The exhibitions world: status and prospects - Afida

The exhibitions world: today
and tomorrow
Arie Brienen
President
UFI
UNIFIB Congress, Porto
June 2012

Today
Global overview & trends
Looking to the future
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The exhibition world today
Approximately
30 700 Exhibitions
per year corresponding to
103 million sqm
of total net exhibition space
and where
2.8 million direct exhibiting
companies welcomed
260 million visitors
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The global top 10
Net space rented
(in million net sqm) Trend since 2008
1. USA 23,3 (*) - 7%
2. China 13,0 + 13%
3. Germany 8,8 - 5%
4. Italy 6,2 - 5%
5. France 5,4 - 8%
6. Spain 3,5 - 24%
7. Japan 3,2 - 3%
8. UK 2,8 - 6%
9. Russia 2,6 - 13%
10. Brazil 2,6 + 4%
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Exhibitions organized by UFI Organizers
Based on the data collected among 178 organizing companies (and their subsidiaries)
Breakdown by event location
Total net space rented
(indoor + outdoor, in million sqm)
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MAIN GLOBAL RESULTS of the
World Map of Venues
In 2011
• 1,197 venues (with a minimum
of 5,000 sqm indoor exhibition space)
identified worldwide
• Total indoor exhibition
space: 32.6 million sqm
266

VENUES AND INDOOR EXHIBITION SPACE
IN 2011
Scale
5 million sqm
496 venues
15.6 million sqm
(48%)
389 venues
7.9 million sqm
(24%)
70 venues
1.3 million sqm
(4%)
33 venues
0.8 million sqm
25 venues (2%)
0.5 million sqm
(2%)
184 venues
6.6 million sqm
(20%)
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Trends 2006-2012 for all UFI venues
Today, UFI Members operate 211 venues worldwide
(+12 since 2006)
Gross indoor exhibition space
(in million sqm)
+ 2.3% per year
between 2006 & 2010
+ 0.9% per year
between 2010 & 2012
Increase of gross indoor exhibition space
between 2006, 2010 & 2012
by region
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How the industry has fared in
recent years
Findings from UFI’s latest Global
Barometer research (12-2011)

100%
% of companies declaring an increase of their turnover
when compared to the same period the year before
(regardless of possible biennial effects)
MIDDLE EAST & AFRICA
AMERICAS
ASIA & PACIFIC
50%
EUROPE
0%
Before
Dec.
2008
1 st half 2 nd half 1 st half 2 nd half 1 st half 2 nd half 1 st half 2 nd half
2009 2010 2011
2012
As declared in previous surveys As declared in December 2011

Perception of the economic crisis December 2011
% of companies declaring – in the last 4 surveys - that the impact
of the “economic crisis” on their exhibition business is now over
100%
50%
Americas
Asian Pacific
Europe
Middle East/Africa
0%
June 2010
December
2010
June 2011
December
2011

Anticipated ending year of the impact of the “economic crisis” for those
who consider that it is not yet over
63%
46%
27%
June 2011
December 2011
14%
15%
14%
4%
9%
8%
0%
2011 2012 2013 2014 2015

Distribution of all issues selected as the 3 most important ones
23%
21%
19%
18%
8%
6%
4%
1%
State of the Global economic
national/regional uncertainty
economy
Local/national
competition from
within the
exhibition
industry
Internal
management
challenges (ex.
finance, human
resources, staff,
training)
Environmental
challenges
(customer
expectations,
regulations, etc.)
Competition with
other media (ex.
internet, virtual
trade shows,
social media)
Integration with
other media (ex.
internet, virtual
trade shows,
social media)
Other

Help yourself!
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Based on UFI Delphi research and
member interviews

