Not all organisers have been focusing on the huge, unproven exhibition markets. Scandinavia, traditionally a domestic market with a predominantly local audience for its events, has been increasing the long-term profitability of its exhibitions industry.
The three kingdoms of Norway, Denmark and Sweden, as well as the two others that combine to form the Nordic countries, Finland and Iceland, have traditionally been overlooked by international organisers. “We are way up north in Europe and major changes have marked the last twelve months for Scandinavia, and the measures aimed at increasing the long-term profitability of its exhibitions industry,” says Peter Scott, executive director of organiser and venue Elmia Exhibitions and Events, one of Scandinavia’s largest trade show organisers and venues. “It is a safe and beautiful environment, very well connected to the rest of the world and you can travel very easily to and throughout Scandinavia.”
In the ten years after the big European recession that opened the 21st century, Scandinavia performed a lot better than other countries in Europe, and it is no longer a blind spot for exhibition and event organisers. As you might expect for a region that counts IKEA, Ericsson, Volvo and fashion label H&M, design and software development are key industries here and the events reflect this. As Europe’s economy has moved into these industries, preferring to outsource production and manufacture to Asia, so too has the prominence of these industries done much to bring exhibition business to the region.
And while the cost of hosting an event in the region remains relatively high, it is an attractive place to visit, associated with clean living and natural beauty. The Swedish capital, Stockholm, has long been famed for its idyllic setting and its rich cultural heritage, but it has also built a more recent reputation as a global centre of dynamic design, cutting-edge fashion and innovative cuisine, music and art.
Australia is another exhibition destination that can claim geography as the main reason for being largely overlooked by organisers. One must make a strong case to select Australia over other countries in the region as a stage for Australasian and Asian exhibitions. Making a trip that far from Europe and the US, the two most mature exhibition markets, is difficult to justify without the population or manufacturing base of, say, China or Indonesia. But as with Scandinavia, Australia is also one of the world’s more dynamic and resilient mature economies. And while smaller in stature than its European, US and Asian counterparts, the country’s exhibition sector is a vibrant one, fiercely committed to growth and innovation.
Australia’s exhibition market is predominantly national in terms of exhibitors and visitors, with the bulk of shows being held in its two largest state capital cities: Sydney (New South Wales) and Melbourne (Victoria). That said, event infrastructure is available and utilised across other states and territories where sectors are large enough to warrant their own or additional state-based events.
Diversified Exhibitions Australia, for example, rotates the national annual edition of its Fine Food trade show between Sydney and Melbourne, then holds biennial editions in Brisbane and Perth, while Reed Exhibitions stages its Gift Fairs in Sydney and Melbourne annually. The two organisers are the largest players in the country, followed by Informa-owned Australian Exhibitions and Conferences (AEC), Exhibitions and Trade Fairs and Expertise Events.
“Australia has a strong economy, currency and strong import opportunities as a result,” Diversified Exhibitions Australia managing director and the Exhibition and Event Association of Australasia chairman Matthew Pearce says. “The fluctuation in the value of the dollar makes this place incredibly expensive when you’re coming from abroad. But if you can land deals and sell product competitively compared with the expensive goods produced here, there are business opportunities.”
Ask any organiser what stymies growth – besides a population of 22 million and its physical location – and most will point the finger at limited infrastructure. In 2013 Diversified was wall-bound by a 10,000sqm venue in Perth, which is also Australia’s fastest growing state capital. Both Sydney and Melbourne’s main venues were full in the same year – an indication of a burgeoning marketplace.
None the less, development in Australia is taking place and the appetite of global organisers is hopefully speeding it along.
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