Live Olympic Coverage: Italians Pursue New Medals and Results
From February 18 to 20, 2024, Milan will host the tenth edition of Myplant, an influential international event dedicated to floriculture, gardening, and landscaping. This year, the event is expanding into a 60,000 square meter “green arena” at Fiera Milano Rho, showcasing the latest innovations and sustainability approaches in the green sector.
Myplant 2024 Overview
Myplant assembles approximately 800 exhibitors, with 20% coming from abroad. Key participants include representatives from countries such as the Netherlands, Spain, Denmark, Germany, and France. The event anticipates thousands of visitors from around the world, making it a premier global platform for the “Made in Italy” floriculture industry, which has surpassed 3.25 billion euros in production value.
Exhibitors and Visitors
- Confirmed Exhibitors: Approximately 800
- International Buyer Delegations: Over 200 from 47 countries
- Notable Visitor Nations: Saudi Arabia, UAE, Croatia, Romania, China, and Turkey
- Media Presence: 160 journalists registered for coverage
Program Highlights
The event will feature a variety of engaging activities, including:
- Demonstrations by floral art trendsetters.
- Workshops on landscaping and floral design.
- Fashion shows showcasing flower-centric designs.
- Discussions and meetings with industry experts and scientists.
Myplant will also showcase advancements in urban green spaces and public landscaping, emphasizing their ecological and social importance. This is in line with the European Union’s biodiversity strategy for 2030.
Economic Impact of the Floriculture Sector
Italy’s floriculture sector plays a significant role in the economy, accounting for 8% of vegetable production and 5.3% of Italian agriculture. According to Crea and the Chambers of Commerce, the sector consists of 17,500 businesses and utilizes over 45,000 hectares of land.
Regional Breakdown
- Central Italy: 39% of total production value (1.26 billion euros)
- Northern Italy: 38% (1.23 billion euros)
- Southern Italy: 23% (760 million euros), with Sicily as the leading production area
International Context
Globally, the value of flower and potted plant production is estimated at 24.5 billion euros for 2024. The EU floriculture sector also matches this figure, reinforcing Italy’s position as a net exporter with a positive trade balance of 374 million euros.
Environmental Benefits of Urban Green Spaces
Urban greenery is recognized as a strategic infrastructure for enhancing city resilience. It offers measurable benefits for climate adaptation, air quality improvement, and overall health and well-being. Studies reveal that the presence of greenery can reduce chronic disease risks and significantly boost mental health.
Best Practices for Urban Greening
- Implementing street trees and pocket parks
- Adding green roofs and living walls
- Creating ecological networks for biodiversity
As Myplant 2024 approaches, the focus on the future of urban greening and sustainable practices in floriculture becomes more crucial than ever. The event serves as a key platform for dialogue among public institutions, businesses, and research sectors, underlining the importance of the green industry in achieving sustainable development.