Key growth areas
• Emerging markets: take your acronym pick
– BRIC
– BIC
– BRICSA
– CIVET
– MINT
• Multi-dimensional, non-traditional events
– Including ‘hybrid’ events
– Integrating many elements into a single event
• Developing “content” around our events to
benefit the industries we serve
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Multi-dimensional events
Conference
Traditional
trade show
floor
Successful
new-look
events
Entertainment
Unconventional
layouts
Live-streaming
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Key challenges for exhibitions
• Competition (in some markets) from over-capacity in
venues
• Online marketing and product news release
– Continued uncertainties over balance of internet and face-toface
marketing
– The industry needs better to communicate how a combination
of these is the key to marketing effectiveness.
– In-house activities and product launches have eaten into
traditional events spend.
– Will this be the source of tomorrow’s competition?
• Targeting the Facebook generation with real world events.
• Pressures on business travel
– Cost controls
– Environmental constraints
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Evolution of trade fairs
Selling space
• Square metres
• Complimentary
services
• Catalogue entry
• Basic technical
services
Service
orientation
• Integrated
services
• Stand building
• Catering
CRM
• Database
marketing
• Target group
orientation
• Bundling
• Exhibitor debit
card
• Online reorder
system
• Individual
placement of
stands
Thought
leadership
• New business
ideas for clients
• Inter event
activities
• Information
broking
• Matchmaking
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The key trends
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Thought leadership
• “Together with exhibitors, visitors, specialized
associations and the media the leading brand
trade shows can become the place to meet all
year long”.
• “But we have to be careful: It is not just content,
but valuable content and leadership in new
ideas”.
• “The role of trade shows will be changing. Trade
shows will more and more act as community
integrators, knowledge providers, discussion
platforms, social network live grounds, etc.”
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UFI
Who we are and what we do

UFI is the Global Association of the Exhibition Industry, uniting the industry’s
organizers, venues, associations and partners of the industry
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UFI Impact
• 4,500 Exhibitions organised or hosted by UFI members
• UFI members in 85 countries including the 40 largest
economies
• 3 UFI Offices
– Headquarters in Paris,
– Regional Office Asia/Pacific in Hong Kong
– Regional Office in Middle East/Africa in Kuwait
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593 Members
305 “Organizer
only” (52%)
47 “Partners of
the Industry” (8%)
51 “Associations”
(9%)
72 “Venues
only” (12%)
130 “Venue
& Organizer”
(22%)
202 Members with
“venue” activity
(34%)
February 2012
435 Members with “Organizer”
activity (74%)
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UFI Member Services
Research
Studies
Statistics
Management
Marketing
Networking
What does UFI mean
for me?
Expertise
Cooperation
Education
Quality
Information
Communication
Standards
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UFI Member Services
UFI Research and Studies
• 6th UFI-BSG Report on the Trade Fair Industry in Asia
• UFI Global Barometer
• Global Estimates
• UFI Member Activity Report
• UFI Insight Reports
• Euro Fair Statistics Report
• Delphi Study
• Tools for Tough Times
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UFI Member Services
Online Information
www.ufi.org
• Studies and Recommendations
• Online educational programme
• Database Access
• Industry information
• UFI Events and Meetings
- programmes & online registration
- speaker presentations
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UFI Professional
Recognition Awards
UFI Member Services
ICT
Marketing
Operations
Poster Competition
with International Fair Plovdiv
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UFI Member Services
The UFI “Community”
Congress Valencia = #ufivalencia
www.ufi.org/twitter
www.twitter.com/ufilive
UCF CEO Forum = #uficeoforum
Asia Seminar = #ufishenzhen
Seminar in the MEA = #uficapetown
Seminar in Europe = #ufihamburg
Focus meetings in Kiev = #ufiutrecht
www.ufilive.org
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UFI Education
opportunities
UFI Member Services
‣ Exhibition Management Degree (EMD)
150 hour post graduate education programme
‣ “Successful Exhibit Marketing”
‣ Updated “Exhibitions in the marketing mix” online course available for free
downloading
‣ International Summer University, from 13 – 15 June in Cologne
What does UFI mean
for me?
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UFI Working Committees
UFI Education
Committee
UFI Sustainable
Development
Committee
UFI ICT Committee
UFI Operations
Committee
UFI Marketing
Committee
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UFI Member Services
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On Twitter @ufilive
Blogging at www.ufilive.org
LinkedIn – UFI Members’ Group
Facebook Events: UFI Congress 2011
Thank you
info@ufi.org
www.ufi.org
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