page 1
page 2
page 3
page 4
page 5
page 6
page 7
page 8
page 9
page 10
page 11
page 12
page 13
page 14
page 15
page 16
page 17
page 18
page 19
page 20
page 21
page 22
page 23
page 24
page 25
page 26
page 27
page 28
page 29
page 30
page 31
page 32
page 33
page 34
page 35
page 36

Turkey | Exhibition World22| May 2011 | THE MAGAZINE FOR THE GLOBAL EXHIBITION COMMUNITY WWW.EXHIBITION-WORLD.NET Turkey's geo-political position has long made it a staging ground for unlocking the economic potential of Eurasia; the Balkans, Ukraine, Russia, mid-Asia and the Middle East; a region inhabited by more than a billion people.In recent months we've seen an acceleration of exhibition businesses entering Turkey. And with rumours of a large government-owned venue being mooted for Istanbul, in addition to the existing largest venues CNR and TUYAP, the future looks bright. Under the watch of president Gul and Prime Minister Erdogan, the Turkish exhibition sector is being allowed to grow at a rate consistent with international interest. Turkey is at the forefront of regional efforts to establish a free trade zone, an ambition that becomes increasingly pertinent as markets become more free and trade routes open with the collapse of closed-minded governments falling amid the huge political changes taking place in the Middle East.Turkey offers few barriers to entry. Its exhibition sector is entirely owned by the private sector, while the Government actively promotes trade and investment with neighbours with which it has had formerly fractious relationships, such as Iran and Syria. Additionally, and in line with its policy of cooperation with neighbours, Turkey's visa diplomacy has removed travel restrictions with countries including Jordan, Lebanon, Syria and Iran. In testament to this, a million Syrians are expected to visit Turkey for cross-border trade this year.The country's yearly trade with the Arab world now stands at US$30bn, up from $2bn a decade ago.Istanbul holds a strong position as a connection point providing direct daily fl ights from 50 countries or cities. In this context, Istanbul offers major geographical argument for meeting in terms of international exhibitions.Turkish organiser NTSR, one of the biggest local players, says Turkey offers development potential as strong as in the BRIC countries. It has several partnerships with international companies and has done so, on a project basis, for 30 years. "Different partnerships are emerging in exhibitions being organised for the future," according to the president of NTSR, Serkan Tiglioglu (pictured above)."We enter such partnerships after analysing the value created, and the advantages that can be provided. Some of NTSR's exhibitions created that effect and have been sustaining and reinforcing these partnerships for almost 15 years. We believe this is an indicator of the synergistic and successful job we accomplished," he comments.With rumours of a new Government venue being developed and new partnerships with Eurasian neighbours, there will be a lot more growth in Turkey over the coming years. EW investigates the market's potential for international organisers.Where East meets West

Exhibition World | Turkey THE MAGAZINE FOR THE GLOBAL EXHIBITION COMMUNITY WWW.EXHIBITION-WORLD.NET | May 2011 | 23"It may be a cliché that Istanbul is the gateway between East and West but there is a lot of truth in the matter," says ITE Group International sales director Andy Braid. "With the country delivering impressive growth fi gures for many years, it is easy to see why Turkey appeals to exhibitors at international trade events."ITE is one of the biggest international organisers, alongside Germany's Hannover Messe, organising some of its events though its Turkish company EUF. It works in partnership with ministries, associations and institutions to co-organise events, but not currently with other full-time event organisers. Braid points out that yields are low in Turkey, demand is high and strong relationships matter."Turkey is strong in many sectors, agricultural, manufacturing and business services. The country's mining sector is also strong and while the country is a net importer of oil and gas, it is a major transport hub for hydrocarbons." Building and construction technology, production technologies, textile (leather/ready-to-wear), automotive, agriculture and food processing industries are among other leading sectors in Turkey.The country's success isn't delivered on the back of industry and fi nancial prominence alone. Turkey's hotel potential, natural beauty, history and culture-entrainment, as well as its global transportation ties, makes it stand out against competitors, says Tiglioglu. But what of its infrastructure, a concern levelled at most young, growing markets? Tiglioglu claims Turkey is experiencing infrastructural developments in every aspect of the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector. "We're seeing international management companies and organisers entering into the market. So investments for exhibition venues, new conference venues and renewal of existing exhibition venues are hot topics. "Local governments have realised the potential contribution the MICE sector can make to their cities. They are more active and realised the power of exhibition industry as their strategic market to give full support for the future," he comments.However, while the majority of events in Turkey are trade events, even the development of these can be hampered by venue confi guration. "One of the problems Turkey has in creating vertical tradeshows with content is the lack of the combination of good large exhibition space and proper professional conference venues," says Mayfi eld Media MD Steve Monnington. "I think the demand for the educational elements has been suppressed and people accept this as the norm. In general what there is right now is very good. Go to any major exhibition here and you see people on the stands doing real business. "Obviously with the technology shows and indeed exhibitions in a number of other sectors, there should be a demand for the educational content. If somebody was to build a really good conference centre in one of the two main exhibition centres I think that you would slowly start to see the nature of some of these events changing." "There are big opportunities for corporate establishments capable of making long-term plans and investments," adds Tiglioglu.However, the dynamism resulting from the country's own entrepreneurism makes terms of free competition irrational and brings degrees of distortion from time to time, an "amateurism" Tiglioglu believes will be "tamed by the professional establishments" in due course. Turkey's international exhibition market, it seems, is maturing as we speak. Steve Monnington takes a look at the international organisers making moves in Turkey"Over the last couple of years we've seen a number of international organisers enter the market often by taking majority stakes in local Turkish organisers. We've seen UBM acquire 65 per cent of Rotaforte, organiser of the Istanbul Jewellery Fairs; Clarion made their move into Turkey with the acquisition of Survey Turkey, organisers of Zow. Italy's Bolognafi ere created a sales and marketing partnership between their brand Cosmoprof and Ipekyolu, organisers of the Beauty Eurasia show. As well as interest from the UK and Italy, we've also seen Messe Stuttgart enter the market by acquiring a majority stake in ARES, whose main show is the bakery technology show IBATECH. In all cases these partnerships have created synergies between the Turkish events and the events already run by the international organiser. This is a logical approach to a fi rst step into the market as the international partner can create real strategic added value. "The largest international organisers in Turkey today are also the longest established. ITE and Hannover Messe International have both been active in Turkey for more than 10 years and both originally enetered the market by creating joint ventures with local organisers. ITE with CNR Exhibitions and Hannover with Dunya Fuar, organisers of Sodeks. Hannover Messe now has a mixture of joint venture business and 100%-owned shows while ITE, with the exception of their joint venture with Ekin Fuar, operates its own 100% business. If you add in the venue management business operated by GL Events there is now signifi cant presence from the French, Germans, Italians and Brits in the market. What's happening is that most organisers are looking for expansion outside of their home markets, especially where those markets are mature and there is relatively little growth. This money is being spent increasingly in Turkey; one of the markets on everybody's list that can be described as a hot market."Steve Monnington