I ask the question because while we are told by trend-watchers to look to the emerging and undiscovered markets for our future international shows, there are many cities already primed for international exhibitions that seem to perform out of step with their reputation for casual tourism.
By popular demand, tourism hotspots tend to have strong local amenities, direct flight routes, more efficient public transport, a culture of hospitality and ultimately the capacity to leave a lasting impression on visitors; important factors in the success of an international exhibition.
It’s the reason why the 130,000-strong crowd of Comic Con attendees, and its management were so keen to see San Diego retain the event. “When Comic Con comes to town, visitors feel like they own downtown, and that’s an experience you wouldn’t get elsewhere,” said Steve Johnson, VP of public affairs at San Diego Convention Centre.
The same can be said for Reed Midem’s events at the Palais de Festivals in Cannes. In a former life I worked as a reporter in the television industry and I can vouch for the fact that while business meetings are facilitated through exhibitions in the Palais, most of the deals are finalised and signed in cafes along the Croisette; the iconic promenade that runs from the Palais to the Marina. Because while it’s nice to meet face-to-face, after a while we need to take a look around.
Prague is one such place where I’d expect to see greater success for the exhibition industry. Hotels are affordable, groups are easily accommodated, amenities are good and the city is remarkably beautiful. But as Jan Novotny, the president of the Czech exhibition association SOVA points out, investors are put off holding exhibitions in Prague because “there is neither support from city hall or the state”.
Perhaps they forget that a tourist in a suit typically spends four times a much as one wearing sandals and a hat. Business tourism is hugely lucrative, and if there’s any doubt, ask authorities at San Diego what they did to ensure the 130,000 people who attend its Comic Con remain regular visitors.
If Prague had this support, perhaps the city would become known for its international exhibitions as well as its tourists.
Rather than being downbeat about the industry’s slow economic recovery in certain mature markets, local and national authorites should be introducing incentives for organisers who would otherwise take their events to unproven locations.
Any comments? Email exhibitionworld@mashmedia.net
