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
page 37
page 38
page 39
page 40
page 41
page 42
page 43
page 44
page 45
page 46
page 47
page 48
page 49
page 50
page 51
page 52
page 53
page 54
page 55
page 56
page 57
page 58
page 59
page 60
page 61
page 62
page 63
page 64
page 65
page 66
page 67
page 68
page 69
page 70
page 71
page 72
page 73
page 74
page 75
page 76
page 77
page 78
page 79
page 80
page 81
page 82
page 83
page 84
page 85
page 86
page 87
page 88
page 89
page 90
page 91
page 92
page 93
page 94
page 95
page 96
page 97
page 98
page 99
page 100

HEAD-TO-HEADwww.exhibition-world.net Issue 8 | 201127THE INTERNATIONALSGIVEN THE WORD'S SIGNIFICANCE TO EXHIBITORS AND VISITORS, EW ASKS FOUR INDUSTRY FIGUREHEADS WHAT CONSTITUTES A TRULY INTERNATIONAL EXHIBITION AND WOULD WE BENEFIT FROM USING THE TERM MORE SPARINGLY? The idea of an international exhibition sits at the very heart of what UFI is about. Even when our 20 founding members came together in 1925 they were concerned the number of events branded 'international' was proliferating and that a benchmark needed to be set. People were travelling across Europe to international exhibitions that turned out to be nothing of the sort. The best clubbed together under UFI and still do today.Our standards and benchmarks have evolved across the years and, although relatively simple, still provide a robust test of what it means to be international. It can be overseas exhibitors (at least 10 per cent). It can be visitors from other countries (at least fi ve per cent). The most international events include both. These benchmarks are enshrined in UFI's globally recognised rules and in the more recent ISO 25639 standard.As multinational companies have evolved in recent years, identifying an international exhibitor has become more complicated. Siemens in China, for example, employs tens of thousands of local staff and typically participates in trade fairs there through its local subsidiary. Technically, we say that's not an international exhibitor. We also don't allow local agents or distributors representing overseas brands to claim they're international exhibitors.Why is it important? For the same reason it was in 1925. If you are promoting your business internationally and you decide to use an international exhibition, it is a serious investment for your company. You want to be certain that will be worthwhile. UFI's standards are well respected.EDWARD LIUMANAGING DIRECTOR CEMS, SINGAPOREPAUL WOODWARDMANAGING DIRECTORUFITHEO LINGMONTDIRECTOR INTL EXHIBITIONSAMSTERDAM RAI, HOLLANDMURRAY ELLISMANAGING DIRECTORNATIONAL BOAT SHOWS, UKPAUL WOODWARDMANAGING DIRECTORUFI

HEAD-TO-HEADIssue 8 | 2011 www.28exhibition-world.netThis is a very interesting topic as international shows represent a major share of our business. Several large international trade shows such as IBC, PLMA, Hortifair and IS Europe have chosen the RAI venue and the city of Amsterdam as their home base. Half the international events staged in our convention centre are organised by RAI Exhibitions. Moreover, we export a number of our brands into strategic markets around the world. Since we also have a large portfolio of national events, a clear and fair defi nition of national and international is of signifi cant importance.In general the share of foreign exhibitors at an international event is larger than the foreign visitor representation. This in itself makes sense as the time investment for a national visit is less demanding and often more staff of the same company or organisation will use the opportunity to see what's on offer. Our international events in general have a minimum of 40 per cent international visitor attendance and 60 per cent foreign exhibitors, which has become our personal standard. Some of our shows easily surpass these criteria. For example the Intertraffi c Amsterdam scope of international visitors is 64 per cent and of the exhibitors, 83 per cent come from abroad. Our regional spin-offs have a fair share of international exhibitor attendance but are obviously mainly targeting a national visitor audience.Indeed we see shows around the world label themselves international where only a very small percentage of attendance on both exhibitor and visitor level is from abroad. This is confusing and sometimes misleading for potential participants. We would welcome a clear defi nition with slightly more ambitious fi gures to give transparency to the market and boost the image of the sector.I would say an international show is dependent on two factors: The number of international exhibitors and the number of international visitors. I don't believe there is any particular rule to comply with and not really an exact list of boxes to tick to qualify as being an international show. Using the word international in the show title is also subjective and event organisers add it in for varying reasons. In the boat show market, a number of European shows don't tend to use the word international while those located in America, Australia and Asia appear to use it more. Continuing in the same market, organisers with new shows tend to use the word international more often than not. But long-running shows don't need to, nor do shows that already have a strong profi le. Some organisers also tend to use it as a labelling exercise. They think giving your show the tag of international infl ates its status and generates more gravitas but if your show is successful and strong enough, it doesn't need the label. I believe a show's reputation is more impactful than its title; plus you can't make a show feel international if it isn't, as it's not simply about the dressing.This is the rationale we've used with our Tullett Prebon London Boat Show and PSP Southampton Boat Show. Over the years we have used the word international but both are now very established events, in their 58th and 43rd years respectively.Certainly, the organiser's aspirations would have a lot to do with the attainment of such a vision.Personally, I think it would be helpful and useful for certain international standards to be clearly spelt out and embraced by all in the exhibition industry. Such standards would eliminate disputes and misunderstandings between organisers and participants (exhibitors and visitors) and help raise the aspirations of all involved. While organisers and participants have different aspirations and ways of doing things in Asia, Europe and North America, most of us desire participation from all over the world. But while the quantity might be present in many events, the quality might be in question.In Singapore, we generally defi ne an international show as an event that has at least 20 per cent international exhibitors and at least four per cent international visitors. This defi nition may not be universally accepted as different countries and associations have their own benchmarks for calling their exhibitions international.For a show to be called international, I would expect that the number of exhibitors and visitors would truly represent a cross section of countries from Asia, Europe and North America. At the same time, I would also expect the look and feel of the exhibition to be global and functional, exuding a business-like ambience and environment. EDWARD LIUMANAGING DIRECTOR CEMS, SINGAPORETHEO LINGMONTDIRECTOR INTL EXHIBITIONSAMSTERDAM RAI, HOLLANDMURRAY ELLISMANAGING DIRECTORNATIONAL BOAT SHOWS, UK