10–12 January 2027 | Bolzano, Italy

REGISTER NOW to secure your preferred stand location at the best rate

Extended Early Bird registration deadline until April 10 due to the Easter holidays

Prowinter 10–12 January 2027 | Bolzano, Italy – secure your space today

Welcome to Prowinter! Prowinter in Bolzano has taken over from Munich as the leading business event for the snowsports industry, with a growing number of outdoor companies now also participating. It is the key business event to meet mountain resort retailers, agents and distributors.

• Dates: 10–12 January 2027
• Venue: Fiera Bolzano, Bolzano, Italy
• Format: B2B exhibition + ski testing days

Extended Early Bird registration deadline until April 10 due to the Easter holidays. Secure preferred placement and get the m2 prices of 2026 until March 31. REGISTER NOW to secure your preferred stand location at the best rate.

About Prowinter

Prowinter, launched in 2001, is an established B2B trade show for the winter sports, outdoor, and mountain industries, held annually in Bolzano, South Tyrol, in northern Italy. Originally a domestic event, it has significantly expanded its international reach following the shift of ISPO Munich from February to November, and is now the largest winter sports trade show in Europe.

Prowinter is an extremely cost-efficient show, compared to other shows. Max. stand size is limited and the stand concept is based on cost-effecient pre-built stands with individual decorations.

Why exhibit at Prowinter?

• 400+ brands, 5,400 retail buyers from 35 countries
• Right timing for pre-orders & range planning
• Cost-efficient
• Focused on pre-order meetings
• Agent & Distributor match-making programs

Join Scandinavian Village

The idea behind the Scandinavian Village
When exhibiting together, we create a bigger impact and attract more buyers. At the same time, we benefit from collective strength when negotiating with trade show organizers for better stand locations, as well as from shared solutions that help reduce costs.

The Scandinavian Village concept was launched in 2001 and has since become a hotspot at major trade shows around the world. It is organized by the Scandinavian Outdoor Group.

Scandinavian Bar
The heart of the Scandinavian Village is the Scandinavian Bar – a natural hotspot for mingling and networking. Our bar team serves Scandinavian treats and drinks such as salmon, knäckebröd with Scandinavian cheese, blueberries, rosehip soup and elderberry vitamin shots, all with friendly smiles. When all brands share the costs, it becomes both better and more cost-efficient than individual catering at each stand.

At Prowinter, we team up with the Italian Outdoor Group and together have launched the ScandItalian Bar – adding Prosecco, an espresso bar, Italian cheeses, ham and salami to the menu. It was one of the highlights of Prowinter 2026. Together we attract even more buyers while further reducing costs.

To join the Scandinavian Village and the ScandItalian Bar, an additional participation fee of €1,000 applies. Members of the Scandinavian Outdoor Group and exhibitors with stands below 16 m² receive a 25% discount (€750). The fee also includes a marketing package designed to reach all trade show visitors through digital marketing, trade show newsletters and the big screens across the fairgrounds. All collective costs are calculated on a break-even basis.

How to get there

Fly with SkyAlps directly to Bozen/Bolzano

SkyAlps operates direct flights to Bozen/Bolzano, which can be a convenient option for travelling to Prowinter.

The Winter 2026/27 flight schedule is expected to be published around late April 2026, after which flights can be booked.

We are also exploring potential group travel conditions for Prowinter participants. Subject to confirmation, this may include benefits such as flexible name changes and ski equipment transport.

Direct flights are typically available from selected Northern European destinations such as Copenhagen and Billund, with additional options and special flights depending on demand and seat availability. More details will be shared as soon as the official schedule is released.

You also can fly directly to Innsbruck, Munich, Milano or Venice and go to Bolzano by car or train.

 

Fees & payment terms

Prowinter 2027 Stand Space Fees

A participation fee of €315 will be invoiced by Messe Bozen after the application has been submitted (non-refundable in case of cancellation).

Stand space fees are as follows:
• €87/m² for stand space 0–60 m² (after Early Bird deadline March 31, 2026)
• €48/m² for stand space 61–199 m²
• €16/m² for stand space 200 m² and above

All fees are listed excluding VAT.

