 edition reflected opportunities from new business geographies – 350 major investors, buyers, retailers, contractors and media from 50 countries with 27 delegations from Asia and the Gulf countries attended the trade fair, thanks to the support of the Italian Trade Agency. Key markets driving the change of demand include the UAE, which doubled its attendance at Fiera Milano, and Saudi Arabia, while Japanese attendance rose from 20th to 13th place.
The number of students visiting was in line with 2024 and sharply up on 2023. On top of these were the 39,000 visitors to SaloneSatellite, which comprised 700 participants from 37 countries.
Maria Porro, president of the Salone del Mobile.Milano, says: “The 63rd edition of the Salone del Mobile was a beacon in a 2025 riddled with global challenges – it demonstrated strength and shared vision.
"The around 302,548 presences were testament to the centrality of the event in creating connections between over 2100 exhibitors from 37 countries and a community that has chosen Milan. The sector demonstrated yet again that quality and innovation in process and product are key ingredients in an increasingly challenging international competition.
"In line with expectations, Euroluce redefined the future of lighting design, creating a boost in competitivity between cutting-edge Italian companies – with over 80% of total turnover generated from abroad – and 45% of foreign companies, leading the sector.
"SaloneSatellite celebrated 700 emerging talents, opening up new reflections on the possible interactions between craftsmanship and industrial design. The Cultural Programme also hit the mark, creating new cultural bridges.
"Over the last few days we have tried to build new lines of thought, together with some of the most visionary protagonists of the contemporary. Now we look forward to 2026 with determination – new, great challenges await us next year. Our promise is to work on an even more inclusive format, with a focus on SMEs and on emerging markets. We will do this hand-in-hand with the industry, with the aim of turning difficulties into opportunities."
