Made In Italy, Built For The Sky: How ITA Is Elevating Global Presence At The Airport Show In Dubai

At the Airport Show 2025 in Dubai, Valerio Soldani, Italian Trade Commissioner to the UAE and Oman, spoke passionately about Italy's commanding presence, with 25 companies forming the largest national pavilion at the event. And with good reason — the country continues to deliver groundbreaking innovations and technological excellence to the world.

Taking place at Dubai World Trade Centre until May 8, the Italian Pavilion showcased cutting-edge, sustainable solutions for the aviation sector, reflecting the deepening trade ties between Italy and the UAE. Soldani, Director of the Italian Trade Agency (ITA) Dubai Office, highlighted the innovative contributions of Italian firms and their strategic focus on the UAE as a gateway to the MENA region.

Soldani emphasized the robust Italy-UAE trade relationship, noting that 2024 marked a record year with €7.8 billion in Italian exports to the UAE, a 19.4% surge from the previous year — double the growth pace of 2023.

"This is our top export destination in the MENA region," he said, citing early 2025 data that signals continued momentum. The "4Fs" of Made in Italy — food, fashion, furniture, and factory — drive this success, with technology exports alone reaching €1.5 billion. Soldani also said that he sees vast potential for further growth, particularly in high-impact sectors like aviation infrastructure.

The Italian Pavilion features a diverse mix of multinational giants and SMEs, offering solutions spanning the entire airport lifecycle — from construction to baggage handling, security, and passenger experience. Soldani spotlighted their sustainability edge, such as a flooring company's patented eco-friendly materials and Leonardo's morphing identification technology, already deployed at the Frankfurt Airport.

"These Italian innovations enhance efficiency and minimize waste," he explained, noting their alignment with global demands for greener aviation solutions. With €141 billion in regional airport investments and 60% of global air traffic projected to originate from Asia and the Middle East in the next decade, Italian firms are poised to meet this surge with scalable, tech-driven offerings.

Globally, Italy is synonymous with luxury, blending timeless craftsmanship with bold innovation. Exquisite leather goods and iconic architecture reflect a heritage of excellence, making Italy the epitome of sophistication and refined taste. Taking this excellence even to the aviation sector, Soldani underscored Italy's unique value proposition: a blend of technological prowess and design excellence.

Companies providing interior solutions elevate the airport experience, making spaces like Dubai and Abu Dhabi hubs feel luxurious rather than like a 'vanilla' airport. "It's about quality and style," he said, emphasising how Italian craftsmanship transforms airports into welcoming gateways.

Beyond Dubai, Italian firms are engaging with projects across the GCC, including Ras Al Khaimah, Sharjah, and Abu Dhabi, where ITA facilitated visits to explore opportunities. Delegations from Egypt, Ethiopia, and Tanzania also met with Italian exhibitors, highlighting Dubai's role as a regional business hub.

What sets Italian companies apart? Soldani pointed to their ecosystem-driven approach, citing a video screen manufacturer whose damage-resistant, large-format displays outshine competitors. Sustainability is another differentiator, with 38% of Italy's industrial energy sourced from renewables and a focus on circular economy practices.

Digital innovation, particularly AI, is transforming baggage handling and security, addressing the projected 25 billion global air passengers in the next two decades. "Technology is the fastest way to tackle sustainability and demand challenges," Soldani asserted, noting that ready-to-deploy solutions give Italy a competitive edge.

When asked about other efforts, Soldani reiterated that the ITA from its Rome headquarters supports these companies beyond trade shows through market access programmes, distributor connections, and investment facilitation with entities like Dubai Chamber of Commerce.

Soldani highlighted upcoming initiatives, including jewelry sector promotions and retailer partnerships with brands like Level Shoes to showcase emerging Italian labels. For Italian firms entering the UAE, he sees opportunities in the 24 Comprehensive Economic Partnership Agreements, positioning it as a springboard to Asian markets. However, challenges lie in the go-to-market phase, where ITA's training programmes help SMEs navigate competition and refine strategies.

Soldani's vision is clear: Italy's blend of innovation, sustainability, and design will shape the future of global aviation, with the UAE as a pivotal partner. As he concluded, "We're here to turn challenges into opportunities, delivering solutions that soar."