Funding support from the Singapore Tourism Board helped three recent events achieve success, but strong content and organisation will continue to play a vital role.
Conferences and exhibitions have been downsized, postponed and even cancelled last year due to the poor global economic conditions, but three events in October bucked the trend. ITB Asia 2009 and JEC Asia 2009, both in their second year, proved successful, as did Wine for Asia (WFA) 2009, which was in its seventh year (its second under new ownership). The fact that these events not only weathered the storm, but also forged stronger relationships with stakeholders, augurs well for the projected upturn in 2010.
It was a canny move by ITB Asia to focus on the Asian market. The show, which took place from October 21-23, attracted a greater number of Asian buyers this year, particularly from India. Organiser, Messe Berlin CEO Raimund Hosch, says: “It was the aim of ITB Asia to showcase global travel products to Asian buyers.”
MICE ELEMENTS
Although ITB’s main strength is leisure travel, beefing up the corporate and MICE elements paid off, as many buyers were looking for destinations and suppliers that cater to these market segments. To strengthen its buyer programme, Hosch recruited a key executive from a competitor.
“She and the ITB Asia team have done a great job attracting more high-quality buyers,” he says. Stricter vetting saw buyers decline from 812 to 553 in 2009, but the policy paid off, with exhibitors happy with more serious buyers. Exhibiting organisations increased slightly from 651 to 679. Messe Berlin also introduced one-day, US$50 trade visitor passes for the first time, boosting attendance on the last day by more than 50 per cent.
EXPANDED SHOWS
The composites industry event, JEC Asia 2009, expanded its show space from two to three halls at Suntec Singapore. Held on 14-16 October, it featured 345 companies – an increase of 15 per cent on 2008. Although attendance rates dropped by more than 1,000 to 7,000 visitors from 55 countries, there was increased interest from Asia-Pacific, signalling strong growth potential in the region.
WFA 2009 expanded to 5,800 sqm last year, managing to tempt the Australian Trade Commission back into the fold, along with SOPEXA, the French food, wine and spirits promoter. The pavilions were pivotal in attracting buyers and visitors, who numbered more than 4000 and came from 50 countries.
Sylvia Phua, CEO of event co-organiser MP International, says: “We are still investing in the show to ensure there is business value for all stakeholders.” Malcolm Tham, director of partner Wine Resources, says: “We always refresh the show with new features each year.”
The organisers had an aggressive marketing strategy in major wine-producing countries, while Singapore’s wine logistics infrastructure and market sophistication also drew participants.
GOVERNMENT ASSISTANCE
Government support was crucial to the events’ success: all three shows received funding through the Singapore Tourism Board’s enhanced Business Events in Singapore scheme. Singapore exhibitors at WFA enjoyed up to 50 per cent off space rental and stand construction under International Enterprise Singapore’s international marketing activities programme.
This significantly reduced costs and encouraged more exhibitors to participate. Duties and taxes were also waived, which drew international wineries and exporters plus local agents. With the reduced cost, a higher number of quality wines could be displayed, adding to the show’s appeal.
Singapore’s comprehensive approach to attracting MICE events, including ramped-up promotion aimed at emerging markets and qualified buyers, added to financial support from the government has worked well. Whether this is a viable strategy for 2010 and beyond remains to be seen. Handouts will not last forever, but strong content and organisation continue to be vital.