Cultura e creatività come volàno per l’economia: il bilancio di Eureka

The third edition of Eureka, a fair for cultural and creative enterprises, concluded in Pordenone Fiere after hosting over 260 B2B meetings organized digitally between exhibitor companies and traditional businesses. This event provided a concrete space for business matchmaking, allowing high-innovation companies and manufacturing and industrial enterprises to engage in dialogue and forge new commercial collaborations.

The event also attracted national brands such as Fincantieri (Marine Interiors) and Crédit Agricole, focusing on the increasingly important theme of Creative Talent within companies.

Organizers emphasized that involving designers, artists, and storytelling experts in strategic divisions and research and development processes enables traditional businesses to tackle complex market challenges more competitively. Eureka is the only national showcase dedicated to Cultural and Creative Enterprises, highlighting the macroeconomic impact of the Creative Economy, which is projected to contribute approximately 310 billion euros to the national economy.

The Friuli Venezia Giulia region, which has been among the first administrations to scientifically measure the economic impact of culture on regional GDP, is a leading example in this regard, with a value added of over 2.1 billion in 2025.

The region's Vice-President, Mario Anzil, highlighted the region's vision of "culture as a frontier" and its strategic infrastructure as a concrete engine for development, enhancing human capital and strengthening Italy's industrial production in global markets. Renato Pujatti, president of Pordenone Fiere, affirmed that the venue serves as not just an exhibition space but a platform for connecting creative and productive expertise.

Esteemed national and global institutions, such as the Food and Agriculture Organization (FAO), the Borghese Gallery, Confcooperative, and Sole 24 ORE Culture, chose Pordenone to showcase their projects on digital accessibility and cultural innovation.

The Padiglione 5 featured over 30 talks, including a Delphos Foundation and MidaTicket report on cultural demand cycles based on over 25 million visits, and GetYourGuide's insights on experiential tourism in Italy. Technical workshops, in collaboration with the Friuli Venezia Giulia Order of Psychologists, explored the potential of games in educational and corporate settings, as well as the integration of Artificial Intelligence as an "artificial hand" to enhance the skills of professional studies.

In this context, Eureka's third edition is solidifying as a crucial step toward Pordenone's 2027 designation as the Italian Capital of Culture.