Logistics
Logistical challenges and how best to work together to find solutions for tomorrow
EW explores some of the issues affecting the current state of the exhibition logistics sector, with key players explaining the trends and challenges
The Gulf exhibition elephant in the room Perhaps the biggest challenge on the international logistics market, in general, including the part of it serving trade fairs, is continuing uncertainty in the Gulf region and its effect on transport.
In addition to extreme cost increase, the conflict around Iran is causing deep market uncertainty, leading to further cancellations and postponements of regional exhibitions and events.
Major aviation hubs and seaports in the Middle East are considered unsafe, and many exhibitors and visitors from Asia are avoiding connecting travel to Europe and the USA also. Their absence as exhibitors means less freight from Asia to Europe and the USA.
While the International Exhibition Logistics Association( IELA) says it is addressing these logistical barriers through proactive risk management and alternative routes, nevertheless there is significant damage to the expectation and profitability of the exhibition market.
Pedro Magalhães, CEO of Europalco, the largest provider of solutions for events and shows in Southern Europe, says the impact from the situation in the Gulf is primarily being felt in general cost volatility and the unpredictability of global timelines. He says his company is mitigating this scenario through much more rigorous planning.“ We focus on maximising cargo optimisation and smart travel management, ensuring that logistical
Left: Aligning timelines, transport solutions and budgets with current market conditions is essential for building event success and reducing risk efficiency on the ground compensates for any external market instability.” In North America, Jacqueline Russo, director customs brokerage, senior consultant, Baker Logistics Consulting, Inc., says Maersk lines has made a number of cancellations for landside loadings and alternatives for transportation to and from the major Middle Eastern ports.
“ Most of the logistics operators have added significant fuel surcharges and essentially‘ conflict-based’ fees due to the extreme measures these companies have had to navigate,” she says.
“ Concurrently, any cargo from the Middle East to the US for exhibitions must ship a significant amount of time in advance or not make it to the show. Often exhibitors from the Middle East have distribution in Europe and are able to move goods from those warehouse facilities,” she adds.
Overall, the current situation for fairs and events, perhaps, says sector specialists DSV, reflects less a trend towards cancellations and more a shift towards postponements: projects remain in place, but timelines are adjusted or formats adapted.
“ A key success factor in this environment,” DSV notes,“ is transparent and continuous communication with all stakeholders. Aligning timelines, transport solutions and budgets with current market conditions, while building in appropriate buffers, is essential to reduce risk and minimise lastminute disruption.”
Harnessing AI IELA says it is using AI to optimise transport routes in real time to reduce traffic delays across all modes of transport.“ Automated on-site logistics tools such as slot management and resource management,” IELA says,“ reduce unnecessary empty runs and lower costs, while in operational processing, intelligent chatbots handle communication with exhibitors around the clock.”
28 Issue 3 2026 www. exhibitionworld. co. uk