Ben Avison is editorial and event director at HOST CITY (which takes place on 21 and 22 November in Glasgow). He says the benefits to a destination hosting an exhibition are far reaching.
The value of hosting major sports events has long been debated, not just by city officials but also by the person on the street. Indeed, how beneficial the public perceive an event to is often what makes a bid sink or swim.
What is much less widely discussed and understood is the impact of hosting exhibitions – the trade fairs of the major industries that serve our daily life.
Launched by UFI (Global Association of the Exhibition Industry) and IAEE (International Association of Exhibitions and Events) the first ever Global Exhibitions Day was held on 8 June 2016 with the aim of raising awareness about the social and economic benefit of hosting exhibitions.
On this day, it was announced that the global exhibition industry is valued at USD 55 billion. Around 4.4 million companies exhibit each year to more than 260 million visitors per year worldwide, boosting trade and internationalisation.
The value to the host city extends beyond direct visitor spend. The crucial benefit is this: at a time of breakneck urbanisation worldwide, hosting exhibitions raises a city’s international status and profile. Exhibitions bring thousands of influential individuals and companies into the city. If used as part of a wider strategy of building a brand identity, staging exhibitions is vital in enabling cities to keep ahead of their competitors.
Host City 2016, which takes place on 21 and 22 November in Glasgow, is the largest meeting of cities and sports, business and cultural events. One of many exciting topics to be discussed at Host City 2016 is “Business Events and Economic Development”, featuring speakers from the world’s largest exhibitions, the most dynamic cities and more.
Exhibitions are as valuable to cities as major sports events. At Host City 2016 you will have access to both these markets, as well as cultural and entertainment events – all part of the diverse range of shows through which cities raise their profile on the world stage. I look forward to discussing these opportunities with you there. For more information visit www.hostcity.com
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