Can you briefly describe your business?
La Rural is now the main centre for trade shows, events, conferences, conventions and events in Argentina and a pioneer in the industry in Latin America. We create opportunities and promote the realisation of business. Through this we not only attract investment and generate jobs, but we also enable links and encounters between different sectors of society and different communities (medical, scientific, academic, business and intellectual).
Last year, we organised 11 fairs ourselves, we hosted 22 exhibitions and received 88 third congresses, conventions and seminars. More than 7,000 exhibitors opened the doors of their business to nearly four million visitors, a fact that we positioned as a window to the world and a meeting point and reference for various sectors of the economy.
During that year we received important events like the Interamerican Congress of Cardiology; and some that have been with us for many years, including the Book Fair; arteBa; and International Auto Show.
How has the exhibition industry in Latin America matured in the last 10 years?
In recent years, despite the crisis, the exhibition industry has shown steady growth: companies still consider fairs and exhibitions as one of the best tools to promote their products and services, find potential customers, open new markets and observe competition.
We understand that this growth and evolution also involves sustainable practices, so in our case – and we value the expansion of activity – we also work for development that does not lose sight of the commitment to both the community and the environment. Since 2006 we have undertaken a strategy and plan for Corporate Social Responsibility, under which are sustainability reports following the Global Reporting Initiative (GRI) guidelines. In fact we became one of the first international exhibition centre level to report their actions sustainable with these guidelines.
How will the formation of regional chapters accelerate the industry’s growth?
In the middle of a challenging global context, the formation of regional institutions is essential as they contribute to the exchange of experiences among its members. Through these new spaces for understanding and analysing the new market challenges and trends are created. In this way, and through regional representatives, we are allowed to create an ongoing dialogue that achieves sector development and encourage their growth and continuous improvement.
Is the quality of local service providers improving, and is this helping to attract international clients?
Consistent with the requirements of an increasingly demanding global market, the trend is to look for innovation, to be competent and provide an excellent service that drives companies to work with suppliers offering high quality standards to ensure proper delivery of their services.
This article was first published in issue EW 1/4. Any comments? Email Antony Reeve-Crook
