Magazines are typically self-serving when it comes to their coverage of international, broad appeal news stories. Let’s use the current protests in the Middle East as an example. A magazine in the energy sector will lead with speculation as to how the crisis will ‘unsettle’ and ‘push the price of a barrel of oil to an all-time high’.
Motoring magazines will talk about the impact of the loss of the Bahrain Grand Prix, real estate magazines will challenge the prudence of property development in Egypt and North Africa; while pulp entertainment titles will lead with a top ten breakdown of the region’s most remarkable despots; a list surely topped by Col Muammar Gaddafi after that rambling speech from the ruins of his former family home.
Unfortunately once the severity of the situation has been established, and make no mistake the developments in the Middle East are profoundly moving, the trade mags begin dissecting the coverage for its value to their readers.
So it will come as no surprise to hear that when Exhibition World spoke to Sherif Salem, chairman of the Egypt Expo and Convention Authority, about Egyptian president Hosni Mubarak’s enforced resignation, we couldn’t help but question its implications for the exhibition industry.
“People want to go back to normal business as soon as possible to ensure their own income as well for the country,” he said. “We can see that the exhibitions industry in Egypt will have an even more important role in the close future, opening Egypt up for business and attracting foreign activities in our country.”
It seems glib to talk about how we, as businessmen, stand to benefit from the ongoing sacrifice in the Middle East, but the truth is that exhibitions, tradeshows and conventions flourish in free markets, trading surges with every wall torn down, and they serve to remove borders and build partnerships.
“The Constitution of Egypt is dissolved and a new Constitution will be written – for approval by the people of Egypt. Everybody agrees that we need to reduce unemployment and improve the living conditions, and this can only be done with more business activities and income to the country,” confirmed Salem. “I expect Egypt will be even more open for business than before, because the country needs it.
“The exhibition industry, as a marketplace for national and international players, will be even more important for Egypt in the near- and long-term future and growth of the country.”
Exhibitions are often said to mirror the markets they serve, but in their capacity as business facilitators they can also do much to spark redevelopment in countries such as Egypt; blinking in the dawn of a new era of trade.
Photo credit: Floris Van Cauwelaert
