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CONTENTSwww.exhibition-world.net Issue 2 | 20123 UFI - The Global Association of the Exhibition Industry promotes, represents and serves the interests of the world's leading show organisers, fairground owners and operators, major national and inter national associations of the exhibition industry and industry partners. As a non-political and non-profi t organisation, UFI's main goal is to serve the exhibition industry worldwide and to emphasise its unique marketing characteristics for the development of world trade. Present on six continents, in 83 countries, UFI is a unique and neutral forum for dialogue dedicated to all professionals involved in the trade fair business. Serving the exhibition industry since 1925, UFI applies its professional experience and renown to providing its members and the industry with the extensive know-how required to meet the challenges of ever-changing needs.Being a member of UFI is a proof of quality and international recognition. Over 4,500 trade fairs and exhibitions are organised by its members. More than 700 of these are international exhibitions, app roved by UFI, based upon strict and exacting quality criteria, assuring excellent services for the benefi t of exhibitors and visitors.President: Arie BrienenUFI Managing Director:Paul Woodward UFI Communications Manager: Lili Eigl 17 rue Louise Michel92300 Levallois-Perret FranceTel: +33 (0)1 4639 7500Fax: +33 (0)1 4639 7501Email: info@ufi .orgWebsite: www.ufi .orgUFI Asia/Pacifi c Regional Offi ce:1101 Wilson House, 19-27 Wyndham Street, Central, Hong Kong, ChinaTel: (852) 2525 6129Fax: (852) 2525 6171Email: asia@ufi .orgUFI Middle East/Africa Regional Offi ceInternational Fair Grounds6th Ring Road, Mishref, KuwaitTel: (965) 2538 2542Fax: (965) 2539 6316Email: mea@ufi .orgThe opinions and views expressed in Exhibition World do not necessarily refl ect UFI policy or position.77  BUSINESS DRIVERSWhy being green and safe is a virtue in global exhibitionsSHOWS AND EVENTS60  SHOW PROFILEBarcelona's gastronomy show Alimentaria reheats its format in a bid to enter the big league 70  ASSOCIATION WATCHThe EEAA on plans for Sydney's Darling Harbour72  BORDER CROSSINGOrganisers venture into China's up-and-coming cities80  GALLERY UFI's open seminars in Asia and Middle East & Africa VENUES AND DESTINATIONS42  COUNTRY PROFILEA look at why regional development is boosting Hong Kong's trade appeal 58  VENUE WATCHCape Town sets out to create a national icon64  CITY PROFILECan London's exhibition industry benefi t from the 2012 Olympic legacy? NEWS AND VIEWS05  WELCOME06  CORPORATE NEWS10  WORLD NEWS13  M&A14  ANALYSISINDUSTRY REPORTS19  KEEPING IT LOCAL Italy on the need for local events to aid recovery22  LEARNING CURVEAn analysis into what makes an ideal exhibition centre37  WHITE PAPERResearch company AMR on extolling your show's value55  SHOW SUPPORTNovel ways to tap social media for your exhibition PEOPLE17  UFI FOCUSUFI MD Paul Woodward on the business of politics 27  HEAD-TO-HEADHow do organisers benefi t from overseas sales agents30  THE BIG INTERVIEWUFI president Arie Brienen on courage, freedom and success 58A NEW ICON FOR SOUTH AFRICAIN THIS ISSUE

> Attractive and open to the world> 24/7 Customer focused service> Top-class business environment> 27,500 Hotel rooms> Exciting and charming city> 1,250 Restaurants> Rich cultural program> 106 Theatres and museums> Lively night lifeYOU'RE AN ORGANISER. CREATE AN IMPACT WITH YOUR EVENT.PLANNING, MARKETING AND OPERATIONS ARE KEY PRINCIPLES REQUIRED TO REACH YOUR GOALS. HOWEVER, TO ACHIEVE ASSURED SUCCESS YOU NEED TO ADD REAL VALUE. TAKE A STEP FORWARD AND RAISE YOUR EVENT TO THE NEXT LEVEL.AMSTERDAM RAI CONVENTION CENTRE. WE WELCOME YOU TO OUR CITY.SUCCESS FORMULA FOR A GREATER IMPACTADDED VALUE > HOSPITALITYContact us for more information at +31 20 549 12 12, welcome@rai.nl or visit www.rai.nl