The Italian Trade Agency (ITA) supported Myplant & Garden Middle East 2025, reinforcing Italy’s long-standing commitment to advancing the region’s horticulture, landscaping, and green innovation sectors. Held at the Dubai Exhibition Centre, Expo City Dubai, the exhibition marked the Middle East’s first dedicated B2B platform for the green industry and drew leading buyers, distributors, contractors, government entities and landscape specialists from across the world.
As part of its contribution, ITA facilitated the participation of 35 key local buyers, strengthening commercial exchange and generating high-value business matchmaking opportunities for Italian exhibitors. This level of support underscored Italy’s dedication to cultivating long-term partnerships and contributing to the region’s rapidly expanding green economy.
With Italy recognised globally for excellence in floriculture, ornamental plant production, agri-tech, and environmental design, ITA’s involvement significantly elevated the event’s international profile. The Agency supported the participation of high-calibre Italian companies while driving targeted buyer engagement from Europe, the GCC, Asia and Africa.
Strengthening Trade and Green Industry Collaboration
ITA’s support aligned with its mission to promote bilateral business opportunities and reinforce trade ties between Italy and the United Arab Emirates. The UAE has emerged as a strategic hub for green-economy investments, sustainable city planning, and large-scale landscaping initiatives—positioning it as a prime destination for international collaboration and knowledge exchange.
Through its global network, ITA connected exhibitors with vetted local and international buyers across key sectors including urban landscaping, nursery production, outdoor design, agri-tech, irrigation solutions, sustainable materials, and public-realm development.
“Myplant & Garden Middle East came at an ideal time as the UAE expanded its focus on sustainable cities and green innovation. He noted that ITA’s support in bringing leading Italian companies and top buyers aimed to foster long-term partnerships, drive growth, and strengthen the economic relationship between Italy and the UAE”, emphasised Valerio Soldani, Italian Trade Commissioner to the UAE.
Positioning Italy as a Global Leader in Green Innovation
Italy’s horticultural and floricultural sectors are internationally celebrated for their quality, sustainability, research, and technological advancement. By showcasing Italian innovation—from climate-resilient ornamental plants to advanced greenhouse technologies—Myplant & Garden Middle East highlighted the depth and capability of “Made in Italy” expertise for the region’s growing green infrastructure needs.
Driving Regional Market Growth
The UAE’s landscaping and outdoor design market continues to expand rapidly, propelled by large-scale real estate projects, national greening initiatives, and climate adaptation strategies. ITA’s efforts to bring both local and international buyers to the exhibition helped accelerate commercial opportunities and foster cross-border partnerships across these fast-growing sectors.
