10–12 January 2027 | Bolzano, Italy

Prowinter 10–12 January 2027 | Bolzano, Italy

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

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.

Scandinavian Village Participation Fee
Participation in the Scandinavian Village is subject to an additional fee, the amount of which depends on the number of participating exhibitors. Detailed information will be provided separately. The fee covers catering, bar service, marketing activities, staffing, and other related services designed to enhance the overall visitor and exhibitor experience.

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 (non-refundable in case of cancellation).

Stand space fees are as follows:
• €87/m² for stand space 0–60 m²
• €48/m² for stand space 61–199 m²
• €16/m² for stand space 200 m² and above

All fees are listed excluding VAT.

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

The Scandinavian Village and the ScandItalian Bar comes at an extra fee and 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 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
Cost overview: exhibiting at Prowinter 2027

Stand space (floor area)
The stand space fee is €87/m². 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 subject to an additional fee, the amount of which depends on the number of participating exhibitors. Detailed information will be provided separately. The fee covers catering, bar service, marketing activities, staffing, and other related services designed to enhance the overall visitor and exhibitor experience.

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

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

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