Viewpoint
Exhibitions
continue to deliver
and show resilience
Despite global economic headwinds as we
head into 2020, the exhibitions industry
continues steady growth across regions and
industries, says Charlie McCurdy, President
& CEO of Informa Markets
arge and market-defining trade exhibitions
tend to be quite resilient in their performance
through economic cycles, as evidenced by
significant growth in the event space this past
year. That comes despite global economic uncertainties
including trade wars and political disruptions, which have
negatively impacted businesses across many industries.
Specifically, we are seeing some notable trends that
support growth in the events space in emerging markets, as
well as vertical industries such as health and nutrition, and
beauty and cosmetics.
Emerging regions for growth
The most significant growth areas we see are in the Middle
East and Africa. Dubai, Egypt, Saudi Arabia and Bahrain are
promising emerging markets for the trade show industry.
UFI data shows that the industry is optimistic about activity
in the Middle East and Africa, despite concerns such as
dependence on natural resources for economic growth and
regional political conflict.
Dubai, for example, is very much at the forefront in the
development of the exhibitions market in the Middle East.
It is projected that there will be 500,000 new jobs and over
2,000 new civil structures built in the city in the next several
years to support the exhibitions industry. In addition,
Dubai’s economy continues to experience sustained growth
from sectors such as tourism, finance and IT, thereby
driving the nation’s economic diversification.
We are also optimistic about Saudi Arabia and Bahrain
as destinations for events. The success of new launches or
geo-adaptation of events in these countries is dependent
on the expertise of organisers in these regions to effectively
market the events to attendees, which requires a deep
understanding of regional cultures.
As these countries diversify their economies away from
oil into other sectors, such as fintech and manufacturing,
changes in the profile of shows in this part of the world are
expected to follow suit. Overall, the exhibitions industry
in these regions continues to deliver unmatched targeted
visibility to key industrial and commercial sectors by
helping them connect with potential customers and reach
w w w.exhibitionworld.co.uk
their growth targets.
Lastly, Africa is an emerging
market for the worldwide business
community and the events industry is
no exception.
Notably, the Egyptian tradeshow
market is expanding and greater
diversification of events is taking place
as a result.
Considered a small market for the
industry, South Africa is becoming
increasingly popular in hosting
major events in sectors where
they are known for their expertise,
including the automotive, chemical,
pharmaceutical, agri-processing,
electronics and biofuels sectors. With
more government support of business
events over the last couple of years
and organisers looking to showcase
events in these areas of expertise
among an international audience,
we see increased opportunities for
networking and growth in this market
in the coming years.
Continued growth markets
Broadening the scope of our events
by expanding verticals into different
regions, to help buyers and sellers
develop meaningful connections
globally, has always been part of our
strategy. We have increasingly noticed
established events in certain verticals
launching in areas such as the Middle
East and Africa recently, and we see
this trend continuing and becoming
a significant driver of revenue for the
exhibitions industry.
One sector where we see continued
opportunities for growth globally
is the health and nutrition space,
which incorporates everything
from natural and organic food, to
nutritional ingredients. Worldwide,
more consumers are looking to live
a healthier lifestyle and the events
industry is bringing together a global
network of information to support this
trend. Similarly, the global beauty and
cosmetics industry has been resilient
even when the world economy has
dipped. Today, the global beauty
industry is a US$532bn business
and projections see the potential for
growth to reach or exceed $800bn
by 2025. We expect to continue to
see established shows in significant
beauty markets like the US and China
launching in emerging markets and
bringing together brands, buyers and
manufacturers to share expertise and
knowledge.
The world will continue to
face economic challenges, but
the exhibitions industry remains
resilient. It continues to help build
markets in affected regions, enabling
companies in those areas to trade,
innovate and grow, and facilitating
customer connections. We can ensure
businesses flourish.
Pictured: Charlie McCurdy,
President & CEO of Informa
Markets
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