Breezing in from the Baltic Sea
Tom Beyer, CEO of StockholmsMässan and the UFI's current president, on the opportunities and weaknesses of the exhibition landscape in the north of Europe, its special features and perspectives.
What is being done in Scandinavia to market local fairs globally?
There are a number of internationally important fairs in Scandinavia, particularly within the sectors in which we are traditionally strong, such as design, fashion, biotech, plant construction and the cellulose and paper industry. Exhibitions in these industries are not just of local importance, they are international events that are marketed internationally. The others are intended to serve the Scandinavian markets and are geared to them. They are marketed accordingly.
German exhibitors wanting to find out about an exhibition country go to AUMA. But the Association of the German Trade Fair Industry has nothing on Scandinavia. So where are they supposed to get the relevant information?
They will obtain all the important details they need from FairLink, the Scandinavian exhibition organisers association. FairLink performs the same tasks in Scandinavia as AUMA in Germany.
What is the proportion of Scandinavian fairs in the world market?
That's difficult to say. We're very strong in some areas, as I already mentioned. But it's difficult to put a percentage on the share of the world market that we cover.
Are trade fairs tending to become more or less important as a medium in northern Europe?
In my opinion face-to-face marketing is becoming increasingly important in the Scandinavian marketing mix. We know that at present Nordic companies spend about eight percent of their marketing budget on fairs and exhibitions. And we believe this share is set to grow. But above all we are convinced that in our countries exhibitions combined with congresses will continue to increase, boosting our share of the world market as a whole.
Which are the major source countries for exhibitors and visitors at Scandinavian shows?
The lion's share of both groups comes from Scandinavia, but we are registering a growing number of visitors from the Baltic rim region. Many fairs are seeing a jump in the number of exhibitors and visitors from Russia, Poland and the Baltic states. Representatives from these countries are playing an increasingly important role, and we want to see more companies from these nations finding their way to our fairs.
Have you identified changes in exhibitor and visitor flows in recent years?
Looking at developments within my company, Stockholm International Fairs, a marked increase is apparent in exhibitors and visitors at the consumer exhibitions. Growing interest is also evident in tradeshows in the consumer goods sector. The economy is strong in Scandinavia, and that is reflected in the upturn in consumer goods fairs. People have money in their pockets that they want to spend. Shows like the design and giftware fair Formex or the Stockholm Furniture Fair are examples.
In comparison to other exhibition markets that you, as UFI president, are familiar with, where do the strengths and weaknesses of the Nordic exhibition landscape lie?
The Scandinavian market's weakness is that it is fairly small, and it's saturated as well. Its strength is that it forms part of the expanding Baltic rim markets. Our catchment area numbers around 100 million people. That's a huge opportunity for us.
What themes drive the Scandinavian exhibition market?
Exhibitions in thriving industries, be it Nor-Shipping in Lilleström, which takes place again in June 2007, the Fashion Show in Copenhagen, the Stockholm Furniture Fair or Elmia, an important forestry exhibition held every four years in Jonkoping. The scandinavian business is also driven by the consumer shows.
As UFI president have you achieved anything special for the Nordic exhibition community?
As president of the Union of International fairs, it is incumbent on me to work for the exhibition industry as a whole. I hope that during my term the UFI has added lots of value for Scandinavian companies and those in other countries alike.
Interview: Christine Seizinger
m+a report Nr.5 / 2006 vom 14.08.2006
m+a report vom 14. August 2006