International expansion and exports to Italy
© Getty ImagesItaly as a market
Italy is the world's eighth-largest economy and the third-largest in the eurozone. The country is renowned for its sports cars and premium brands in food, wine, fashion and design. These industries are pillars of Italy's long-established business sector, which largely comprises small and medium-sized family businesses with a strong emphasis on quality and craftsmanship. Italy has distinct regional differences, with northern Italy standing out as the country's industrial powerhouse and hosting some of the world's key trade fairs for fashion, furniture and design, the circular economy and energy.
Seafood consumption is high in Italy, making it an important export market for Norway's seafood industry – particularly for salmon and stockfish. At the same time, Italians are showing growing interest in Norway as a travel destination, especially in authentic nature experiences in Northern Norway and Western Norway. The Italian market combines strong traditions with innovation and forward-looking initiatives, offering significant opportunities for Norwegian companies across a range of sectors.
What do we do in Italy?
We have our own office in Milan, giving you access to our extensive network and strong expertise across several industries. We work closely with Team Norway, which in Italy includes the Norwegian Embassy in Rome, the Norwegian Seafood Council and us. Together, we aim to promote and support Norwegian businesses in the Italian market.
Our services include
- market insight and strategic positioning
- advisory for international growth and market entry
- access to networks and partner search
- participation in trade fairs and events (including through our own Norway Pavilions)
- cultural understanding and local presence
We offer flexible solutions tailored to your company's needs.
Market opportunities in Italy
Energy, wind power and carbon capture and storage (CCS)
Italy is playing an increasingly important role in Europe's energy transition, with greater investment in hydrogen, biogas, wind power and carbon capture and storage (CCS) as key measures for achieving the country's climate targets. This creates significant market opportunities for Norwegian companies with expertise in renewable energy, offshore technology, storage and energy infrastructure.
The development of onshore and offshore wind farms is growing rapidly, particularly in northern Italy and along the Adriatic and Sicilian coasts. Norwegian companies with experience in offshore wind, project development, digitalisation and energy storage can contribute technology and solutions to support this growth.
Green maritime industry
Italy is an international hub for shipping, passenger transport and shipbuilding, with a strong position in the development of green maritime technology. The country is a global leader in luxury yacht production, has a significant ferry and cruise industry, and is investing heavily in modern port infrastructure to reduce emissions.
Italy is an attractive market offering significant opportunities for Norwegian companies that provide innovative solutions for green shipping and sustainable maritime technology.
Green mobility
Milan is considered one of the world's most dynamic cities when it comes to adopting smart and green technology. The Italian market for electric mobility and smart communities is growing rapidly, creating significant opportunities for Norwegian companies with innovative solutions in transport, energy and urban infrastructure.
Cosmetics
Italy is a global leader in cosmetics exports, and the industry is growing in both revenue and international demand.
The value chain covers everything from production and research to packaging development and design. The market is showing growing interest in natural, environmentally friendly and technologically advanced products, creating opportunities for Norwegian companies with green and innovative solutions in areas such as raw materials, technology, packaging and brand building.
Every year, we take part in Cosmoprof Worldwide Bologna, the world's leading trade fair for the cosmetics and beauty industry. Here, we promote Norwegian solutions, create opportunities to connect and facilitate collaboration with Italian and international partners.
Fashion
Italy is renowned worldwide for its creative industries, and 'Made in Italy' is a mark of quality across everything from fashion and jewellery to furniture, lighting and food. This success is built on a strong ability to innovate, industrialise and create commercially viable products.
We support the development of Norway's fashion industry through a range of projects and initiatives, including one-to-one assistance, events and competence-building programmes such as Fashion Skills at SDA Bocconi, developed in partnership with Norwegian Fashion Hub in Oslo.
Furniture and design
Italy is one of the world's largest furniture producers, and its domestic market is considered one of the most advanced in terms of design culture and aesthetic expertise.
In 2026, Milan will host Il Salone Internazionale del Mobile – one of the world's largest and most influential furniture and design fairs. The event brings together more than 300,000 visitors and 2,100 exhibitors from around the world, providing a global platform for innovation, quality and creativity.
Tourism
Norway is an attractive travel destination for Italians seeking nature-based, authentic experiences. Demand for themed travel is growing, and a holiday in Norway is often seen as both exotic and exclusive.
Italian consumers are conscious of price and quality, and value sustainability and unique experiences. We work closely with tour operators, travel organisers and other stakeholders in the Italian tourism market, and can help Norwegian tourism businesses with promotion, marketing and networking.
Every year, we take part in TTG Travel Experience in Rimini, Italy's largest meeting place for the tourism industry. Here, we promote Norway as a travel destination and help connect Norwegian providers with Italian partners.
Read more about opportunities in the Italian travel market on the Visit Norway website.
Space and defence
Italy has a long tradition in the aerospace and defence industries and is now one of Europe's largest players. The sector includes everything from major corporations to small and medium-sized enterprises and start-ups, and is characterised by strong exports and rapid technological development.
With growing investment in greener, smarter and digital solutions, Italy offers many opportunities in research, technology development and industrial partnerships. For Norwegian companies, this provides access to an exciting, fast-growing market.
Circular economy
Italy is a European leader in recycling and biogas production, with some of the highest recycling rates in the EU. Strong growth in green investment from both public and private sector organisations makes the country an attractive market for innovative circular economy solutions. This creates valuable opportunities to collaborate on green technology and sustainable resource use.
Rimini hosts Ecomondo and the Key Energy Exhibition – two major international trade fairs for the green economy, focusing on waste management, recycling, sustainable materials and smart city technologies.
Seafood
Italy is one of Europe’s key markets for salmon and stockfish, and exports of Norwegian seafood to the country have grown steadily and strongly over the past decade. Italian consumers value healthy, high-quality food and are willing to pay more for products that meet high standards and offer traceability and certification.
Competition in the market is strong, but there is significant potential for further growth for Norwegian products such as salmon, cod, pelagic fish, scallops, prawns and crabs.
We share an office with the Norwegian Seafood Council in Milan and work closely with them to promote Norwegian seafood in the Italian market. Our joint efforts include seminars, events and promotional activities that strengthen ties between Norwegian exporters and Italian importers.