The stand space cost (floor area) will be invoiced by Huginbiz® in two installments: 25% in April 2026 and the remaining 75% in October 2026.

Most exhibitors choose one of the pre-built stand options offered by Prowinter. These are available in three versions – Basic, Medium, and Premium. The cost for the stand build will be invoiced directly by the Prowinter team. You can view the different stand options here:
https://www.fierabolzano.it/en/prowinter/exhibit-now

Exhibitors who wish to join the Scandinavian Village and the ScandItalian Bar pay an additional participation fee of €1,000. Members of the Scandinavian Outdoor Group receive a 25% discount (€750). Stands below 16 m² also qualify for a 25% discount.

This fee includes:
• Scandinavian Bar: setup, catering, logistics, and staff
• Security
• Promotional kit (email banners, invitations, etc.)
• Digital and social media marketing
• Project management and press exposure

The Scandinavian Village is organized in cooperation with the Italian Outdoor Group, and both groups will share the bar area and parts of the marketing activities.

For any questions regarding the Scandinavian Village, please contact Mr David Nordblad

Contact

Contact person: Sophie Roswall, Project Mgr
Email: sr@huginbiz.com
Phone: +46(0)31–209 910 

Helping you Grow International Business AB
Furubergsvägen 3, SE-429 41 Särö, Sweden

Prowinter was really good – many new faces and new connections – and it exceeded our expectations. We gained new leads that resulted in new orders after the fair.

/ Finn Schottenius, CEO Colourwear
Prowinter gave us at ICEBUG valuable meetings, strong visibility, and a sense of team spirit together with other Scandinavian brands that want to do business and grow sustainably in Europe. It’s a perfect platform to strengthen our brand — a professional trade show with close contact to customers and close contact with colleagues in the industry.

/ Linda Svensson, Export Account Manager, ICEBUG
A major trade show for the industry, yet small and easy when it comes to practicalities. As an exhibitor, everything feels personal and straightforward. For visitors too, it’s a pleasant and efficient fair—you quickly get a clear overview and meet only relevant exhibitors.

/ Jonas Rampe, Sales Director Canada Snow

Webinar: How to Maximise Your ROI at Prowinter (21 April, 3–4 pm CEST)

Join our exhibitor webinar on 21 April for practical guidance on the show, visitor profile, stand placement, invitation strategy and logistics – so you can maximise ROI at Prowinter. Please remember to add the webinar to your calendar!

Webinar 21 April

SCANDINAVIAN VILLAGE & SCANDITALIAN BAR

Welcome to the Scandinavian Village – a shared exhibition space where Nordic brands stand out together and connect with international buyers. Spaces are limited, so secure your place early.

What's included

• ScandItalian Bar (setup, catering, staff)
• Security
• Promo kit + digital 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.

This agreement is governed by Swedish law. Where no specific law applies, international best practices will guide decisions.

Contact

Helping you Grow International Business AB
Furubergsvägen 3, SE-429 41 Särö, Sweden
VAT no: SE556795797101

Contact person: Sophie Roswall
Email: sr@huginbiz.com

Cost overview and example: exhibiting at Prowinter 2027

Stand space (floor area)
The stand space fee is €85/m² until March 31, and €87/m² thereafter. The minimum stand size is 9 m² (3 × 3 m).

Pre-built stand (optional)
If you prefer a pre-built stand, Prowinter offers three options. This is typically both more cost-efficient and less work than transporting and building your own stand—around 95% of exhibitors choose a pre-built solution. The alternatives are: Basic (€75/m²), Medium (€82/m²), and Premium (€104/m²). Please see our presentation for visuals of each option.

Registration fee (non-refundable)
The registration fee is €315, including all exhibitor tickets and 20 customer tickets.

Scandinavian Village participation fee (optional)
Participation in the Scandinavian Village is €750 for SOG members or €1,000 for non-members. This includes catering, bar staff, marketing, and related services.

Example: Total cost for a 30 m² stand (Medium pre-built stand) + Scandinavian Village
Stand space: €87/m² × 30 m² = €2,610
Pre-built stand (Medium): €82/m² × 30 m² = €2,460
Subtotal: €5,070

Registration fee: €315

Scandinavian Village fee: €1,000
Total: €6,385

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.

Read the full article here