Mido 2026, the international eyewear trade show, concluded at Fiera Milano Rho in Milan with attendance and exhibitor figures comparable to the previous edition in the lead-up to the Milan-Cortina 2026 Winter Games.
Eyecare Business was on the ground at Mido, diving into lively panel discussions and getting an up-close look at some of the latest eyewear collections making their debut across the industry. Highlights include the Mido Awards, the Sergio Cereda Eyewear Design Awards, and eyewear and consumer trends shaping the “Antidote to Suffering” narrative forecasted for 2027. Click here for some moments from the show floor.
According to organizers, the event drew approximately 42,000 attendees from more than 160 countries and featured about 1,200 exhibitors, including roughly 930 international companies, across 7 halls and 8 exhibition areas. More than 16,000 exhibitor representatives attended, reflecting participation across the full eyewear supply chain, from materials and manufacturing to components, technologies, and accessories.
Europe remained the largest source of visitors, with strong representation from Germany, France, and Spain. Organizers also reported increased participation from Africa, the Middle East, and parts of Asia, including South Korea, Singapore, India, and China. Attendance from North America remained stable, while participation from Italy declined slightly, which organizers attributed to domestic economic conditions.
“Mido continues to demonstrate its ability to maintain and strengthen its 2 defining identities: On one hand, an essential industry event for professionals from all over the world—a place to do business, discover new products and build strategic relationships throughout the year—on the other, a cultural and educational event capable of offering cross-sector content, encouraging reflection on how the world is evolving, connecting these changes to the eyewear industry, and inspiring ideas to address and overcome market challenges,” said President of Mido and the Italian Optical Manufacturers Association Lorraine Berton.
Mido 2026 received broad media coverage, with more than 400 Italian and international journalists accredited. Digital engagement increased year over year, with organizers reporting a reach of more than 3.5 million people across social and digital platforms, up approximately 35% compared with the previous edition. The event website recorded about 35,000 users, and the most-used app features included the interactive map and exhibitor search. A total of 40 sessions from The Vision Stage were streamed in Italian and English during the 3-day event.
The Vision Stage programming addressed global economic and geopolitical topics alongside industry-specific issues, including sustainability, inclusion, consumer behavior, and eye health. Cultural programming connected the show to the upcoming Winter Olympics, featuring athletes and sports figures and the opening of “The Lens of Time” exhibition, which will continue in Rome and Mestre later in 2026.