Can you explain your strategy to target the Balkans?
Our strategy concerning the Balkans consists of two pillars. One is that the Balkan area is a friendly, nearby market and the second is that its inhabitants have the same consumer needs and demands as we do in Greece. So we believe Thessaloniki can play an important role as an exhibition venue in the greater area and attract exhibitors and visitors from the Balkans. The Balkan market is a place of 60 million potential buyers. This number may be small at an international level, but it’s of great importance to our region and can become a valuable pool of customers for us.
We want to attract more business from the Balkans, but at the same time we are ready and set to service international organisers that want to expand and do business in the Balkans. Our goal is to become a key point for those international organisers, an exhibition hub for the Balkans and for whoever wants to explore the Balkan region.
What are the key business sectors in the Balkans for the events that you would like to host?
There are a lot of sectors in which we have great interest. For example food and beverages is one of the most productive fields in the Balkans. At the same time due to the political and financial reforms that take place in the region, the construction sector is also growing. Among others tourism is a field that we think has great potential in the Balkans. Greece is a worldwide known tourist destination, but the Balkan region is being discovered by the rest of the world. So the opportunities are numerous.
How do you market your venue as an alternative for exhibition organisers keen to do business in the Balkans?
Thessaloniki has a lot of advantages as an exhibition venue. It has vicinity to all the Balkan capitals. It is easy accessible, it has good infrastructure; great hotels and exhibition centres; a secure environment; and a European business-friendly attitude. All these create an ideal place to exploit as your base for doing business in the Balkans. At the same time its touristic attraction nearby, Chalkidiki for instance, offer a great combination of business and pleasure.
Do you have a separate team, aside from the venue, that helps to organise events?
We already have local agreements with Balkan partners, but at the same time we have a very capable and well educated personnel with know how and experience to offer services of high standard for every international organizer who wants to do business in the Balkans, in Thessaloniki or in Athens, where we also have a contemporary exhibition venue.
This article was first published in issue 4/4 of EW. Any comments? Email Antony Reeve-Crook
