Fiere di Parma. Results beyond all expectations.

RECORD NUMBERS OF SALONE DEL CAMPER 2023

2023 proves to be a record-breaking edition: over 100,000 visitors, brands growth (400), increase of the area occupied by recreational vehicles (+20%), increase in the number of vehicles open to viewing in the 5 pavilions (over 600), increase in the number of Italian regions in the Routes and Destinations section.

Minister of Tourism Santanchè’s commitment to camper van parking areas and VAT reduction to 4% for recreational vehicles equipped for the disabled.

VanLife: vans drive growth of the camper lifestyle.

The 14th edition of Salone del Camper, organized in the pavilions of Fiere di Parma, has closed.  It was an extraordinary edition both in terms of the number of brands, 400, and of the area occupied by recreational vehicles, a 20% increase compared to the previous edition. The number of visitors exceeded 100,000; over 600 vehicles, some of them being shown for the very first time on the Italian market, were presented and viewed in the 5 pavilions.

This edition involved a greater number of families with children, who visited the show with the belief that purchasing a recreational vehicle meets their need of enjoying a free, safe, and inclusive vacation,  one that suits adults and children, sports lovers and couch potatoes, stationary and touring tourists, high and low spenders, gourmets and frugal shoppers.

“Salone del Camper 2023” – said Antonio Cellie, CEO of Fiere di Parma – “confirmed the positive trend in industry and tourism. Technological evolution, as shown by the many interesting innovations presented by the trade show exhibitors, promotes the sustainable enjoyment of this type of vacation, which contributes to the desirable deseasonalization and delocalization of our country’s tourism offer.”

The camper van sector is a key driver of the recovery of international tourism, as confirmed by the research presented at Salone del Camper by MET, the Master’s programme in Tourism Economics and Management at the Bocconi University in Milan. As in July 2023 the Daily Telegraph declared Italy the best European tourist destination in this sector, it must be assumed that our country can lead this trend, both in terms of vehicle production and destination promotion.

“Campering – said Gloria Oppici, Brand Manager of Salone del Camper – is the celebration of a revitalizing, safe holiday without restrictions, one that prioritizes proximity tourism, experiential travel and the promotion of local gastronomy and culture. The luxury of a vacation in a camper van or a caravan is the luxury of freedom.”

An example of the growth in outdoor tourism is the surge in van rentals, which, according to Yescapa data, have increased by 143% compared to 2019 (a fact that is considered a useful parameter).  Vans and VanLife are the symbol of a new generation of travellers, especially young people, who wander all over Europe off the beaten track to discover the world and also themselves.

The presence of the Minister of Tourism Daniela Santanchè highlighted the importance for the Italian economy of this sector, a driving force and complementary component of the promotion of Made in Italy products.  “Italy’s challenge – declared Minister Santanchè at the opening of Salone del Camper, – is to make tourism the leading industrial enterprise, aiming also at deseasonalization. The government is determined to support entrepreneurs in this sector – the Minister concluded – and our commitment will focus on the provision and redevelopment of parking areas, as well as on a 4% VAT reduction for the purchase of camper vans equipped for the disabled, as proposed by the Honourable MP Michelotti”.

Another record of the 2023 edition of Salone del Camper was the presence of 8 Italian regions: Tuscany, Calabria, Marche, Sicily, Abruzzo, Molise, Friuli Venezia Giulia and Emilia Romagna. In addition to 2 foreign countries: Croatia and Slovenia, with the latter taking part for the first time in a B2C trade show. Yet another record were the more than 70 events hosted in the pavilions, including presentations, talks, and meetings.

“Ours  –  pointed out Gloria Oppici, Brand Manager of Salone del Camper –  is an automotive show, but also the only real happening for tourists who enjoy travelling holidays and the luxury of freedom. We are pleased that there is the political commitment to promote camper van parking areas and incentives for the purchase of recreational vehicles for people with disabilities: this means that the sector is being given the consideration it deserves.”

“The Associazione Produttori Camper (Camper Van Manufacturers Association), co-organizer of Salone del Camper together with Fiere di Parma, is very pleased with this success –  Simone Niccolai, President of APC, said in closing.  –  This shows that camper vans are becoming an increasingly popular way in Italy to enjoy one’s free time in all seasons and in total comfort.  And not just for vacations.”

The numbers of Salone del Camper 2023

Visitors: over 100,000

Brands: 400

Exhibition space: 110,000 sqm (+20%)

Vehicles on display open to viewing: 600

Pavilions: 5

Days: 9

Events: 70

Sectors: 4 (Campers and Caravans, Camping accessories, Routes and Destinations, Shopping)

Participating Italian regions: 8 (Emilia Romagna, Tuscany, Calabria, Marche, Sicily, Abruzzo, Molise, Friuli Venezia Giulia) + 2 foreign countries: 2 (Croatia and Slovenia, the latter participating for the first time in a B2C fair)

Accredited journalists, bloggers, YouTubers: 520 (+12%)

Social Media Platforms: 4 Instagram, Facebook, LinkedIn, X

Published articles: 1280 (+36%)

Coverage (total number of people reached):  Facebook 1,722,104, Instagram 293,461

14-22 September 2024: see you at the next Salone del Camper

Salone del Camper has already set the next date for business operators, lovers of travelling tourism, and their families: we look forward to seeing you at the 15th edition on 14-22 September 2024.

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Salone del Camper in Parma is the most important exhibition dedicated to caravanning and outdoor tourism in Italy. Every year sees the participation of the leading European manufacturers of recreational vehicles and the most famous brands of components, accessories and camping equipment. An unmissable event for outdoor holiday and camper van lifestyle enthusiasts, the second most important one in Europe, with over 100,000 visitors and an ever-increasing number of exhibition square meters and participating companies.

Fiere di Parma is a 400,000 square-meter exhibition district located at the centre of the great manufacturing hub of Northern and Central Italy.