Scheduled from January 21 to 23 at Fiera Milano (Hall 7), PTE 2026 – Promotion Trade Exhibition is Italy’s leading event dedicated to promotional items, gifts, promotional textiles, and customization technologies. This year’s event promises to be even more impressive, given the significant presence of brands, up 10% compared to 2025. In fact, there will be around 150 exhibitors, 37% of whom are foreign, coming from Poland, France, and Spain (for a total of 14 countries represented).
This year, the fair will also offer some new experiential formats to raise awareness of the sector and enhance the promotional activities of companies.
Many companies have returned to PTE 2026 after a few years of absence, a sign that underlines the appeal of this annual event organized by Fiera Milano. However, there are also companies that will be present for the first time, highlighting the exhibition’s ability to renew itself and respond to the needs of a changing market.
New trends on display
The gadget and personalized promotional items sector is undergoing a transformation, moving away from standardized gadgets in favor of increasingly distinctive products that express the brand’s identity by accompanying users with discretion, intelligence, and irony.
As a result, the number and variety of ‘gadgetizable’ contexts are growing, allowing brands to tell their story and be remembered at all times through useful solutions—torches, umbrellas, pencil cases, backpacks—and tools for those who work (diaries, pens, customizable memo pads, calendars, power banks). PTE 2026 also features delicacies from the world of food and beverage (miniature wines and liqueurs, printable cookies, preserves, and typical products).
In addition to their usefulness, the value of promotional items is linked to important values such as the sustainability of materials and processes and durability over time. Not to mention a high degree of customization.
Focus on customization, including technologies, events, and training
Customization is at the heart of Custom X, the area dedicated to applications for customizing products and gadgets. Through innovative solutions, successful applications, and opportunities for professionals and brand owners to exchange ideas, this space will allow visitors to discover original promotional strategies through the production of customized items.
The opportunities offered by CustomX will be further enhanced by the simultaneous holding of PTE 2026 – Promotion Trade Exhibition with Brand Power https://www.promotiontradeexhibition.it/ -, the only event in Italy that connects award suppliers and brands with industry marketing, distribution, and services, to be held within Milano Home.
There will also be training opportunities in the Custom X Arena area, where experts and technicians will share their know-how.
In addition, the Custom X Exchange format will debut for the first time in the Custom X Arena. Here, every day at 12:00 p.m., three industry experts will be available to the public to answer questions, share experiences, and tackle market challenges together.