Good results and general satisfaction for for Salone del Mobile.Milano 2025, although a hugely uncertain global context. Compared with 2023, the latest year of the biennial Euroluce, the event consolidated the achieved results.
The 2025 edition of the Salone del Mobile – which opened against a backdrop of strong market turbulence – notched up 302,548 presences and 2,103 exhibitors from 37 countries. Foreign professionals accounted for 68% of attendees. Complementing it was a Cultural Programme, which generated new visions of the future, beyond the challenges.
The initial results of the Survey conducted by Native Strategy for the fourth consecutive year (sample group of 475 exhibitors) showed that all indicators were stable. The visitor satisfaction index stood at 88%, while the exhibitors' intention to return index stood at 94%.
«The 63rd edition of the Salone del Mobile – commented Maria Porro, President of the Event – 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 2,100 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».
Important foreign presence Salone del Mobile.Milano
Among the top 10 foreign countries by provenance China confirmed in first place, evidencing a slight drop compared to 2023, which becomes net compared to the 2024 attendance figures, the sign of an economy that is facing internal and external structural challenges. This figure was balanced out by the overall stability in European professional numbers, in line with the export value of the Italian furnishing macrosystem to the world's leading single market (around 10 billion euros in 2024, 51% of the total).
The second country were Germany, seeing strong growth, followed by two of the best performing 2024 furniture macrosystem export markets, Spain (5,423 professionals; exports +4.1%) and Poland (5,325 professionals; exports +9.1%). They were followed by Brazil, Russia, France, the United States, India and Switzerland.
Central Asia and the Gulf States
The 2025 edition of the Salone saw also partecipants from Central Asia and the Gulf States. In fact 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 ITA – Italian Trade Agency.
Key markets driving the change of demand include the United Arab Emirates, which doubled its attendance at Fiera Milano, Rho in 2025 (1,801 professionals) and Saudi Arabia, with which the Salone signed an initial Memorandum in January for the realisation of new projects in the design field. Finally, Japanese attendance rose from 20th to 13th place, in line with the positive trend of exports in the furnishing macrosystem in 2024 (2,712 operators; exports +2.7%). Also in the Central Asian area, South Korea is holding firm.
