2026 Edition

Despite the complexity of the economic, historical, and geopolitical context, as well as factors surrounding the upcoming Winter Games, MIDO 2026 matched the figures of the previous edition, reaffirming its international centrality in the eyewear sector and its ability to strengthen its dual identity: on the one hand, an essential business event for professionals from around the world; on the other, a cultural and educational platform capable of offering content beyond the sector to interpret global changes and turn them into market opportunities.

There is also a growing focus on marketing and communication, increasingly strategic levers for enhancing brands and corporate identities, reaching new audiences, and building effective narratives that extend well beyond the stand.

Among the many new features: the restyling of the iconic Fashion Square in Pavilion 1; a new installation dedicated to DaTE in Pavilion 4; the exhibition The Lens of Time in Pavilion 6; in collaboration with YesMilano, the City Pass offering benefits and 10% discounted access to museums, transport, and attractions, along with city maps divided by district; a more detailed interactive map on the website and app; and the launch of the TikTok channel.

There were also distinguished guests, as well as the MIDO AWARDS, which honored optical centers, exhibitors, and industry professionals committed every day to improving the profession and the entire supply chain. All award winners are listed in the dedicated section.

Approximately 42,000 attendees, from more than 160 countries, and 1,200 exhibitors, of which approximately 930 international and 140 new entries, in 7 halls, across 8 exhibit areas.

Europe – with strong representation from Germany, France, and Spain – proved its significance. Particularly noteworthy were attendance numbers from Africa (Tunisia, Algeria, South Africa), the Middle East (Syria, Oman, Saudi Arabia), and Asia (South Korea, Singapore, Indonesia, India, China), confirming these emerging markets as an important, growing area for commercial development. Participation from North America remained stable, a positive signal given the current economic climate and ongoing tariff-related tensions. In contrast, attendance from Italy showed a slight decline, reflecting the impact of the current economic context on investment decisions by industry professionals in the domestic market.

In addition to visitors, MIDO 2026 recorded more than 16,000 exhibitor attendees. This figure reflects the event’s ability to comprehensively represent the entire eyewear supply chain – from manufacturing and materials to technologies, components, and accessories.

MIDO 2026 was widely covered by newspapers, television and radio, and across social media channels in Italy and abroad. More than 400 journalists were accredited, and the 2026 edition marked a new milestone for digital communication – also driven by the launch of MIDO’s TikTok account, which significantly boosted the event’s online visibility. Over the three exhibition days, more than 3.5 million people were reached across all platforms, representing an overall increase of approximately 35% compared to the previous edition.

The mido.com website recorded around 35,000 users, while the most used feature on the App was the interactive map, followed by the exhibitor search function.