ExhibitionPilot - Edition 2/2010
Trade Fairs made in Europe and Global Benchmark
Some black eyes in 2009, more stability in 2010?
2009 showed a painful downturn in the European exhibition industry, whereas we see a slow, but steady business growth in the in the first half of 2010 reflecting a gradual economic recovery
The European view
All relevant trade fairs metrics, as reported by the European Major Exhibition Centre Association (EMECA), faced a considerable decline in 2009:
- exhibitor numbers: ↓7%
- visitor numbers: ↓10%
- occupied floor space: ↓11%
- turnover: ↓10%
René Kamm, CEO MCH Group Schweiz and EMECA President - Giovanni Colombo, Fiere di Verona
For 2010 EMECA is cautiously optimistic, pointing out several strategic trends under streamlined market conditions.
Among these are the strengthening of the market position for leading shows, increased investments in markets and marketing and less in infrastructure; expansion of international activities, particularly in Asia and Latin America as well as the optimisation of service offerings and closer cooperation with host organisers.
Since the development of markets and of trade fairs as market places is among others related to the purchasing power, please view the newest 2011 IMF fore-cast for the Euro countries.
The German picture
Looking at Germany the decline in 2009 was a little less dramatic, according to the AUMA figures:
In an overall view for 2010, the association doesn’t see a return to positive figures in the running year for the German Messes - in comparison with the respective previous events.
Regional benchmarks and global perspective
The current Global Barometer Survey of UFI, in which KME participated, reveals significant regional differences. Whereas in Asia/Pacific 58% of the respondents consider that the impact of the crisis is finally over, in the Americas this confidence is only spoken out by 14% and in Europe by 20%.
The Middle East & Africa Region feels more confident with 43% of the participants indicating that the effects of the economic crisis my be considered as being over.
Most important business issues
When it comes to the scenario to identify the 3 most important issues with business relevance for 2011, here are some major trends:
In both the Americas and Europe, the order of the 3 main topics of concern is the
1. “state of the national/regional economy”
2. “global economic uncertainty”
3. “internal management challenges” (ex. finance, human resources, staff, training).
These same 3 criteria are listed in Asia / Pacific, but in a different order, as the “internal management challenges” issue is ranked first.
In Middle East / Africa, the “state of the national/regional economy” is not among the top 3 listed; it is replaced by the “Local/national competition from within
the exhibition industry” issue.
