INNOVATIVE STRATEGIES AND CONCRETE COMMITMENT TO SUSTAINABILITY IN THE TRADE FAIR INDUSTRY
In 2024, Bolzano Exhibition Center began a collaboration with the Terra Institute to initiate a structured sustainability process, which culminated in EarthCheck certification in 2025.
As an organizer of trade fairs and events, Bolzano Exhibition Center has actively committed itself to making sustainability a strategic priority. It hosts leading trade fairs in Italy, such as Klimahouse, and specifically promotes responsible products and sustainable practices.
The company’s internal Green Team for Sustainability, led by Massimiliano Cudin, was involved in the project. He was supported by Verena Lanbacher, Verena Festi, and other colleagues with the aim of developing a concrete and implementable sustainability strategy.
KEY FACTS Bolzano Exhibition Center
Project: EarthCheck certification
Terra customer from 2024 to July 2025
Head office in Bolzano, Italy
CHALLENGES DURING THE PROJECT
The first major challenge was to develop a strategy that would meet the high requirements of EarthCheck certification. A total of 20 topics were addressed, requiring cross-departmental and demanding measures.
One of the greatest difficulties was waste disposal during the setup and dismantling of trade fairs—an area that depends heavily on the behavior of exhibitors. The Bolzano Exhibition Center has already implemented a number of innovative measures, including the removal of carpeting in the exhibition halls, the digitization of signage, sustainable lighting, and a green roof with a beehive above the offices. In addition, one of the largest photovoltaic systems in the province has been installed on the roof of the visitor car park, supplying electricity to the exhibition grounds, the power grid, and one of the most important charging stations for electric vehicles in the region.
Another challenge was to actively involve exhibitors and motivate them to use reusable stand systems and circular solutions. It was also necessary to fundamentally restructure internal processes—from planning and purchasing to implementation—in order to align them consistently with sustainability goals.
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RESULTS ACHIEVED
The first year brought significant results both in terms of awareness and data collection. Messe Bozen created a detailed benchmark of environmental impacts for the period 2023–2024, serving as a basis to monitor the effectiveness of the current sustainability strategy. Among other things, it was found that the water consumption per visitor was higher than expected—an outcome that led the organization to develop a targeted strategy to reduce water usage. In the area of energy consumption, Messe Bozen already acts as a role model and will consistently continue on this path.
Furthermore, the project has led to an internal cultural and operational change: It sharpened awareness of the actual impacts of management decisions and fostered a shared vision aimed at continuous improvement and sustainable leadership strength in the trade fair sector.
THE PATH TO SUSTAINABILITY – THOMAS MUR, DIRECTOR OF THE BOLZANO TRADE FAIR, ON THE PROJECT
“We have opted for an ambitious certification that spurs us on to improve every day. For us, sustainability is not only a responsibility towards future generations, but also a driver of innovation and a strategic lever for our business.”
TERRA INSTITUTE CONSULTANT AND PROJECT MANAGER RENATA RIZZO
After a long career in multinational companies in various sectors, from tourism to the food and beverage industry, as Senior Director of Marketing and Product Innovation, Renata decided to fully dedicate herself to supporting companies and local communities in defining the most suitable sustainability path for them. She also makes her diverse experiences available to hospitality areas and companies to develop strategies, actions, and communication, supporting the measurement of the carbon footprint and Earthcheck certification processes. In the United States, she obtained the Success Coach Certification and accompanies groups and leaders on their awareness and development journey.
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