Geocloning
This philosophy aligns strongly with the RAI’ s position in specialised markets. By focusing on niche domains where innovation and sustainability thrive, RAI says it aims to add value at multiple levels – from individual professional advancement to broader societal development.
Ambition 2028 A major pillar of RAI’ s long term focus is the ambition to become one of the most competitive venue owned organisers worldwide by 2028. Achieving this requires growth on multiple fronts: developing new business models that extend beyond traditional event cycles and launching new events, geoclones, and brands in markets with strong potential.
The goal: 25 % revenue growth in five years.“ This is not just about scaling,” Van der Sluis emphasises.“ It’ s about intelligent, sustainable growth, guided by data, customer needs, and global opportunity.”
Geoclone and meeting the challenges International expansion is another cornerstone of the RAI strategy. The organisation is already active in multiple global cities – and more are on the horizon. Launching events abroad requires rigorous market checks, and RAI has learned from recent experiences.“ International growth is never straightforward,” Van der Sluis admits.“ We’ ve walked away from opportunities due to market shifts, strategy misalignment, or simply being outbid. But each experience strengthens our approach and clarifies where our value truly lies.”
And how does Van der Sluis view the challenges on today’ s market?
“ As RAI Amsterdam, we continue to actively explore new destinations for our international markets. In doing so, we constantly look for opportunities to collaborate with strong local partners. This creates exciting prospects, but it also comes with challenges: these types of partnerships do not always happen
naturally, require perseverance and trust, and sometimes simply don’ t work out. Organising events abroad is also fundamentally different from doing so in the Netherlands.
“ The cultural differences we encounter in countries such as Mexico or China are significant. It requires flexibility, an open mindset, and a willingness to learn from different ways of working. A concrete example is how differently people perceive the moment an exhibitor is considered‘ truly’ on the show floor. In the Netherlands, we see the signing of a contract as the starting point; in China, this is only the case once an exhibitor has actually paid. It may seem like a small detail, but in practice it makes a world of difference.
“ In Amsterdam, we are used to working from a full-service venue. That is unique and certainly not common everywhere. Collaborating with local teams abroad is incredibly educational, but it also introduces complexity. Setting up an event there requires a very different division of roles, different expectations, and
sometimes a different interpretation of quality and service.”
Van der Sluis stresses one enduring strengths of his organisation is its deep knowledge of the markets in which it operates.
“ In Amsterdam, we fully own these titles and know exactly how to deliver these events. But when we work with international teams to organise the same titles abroad, a new dynamic emerges.
“ In China, where we have our own RAI China office with 54 employees, we organise our shows together with our team in Amsterdam. This collaboration is inspiring and valuable, but at the same time it demands careful attention to cultural differences, communication, and respecting each other’ s habits and ways of working. It is precisely this combination of opportunities and challenges that makes our international work so fascinating. It opens doors to new markets, new relationships, and new insights – and it strengthens us as an organisation every single day.”
The purpose-driven road ahead As the exhibitions world navigates technological change, sustainability demands, and shifting customer expectations, RAI Amsterdam says it is embracing the moment. Through global expansion, strategic innovation, and deep market alignment, the organisation is building a future where exhibitions are more relevant, impactful, and connected than ever.
“ We are not just planning for growth, we are planning for meaningful growth,” concludes Van der Sluis.“ By focusing on innovation, collaboration, and customer value, we are positioning the RAI and our communities for long-term success. That is our commitment, and that is our direction.”
With this ambitious roadmap, RAI Amsterdam is clearly up for the challenge of shaping the next era of global exhibitions – purposefully, and with progress at its core. EW www. exhibitionworld. co. uk Issue 2 2026 43