Prowinter
and Scandinavian Village 10-12 January 2027
PROWINTER 2026: Why Bolzano is quietly becoming Europe’s winter sports meeting point
At first glance, Prowinter 2026 did not appear to be a trade show striving for superlatives. Sunday was quiet, almost subdued. Monday was extremely well attended and clearly the day when most of the business was done. Tuesday then unfolded at a steady pace rather than in a hectic rush. And when exhibitors were asked how they felt about the 26th edition of the winter and mountain sports trade show in Bolzano, one phrase kept coming up: “Just like the good old days.”
Those “good old days,” however, are not about size or spectacle. They are about relevance, time for conversation and a sense that the right people were in the room. With 5,400 admissions from 35 countries, 230 exhibitors representing around 400 brands, and a clearly internationalized profile, Prowinter 2026 underlined its growing role as a focused B2B hub for winter sports. And increasingly for outdoor business beyond skiing.
PROWINTER
Prowinter is an established B2B trade show for the winter sports, outdoor, and mountain industry held annually at the Fiera di Bolzano exhibition center in Italy. It functions as a key industry meeting point for manufacturers, retailers, rental operators, distributors and other professionals involved in winter sports and outdoor gear. The event focuses on presenting the latest products, technologies and business opportunities ahead of the upcoming winter season.
The fair combines exhibition space with networking, product testing and business exchange, offering attendees the opportunity to connect directly with decision-makers from across Europe. In recent editions the show has expanded its international reach, including dedicated zones such as the Scandinavian Village, and placed an increasing emphasis on sustainability, innovation, and cross-seasonal outdoor trends.
SCANDINAVIAN VILLAGE
The idea behind the Scandinavian Village is twofold. By exhibiting together, we create stronger visibility and make a bigger impact, attracting more buyers through a joint presence. At the same time, we benefit from collective negotiating power with trade show organizers and from shared solutions that help reduce costs, rather than each exhibitor ordering and paying individually.
In this way, the Scandinavian Village is designed to reduce overall exhibition costs, not add to them. The budget is calculated on a break-even basis. Our aim is that exhibiting brands cover approximately 50% of the total budget, while sponsoring partners (typically SOG ingredient brand partners) cover the remaining 50%. If costs are higher than expected, participants may be asked to contribute additional funds. If costs are lower than expected, any surplus will be returned.
WELCOME TO SCANDINAVIAN VILLAGE!
FEE AND PAYMENT - TERMS
• A registration fee of €295 for Prowinter will be invoiced by Messe Bozen at a later stage after the application has been submitted (non-refundable in case of cancellation)
• The first invoice will be issued in April and will cover 25% of the total stand area cost
• The second invoice from our side will be issued in September and will cover the remaining 75%
• You will also receive an invoice from the Scandinavian Outdoor Group for €1,000 for participation in the Scandinavian Village. If you are a member of SOG, a 25% discount applies, resulting in a participation fee of €750. Stand sizes below 16 sqm also qualify for a 25% discount.
For any questions regarding the Scandinavian Village, please contact Mr David Nordblad
We are teaming up with the Italian Outdoor Group and will share both the bar and some marketing efforts.
Fee includes:
• Scandinavian Bar: setup, catering, logistics, and staff. We’re once again working with the fantastic team we rely on for success - Caro and her warm, professional colleagues
• Security
• Promotional kit (email banner, invitation, etc.)
• Digital & social media marketing
• Project management & press exposure
CHANGES & CANCELLATIONS TIMES
The Scandinavian Village hall plan is complex and time-consuming to produce, and each square meter carries a cost. Any change therefore requires the entire layout to be reworked. For this reason, no refunds are possible once the hall plan has been finalized.
GOVERNING LAW
This agreement is governed by Swedish law. Where no specific law applies, international best practices will guide decisions.
CONTACT: Management Office
Helping you Grow International Business AB
Furubergsvägen 3, SE-429 41 Särö, Sweden
VAT no: SE556795797101
Contact person: Sophie Roswall
Email: sr@huginbiz.com
