MIDO 2025: Number of visitors up 9 % on the previous year

More than 42,000 visitors from 168 countries and 1,200 exhibitors, around 930 of them international, in 8 exhibition areas in 7 pavilions.

There was a significant increase in visitor numbers from Europe (+9 %), particularly from Germany and neighboring countries (including Eastern Europe). The remarkable growth from Africa was driven by countries bordering the Mediterranean such as Egypt, Tunisia, Algeria and Morocco. Visitor numbers from South America also increased thanks to the participation of Brazil, Argentina and Venezuela, while the Middle East saw an increase of 11 % from the United Arab Emirates and 40 % from Israel. These figures confirm once again that the Milan show 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.

In addition to the visitors, MIDO 2025 recorded more than 16,000 exhibitors over the three days, from stand personnel to company employees, agents, representatives and distributors. This data underlines the appeal of the show, which this year perhaps more than ever confirms its position as the undisputed market leader.

"This edition was all about business, networking and new ideas," commented Lorraine Berton, President of MIDO and ANFAO (Italian Optical Manufacturers Association), the day after the show closed. "You could feel the energy in the air all three days - there was a real spirit of optimism among the exhibitors, buyers, opticians and all the industry professionals who attended. We wanted to create as many opportunities as possible to network, 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 and reinforced the strong sense of community and shared passion for the future."

MIDO 2025 was covered worldwide in newspapers, on TV, on radio and on social networks. More than 500 accredited journalists were on site (+25 % compared to 2024), along with more than 300,000 user interactions (+20 % compared to 2024) on the event's main channels. The content created by MIDO was viewed more than 3 million times (+50 % compared to the previous year) The number of subscribers on each social profile also increased, with Instagram recording an increase of 12 %, underlining the close connection between the international eyewear trade fair and its digital community. Almost 350,000 users visited the website, while the app's interactive map was the most frequently used function by visitors, followed by the exhibitor search.

The presence on site of the Minister of Enterprise and Made in Italy, Adolfo Urso, and other government representatives (MAECI, Lombardy Region and City of Milan) confirmed the value of the fair and Made in Italy for the national economy. The support of ITA (Italian Trade Agency), a long-standing partner of MIDO and ANFAO, was crucial in inviting almost 200 buyers and journalists from 55 countries.

As with every edition, prominent guests transformed the MIDO stage into a real social event. They included Pierfrancesco Favino, Alessandro Del Piero, Domenico Dolce, Alessandro Costacurta, Luis Figo and many more.

Inclusion was another key topic at the MIDO. The first results of the ANFAO-funded "Diversity & Inclusion" project 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 organized local workshops to strengthen inclusion.

MIDO Awards 2025

And last but not least, the MIDO Awards, which recognize 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 January 31 to February 2, 2026 in Fieramilano Rho.

Source: www.mido.com