Italy’s new B2B marine trade fair attracting ‘untapped component markets’
“I have never spoken with someone in the marine industry and they’ve said, ‘No, we don’t need it. We don’t need a B2B show’,” says Pier Paolo Ponchia, managing director of Easyfairs Italy, the company behind new B2B marine trade fair Seaquip. “There are obviously some sceptics, but everyone told me this type of show was lacking in the market and reception has been so positive.”
Seaquip – the Mediterranean Yacht and Marine Equipment Trade Fair will make its debut in Milan from 4-6 March 2026 and Ponchia believes there is a huge untapped potential for a specialised B2B trade show in Italy.
“We started analysing the nautical sector around January 2024 and noted that, while Italy is leading this market in terms of production, components and other materials, there were plenty of B2C events but not something really dedicated and specialised vertically on the B2B market in Italy,” Ponchia continues. “We want to launch an event that enables the European yachting market to meet in Italy, the country that leads the industry.”
In March 2025, the organiser reported that nearly 1,000sqm of exhibition space already sold for the March 2026 event.
Component companies to revel in their own show
Organised by Easyfairs, one of the world’s top 20 trade fair organisers, Seaquip is expected to attract over 150 exhibitors, bringing together shipyards, suppliers, and industry leaders.
“The main show in the B2C arena is boot Düsseldorf, and in the B2B sector it’s Metstrade – and they are great shows, huge shows for big companies and big players that can afford to be there and to show their muscle. Through our research, there are plenty of companies, at least in Italy, that are not participating in these events because they’re too big for them,” explains Ponchia. Then there are the costs involved with exhibiting at one of the larger boat shows such as boot Düsseldorf, Metstrade or Cannes.
“I believe that there is a huge market in Italy that is not participating in trade shows at all. Most companies try to show their products in B2C events, and, honestly, it’s very hard for them to get traction. If you are a small component manufacturer or a producer of highly technical parts, it’s hard to connect with your potential client base while you also have families and hobbyists wandering the show.”
Is the marine event market at saturation point?
Ponchia and his team believe there is a big chunk of the market that don’t exhibit at the larger shows. And, many Italian companies that would welcome a B2B marine trade fair in Italy.
“I also don’t see [other boat shows] as competitors, because our concept is B to B vertical. It’s only for professionals it’s not open to the public,” explains Ponchia.
“Obviously, there is Metstrade but I wouldn’t consider it a competitor because it’s a behemoth and we are in year one. If we become a competitor of Metstrade in the future it means that we have done a great job. Yeah, that’s my I hope, I hope to become a competitor of Metstrade.”
Seaquip has announced confirmed exhibitors including CMC Marine, Raymarine, Tecnimpianti, Indemar, Opac and Osculati. Ponchia expects large uptake from Italian companies and a broadly Mediterranean focus in the first years of the event. “We have spoken with Confindustria Nautica – The Italian Marine Industry Association [which supports the Genoa International Boat Show],” says Ponchia. “We are in good relations with them – they are not supporting our show right now, but neither are they against us.
“I actually believe that having a very strong B2B event in Italy could help the strongest B2C events in Italy as well. I hope that’s going to be a value chain and both would foster market growth.”
Utilising AI and new platforms
Easyfairs intends to tap into its network of events to bring new markets together at Seaquip.
“We organise many trade shows with exhibitors in luxury packaging, high-end furniture, fashion, jewellery and interior design. When we spoke with them about Seaquip, we found great interest from these other sectors. The crossover is clear – be it luxury furniture, interior design, lighting – and many companies already work with yacht builders. Seaquip thus becomes another place to network and to expand their business potential.”
Easyfairs will also bring expertise in AI, apps and event design from its other large-scale events to Seaquip. “Being part of a group like Easyfairs gives us the chance to pool expertise in design, new platforms, services, applications for registration and so on,” explains Ponchia.
“I hope that market will not view Seaquip as a threat but as an opportunity, as a tool for them to grow and to increase business. Because in my experience, a market as large as this one is used to having more than one dedicated show. I hope that the nautical market takes the opportunity to have another industry event that can help them to grow their sector and their companies.”
Milan – a strategic B2B location
The choice of Milan as the host city is strategic – aiming to offer convenient access for international professionals and investors from across Europe. “Milan is central and very easy to access for foreign attendees. My goal is to launch something really European,” says Ponchia.
The team says that Seaquip aims to support the growth of Italian, European and foreign marine business. And Ponchia is realistic regarding the success of existing shows.
“During the first year or years, I don’t really consider competitors because we are establishing ourselves in the nautical event space. In Italy, we currently have mostly B2C events with some small sections of an event dedicated to B2B. Most events currently are also dedicated for the end user.”
