I – The PTE Promotion Trade Exhibition was staged in Pavilion 7 of the Fiera Milano (Rho) from January 21-23, 2026. The trade show for haptic advertising and textiles – in Southern European countries the two segments are traditionally segregated – exclusively addresses trade visitors, who can prove their identity as industry professionals. For several years, the organiser has been the Milan Exhibition Centre itself.
As in the previous year, the Custom X was staged in the lobby of the event. 15 suppliers of individualisation
and personalisation technologies exhibited here – a different colour scheme differentiated this section from the PTE. These were mainly diverse printing techniques such as digital printing and screen printing, but embroidery machines were also demonstrated in operation.
According to official accounts, in total around 130 suppliers of haptic advertising exhibited at the PTE itself – which was identifiable by the orange-coloured flooring – at in some cases impressive, CI-compatible booths. Textiles made up a large amount of the items exhibited, however the trade visitors were also given an overview of the general offer of promotional products. The trade show appeared to be slightly smaller compared to the previous year, the rear section of the hall was indeed sectioned off and not used as exhibition space.
The exact attendance figure was not available at the time of going to press, but according to the initial impression above all visitors from Italy took the opportunity to inform themselves about classic items and novelties and to engage in a mutual exchange. The exhibitors comprised of internationally operating importers and specialists, who not only originated from Italy, but also from Spain, Germany and Eastern Europe for instance. In spite of the freezing temperatures outdoors, a pleasant atmosphere and positive overall mood prevailed.
The organisers had hoped that the two co-located trade shows “Milano Home” and “Quick & More”, which were staged in adjacent exhibition halls from January 22-25, 2026, would create additional synergies.
The PTE was accompanied by a seminar and lecture programme. Furthermore, several textile suppliers organised fashion shows several times a day, where models presented new styles in a choreographed show.
The next edition of the PTE is scheduled to take place from January 20-22, 2027, at the Fiera Milano (Rho) once again.
// Michael Scherer
www.promotiontradeexhibition.it/en
Photos: Michael Scherer, © WA Media
