Since COVID, major trade shows like Mido show, Silmo Paris, and the Hong Kong Optical Fair have technically “come back.” Mido 2025, for example, reported more than 42,000 attendees and 1,200 exhibitors up 9% from last year.

But for many brands and manufacturers, those numbers tell only one side of the story.

“Yes, attendance looks fine, but the number of real buyers is down. Orders are harder to finalize, and costs keep increasing.”

This difference between what the stats show and what’s actually happening at the fair is something we need to look at and deal with.

The Real Story Behind the Market’s “Comeback”

Global eyewear is still growing, but the pace has slowed, and many consumers are either trading down or expecting better value for their money.

In Italy, production in 2024 went up slightly, but exports fell, which points to weaker demand from international markets.

 

 

 

 

 

 

 

 

 

 

 

 

And if you look at places like Hong Kong, you can see that people are still spending less on non-essential items.

There’s a sense of a ‘comeback,’ but the real intent and willingness to place orders at the fair isn’t as confident as it looks.

Why Trade Shows Aren’t What They Used to Be

When you look at what’s happening economically, politically, and socially, it becomes clearer why trade shows don’t feel as strong as they used to.

On the economic side, people care more about value now. Mid-priced and practical eyewear like blue-light, myopia-control, or sports styles sells better than pieces that are purely about fashion.

On the political and regulatory side, tariffs, sustainability standards, and compliance checks are adding extra cost and complexity. Buyers want more than a nice design and a good price they need to feel confident they won’t run into problems later.

And on the social and digital side, most buyers already do their homework online. They’ve checked out suppliers before they even get to the show. Trade fairs aren’t the first place to find new brands anymore they’re mainly for confirming choices and building relationships.

So even though the halls look busy again, the demand isn’t as strong and buyers aren’t as quick to place orders on the spot as they used to be.

How to Actually Use Trade Shows, Not Just Show Up

To get real value from trade shows, brands need to rethink why they’re there whether it’s for new leads or visibility and focus on a few key global and regional events instead of trying to be everywhere.

Treat each show as a (3-3-3 plan) spend the three months before targeting buyers and booking meetings, use the three days at the show to create content and engage visitors, and spend the three months after following up consistently.

Shift from just selling frames to offering real solutions like collection planning, pricing, MOQs, and lead times and make sure your offline presence connects with your online one through a simple digital showroom, QR codes, and steady posts before, during, and after the show.

Where This Leaves Us

Trade shows aren’t the starting point or the finish line anymore. They’re just one part of a bigger system that includes clear product decisions, a reliable supply chain, and steady digital communication.

Brands that understand this shift and adjust how they work will still gain a lot from Mido show, Silmo Paris, and Hong Kong optical fair not because the shows guarantee business on their own, but because they support a strategy that’s already strong.