features: opinion & comments: Let's meet
Let's meet
Exhibitions are a barometer for industry optimism writes Graeme Barnett, exhibition director for EIBTM
As I write this column, the excellent weather in the UK - not expected to last, unfortunately - has put me in a very summery, optimistic and upbeat mood. Very much like the meetings industry.
No one can pretend it has been an easy time for the industry in recent years but what is clear is that the value of meetings, industry events and face-to-face contact are more important now than ever before.
Despite the meetings industry being in transition, it is extremely resilient,
adapting to the new reality of developing products, packages, technology and value propositions. As has been noted by a number of industry players: “recession is a great trends accelerator.” Face-to-face meetings, whether through trade shows, conferences or events are very much on companies’ agendas. The landscape has changed, the tools used to communicate have changed; those joining the industry have a new way of thinking.
Over the next year, competitive pricing, a preference for quality and value over frills and extras, and a greater emphasis on ROI measurement will set the tone for the industry that has to rely on its flexibility and creativity to survive.
What has been particularly encouraging in the past year is that exhibitions have seen growth. The fourth edition of GIBTM confirmed that the event in the Gulf continues to drive and shape an expanding sector.
Initial unaudited figures saw record numbers of hosted buyers, over 260 from 40 countries, up 10 percent on 2009. A total of around 7,500 meetings took place with the 220 exhibitors - up from 6,390 last year.
Turning to our flagship event in Barcelona, EIBTM 2009 attracted the largest ever gathering of hosted buyers and the most pre-scheduled appointments in the event’s 21-year history. A record number of hosted buyers attended from all over the world - up two percent on the previous year. An impressive 54,255 pre-scheduled meetings were organised over the three-day event - up four percent.
EIBTM’s professional education programme saw numbers top over 3,000, up 15 percent - another record for the event - making it the largest European education gathering of industry professionals.
Now to China and CIBTM. The meetings industry, as in the Gulf, is in its infancy but what opportunities for development and growth as the event aims to be the driving force behind the growth of the meetings industry throughout China.
With the official backing of the China National Tourism Administration and Beijing Tourism Administration, this year the event, for the first time, will have as its focal point China Meetings Week. This will focus on education, learning, knowledge sharing and best practice, helping China fully realise its potential to attract large-scale international corporate and association events.
AIME 2010 in Melbourne also broke buyer attendance records, attracting more than 800 quality exhibitors and audited trade visitor numbers breaking the 3,000 mark.
What is absolutely clear is that the meetings industry is using events like GIBTM, CIBTM, EIBTM and AIME as places to develop and drive corporate and personal development.
Talk of the meetings industry being in decline is way off the mark. It is an exciting and challenging time for the industry as it embraces a future that is still taking shape.
