of 1% from 2001 to 2007. Spend is ex- pected to increase through 2015 as the industry recovers from recession, but trade shows are forecasted to lose share of overall marketing budgets (from 36% in 2005 to 30% in 2015). No surprise, online channels are predicted to pick up most of the lost ground. "Te implication is that in mature
markets, a strategy based solely upon sale of square feet carries long-term risks," said Rankine. "Whether revenues are generated at-show or off-site, show producers will need to increase their share of non-stand revenues." To offset these slower growth rates,
Rankine said major show producers are increasingly focusing on a two-prong
growth strategy — one for mature mar- kets and one for emerging markets. Tere's no doubt that China and Brazil
continue to be the most attractive emerg- ing markets. But with competition high in these markets, show organizers are looking to invest in second-tier markets, including Turkey, Gulf Cooperation Council (GCC) countries (Bahrain, Saudi Arabia, United Arab Emirates, Kuwait, Oman and Qatar), India and Mexico (see sidebar on p. 44). "In addition, organizers are exploring third-tier markets, such as Indonesia, Vietnam, Malaysia, Nigeria and Tailand," said Rankine.
Reach Denzil at +44 20 7534 3600 or denzil.rankine@amrinternational.com
www.TradeShowExecutive.com | May 2012 45
TIME VISITOR