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tel:+44 (0)20 8971 8282fax:+44 (0)20 8971 8283email:info@mashmedia.netUFI:Lili Eigl tel:+33 (0) 1 42 67 99 12Exhibition Worldis published by Mash Media,Faraday House, 39 Thornton Road,Wimbledon, London SW19 4NQ.Views expressed are not necessarily those ofthe publishers. No part of this publication maybe reproduced without the express writtenpermission of the publishers.Printed by Gemini Press.Exhibition World | ContentsTHE MAGAZINE FOR THE GLOBAL EXHIBITION COMMUNITY WWW.EXHIBITION-WORLD.NET3UFI- The Global Association of theExhibition Industry promotes,represents and serves the interestsof the world's leading showorganisers, fairground owners andoperators, major national and inter national associations of theexhibition industry and industrypartners. As a non-political andnon-profit organisation, UFI's maingoal is to serve the exhibitionindustry worldwide and toemphasise its unique marketingcharacteristics for the developmentof world trade.Present on six continents, in 83countries, UFI is a unique andneutral forum for dialogue dedicatedto all professionals involved in thetrade fair business. Serving theexhibition industry since 1925, UFIapplies its professional experienceand renown to providing itsmembers and the industry with theextensive know-how required tomeet the challenges of ever-changing needs.Being a member of UFI is a proofof quality and internationalrecognition. Over 4,500 trade fairsand exhibitions are organised by itsmembers. More than 700 of theseare international exhibitions, app roved by UFI, based upon strictand exacting quality criteria,assuring excellent services for thebenefit of exhibitors and visitors.President:Manfred WutzlhoferUFI Managing Director:Paul Woodward UFI Communications Manager:Lili Eigl 35bis, rue Jouffroy-d'Abbans75017 ParisTel: +33 (0)1 42 67 99 12Fax: +33 (0)1 42 27 19 29Email:info@ufi.orgWebsite:www.ufi.orgUFI Asia/Pacific Regional Office:1101 Wilson House,19-27 Wyndham Street,Central, Hong Kong, ChinaTel: (852) 2525 6129Fax: (852) 2525 6171Email:asia@ufi.orgUFI Middle East/Africa RegionalOfficePO Box 60833,11th floor, EIBFS bldg,Murur St,Abu Dhabi, UAETel: (971) (0)2 4101216Fax: (971) (0)2 4493101Email:mea@ufi.orgThe opinions and views expressedin Exhibition World do notnecessarily reflect UFI policy orposition.Contents051524NewsScandinavian skiesScandinavian countries band togetherto increase their profiles for exhibitions19Adapt or dieReed's Andrew Shanks and DiversifiedUK's Carsten Holm compare notes ondealing with the recessionA report from the annual AmprofecconferenceMexico's fresh approach33Photo galleryPictures from this year's CIBTM26Is the exhibition industry ready for RFIDtechnology?With us or against us?We've seen quite a fewcountries discovering thepotential that tradeshowsand exhibitions can bring toa region. The new tourism fair for theAmericas, FITA, whichopened its doors for the firsttime in Mexico City, showedthat Mexico is now takingbusiness tourism seriously.One of the event'sorganisers even used the fairto assert that in someregions, business eventsand tradeshows are pivotalto the speedy recovery of adestination hit by climaticdisaster. It's a key talking point forMexican trade fairassociation Amprofec, whowe talk to in this issue.In Scandinavia, Fairlink isattempting to evolve thelocal market too, in particularwith medium-sized shows inSweden and Finland. Withheightened awareness of thebenefits these events bring,and the investment requiredto attract the biginternational events, theregion is growing its offeringand providing a solution thatworks for today's organiser.On the venue side, we'veseen Ireland open its firstinternational convention andexhibition centre in Dublin,and Oman has appointed acompany to develop the firststage of its new exhibitioncentre. The choices available forinternational organisers areever-growing.Antony Reeve-CrookEditorarc@mashmedia.netwww.exhibition-world.netTwitter: ExhibitionWorldMANAGING EDITORNadia Cameronncameron@mashmedia.netEDITORAntony Reeve-Crookarc@mashmedia.netADVERTISING MANAGERAndrew Frenchafrench@mashmedia.netpublisher: Mark Brewster production:Luke Spalding, JustynaKochanska, Philippa Somerset| October 2010|News from around the exhibition world