Geocloning
RAI Amsterdam connecting to the global growth superhighway fast-lane
RAI Amsterdam COO, Maurits Van der Sluis talks geocloning and the venue-organiser’ s strategy to be an even bigger global player by 2028.
n an era where the
I exhibition and events industry is redefining its value, RAI Amsterdam is taking bold steps to strengthen its position as a leading venue owned organiser. With an ambitious strategy running through 2028, the organisation is transforming its business model, expanding globally, and innovating both on site and year round. At the centre of this transformation stands Maurits van der Sluis, COO of RAI Amsterdam, who shares here how the RAI is reshaping its future and the broader events landscape.
According to Van der Sluis, RAI’ s mission is about creating a collaborative ecosystem.“ Our role is to bridge government, academic institutions, and corporate stakeholders,” he explains.“ When we connect the right players, we create real innovation and tangible progress for society.”
A growing trade show portfolio RAI Amsterdam has been expanding its international presence for decades, with a clear acceleration since 2008. Driven by an entrepreneurial strategy, RAI develops its own exhibition show brands in collaboration with strong
Above: Maurits Van der Sluis local partners or independently, depending on the market. Now, with its sights firmly set on the international scene, RAI is intent on not only increasing its reach and network but also strengthening the brand value of its titles.
Aquatech is a prime example of this approach, with successful editions in China and Mexico. This year RAI Amsterdam launches Aquatech in Southeast Asia. From 25 to 27 November 2026, the new international trade show for water technology, Aquatech Asia will take place for the first time in Bangkok. Collaboration with the Dutch government and key sectors plays a key role in this strategy. By positioning Dutch expertise globally, RAI contributes to sustainable transitions, export growth, and the increased impact of its events both in Amsterdam and abroad.
RAI Amsterdam is also expanding its GreenTech portfolio with a new trade show Stateside: GreenTech North America. This inaugural edition will take place 23-24 September, 2026, at the Pennsylvania Convention Center in Philadelphia. This edition will focus on sustainable and high-tech horticultural solutions for the American and Canadian markets.
From green tech to green lights: Intertraffic announced its expansion into Southeast Asia with the launch of Intertraffic Asia, marking a significant milestone in that brand’ s global growth. The new event will be held in Bangkok, 28-30 April 2027, and is a response to the region’ s rapidly growing demand for smart, safe, and sustainable mobility solutions.
Intertraffic Asia joins the established Intertraffic portfolio, alongside flagship events in Amsterdam, Mexico, and China, further strengthening the show brand’ s role as a global platform for mobility technology and innovation. The event was officially launched to the market on 11 March 2026 during Intertraffic Amsterdam.
42 Issue 2 2026 www. exhibitionworld. co. uk