Going local in Central Europe
Although Covid is still dealing the cards , says Warsaw-based exhibitions business consultant Żaneta Berus , the 2022 trade fair data in central and eastern Europe prompt insights into how business may shape up this year
he MICE industry is
T probably the most pandemic-hit industry in the world when it comes to changes related to the ability to function normally , to meet and conduct normal business related promotions . Much of that business usually took place and takes place at trade fairs or during B2B meetings .
The governments of all countries have many challenges related to healthcare and ensuring its normal functioning . They are not eager to close down entire economies and finance the closure of hundreds or thousands of bigger and smaller companies connected with trade fairs and events .
Looking at the statistics of planned trade fairs for 2022 , as presented by Paris-based exhibitions data portal Eventseye , one can see that the markets are open at least theoretically although the situation can drive you crazy . Why ‘ theoretically ’, you may ask ? Well , because some countries still apply so many restrictions related to travelling that they are actually scaring off many intrepid types willing to exhibit or just visit . These difficulties are also mentioned in a statement by Andrzej Mochoń , president of Poland ’ s Kielce Trade Fair , who is predicting a rather weak year with much travelling postponed again .
The Eventseye list shows as many as 290 events planned in Poland , with the capital city leading the way with 83 events , followed by Poznań with 78 , then Kielce with 57 , and then a bit of a gap to Kraków with 17 events and Gdańsk with 15 . However , it can already be seen that many organisers are planning to postpone original dates or rather counting on the local dimension of the event than the international one .
The first 2022 ‘ trend ’ I notice here is emerging . Many events in Poland must abandon international
Below : Żaneta a Berus pavilions and focus on the local character of fairs with a view to the region or , at most , a national scale . This opinion is shared by Ewa Woch – president of Targi w Krakowie ( Krakow Trade Fair ), who observes this very trend of localisation breaking through above others “ in her own backyard ”.
Exception to the rule : scientific and government conferences Scientific congresses and accompanying exhibitions can be an exception , as these are specialised events , often combined with scientific certificates or points for participation . Here , therefore , the pandemic is having less of an impact and the same can be observed for large gatherings organised on behalf of government institutions and international organisations .
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42 Issue 1 2022 www . exhibitionworld . co . uk