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Like migrating herds, the industry is constantly moving en masse to global grazing patches more commonly known as trade shows. With so many shows, the dust barely has time to settle before the herd moves on in its relentless search for new pastures.

Exhibitors lift their heads and sniff the air for new buyers, and buyers prick up their ears for new product or old product reborn. Some are galloping along, others do a weary shuffle to the next trade show as they rub their bleary eyes and ask, “what day is it?”, “am I in Frankfurt or Melbourne?”. Yet the industry seems to thrive on them.

With the timing of IMEX and AIME this year virtually back-to-back, it was a task to challenge the stamina of the sturdiest trade show veterans. Many rolled off the plane from IMEX in Germany, girded their loins, and strode bravely once more into the breach, through the doors of the MECC to AIME in Melbourne.

And it’s not just the exhibitors, all smiles and charm, brochures and questions, darting eyes over your shoulder. Take pity on the hosted buyer, rushing from the airport to hospitality events and site tours, late nights, early morning sessions, and a full dance card of appointments. They stagger around the aisles looking punch-drunk on the last day, wheeling their trolleys or bending under the weight of backpacks.

But what am I saying? Trade shows are our lifeblood. Truly a gathering force, these trade shows represent the largest grouping of our global industry under one roof, far outweighing most industry conferences. The air virtually hums with business talk, gossip and deals. If there is a glimmer of blue sky in the program, it soon clouds with a meeting, a quick tour, a snatched talk over a drink, a roundtable session, or maybe a forum.

No-one knows the meetings and incentives trade show business better than veteran Ray Bloom. He all but invented it with the establishment of EIBTM in Geneva back in 1988. Then he retired, selling his flagship show to Reed Travel Exhibitions, only to pop up again as soon as non-compete had expired. You can’t keep him down, which is proof positive that size doesn’t matter, as the diminutive dynamic Mr Bloom blazed back to create a competing show, IMEX, four years ago.

Good heavens, cried the herd ... what is going on? Another major trade show? And in Europe, Germany, so close to Geneva? How will we choose? Old relationships were called in; business ties sorely tested. Hands wrung nervously. Only one will survive. Which one to back? Perhaps both in the first year?

Four years on and the hardy Bloom has taken a 10,700sqm show in 2003 to one of 16,500sqm in 2006. Not bad. He has even reclaimed his old time slot. Yet it hasn’t proved to be one show surviving at the expense of another. EIBTM continues to flourish, albeit in a new location, Barcelona, and with a different time-frame, moving from May to November. It has the weight of an established show and heavyweight Reed behind it - this show will not be daunted.

But you have to hand it to Ray Bloom. With the help of the German Convention Bureau IMEX is an impressive gathering.
Granted the industry is currently very strong and this is evident by the growth in industry trade shows, the expansion of space and new entrants to the field, especially from the Middle East and Eastern European countries. A major shakedown is likely with any sharp downturn in the industry. But for the moment, business is booming.

All the tried and true methods are used, with some new twists and some new branding, in IMEX’s case attaching the term “New Vision” to its special initiatives:
“Association Day”: a pre-show education day for the association hosted buyers which was oversubscribed this year with 250 buyers and allowed for some valuable networking in the roundtable sessions. Later, the buyers joined hundreds of ICCA sellers at a casual dinner reception which proved a rich pasture of old and new contacts for those willing to work the room.

Technology: any industry trade show worth its salt nowadays includes something on technology. IMEX is no different. It has a “Technology Tap” section which included an Australian company, Turningpoint Solutions. In addition, an “IT Lab” was held during its association day. Competitor EIBTM also does this especially well, with the aid of technology whiz Corbin Ball and a special award for new technology.

Association endorsements: what would trade shows be without them. Industry associations such as ICCA, MPI, SITE and the like unabashedly strike endorsement deals with a host of similar trade shows. All the associations have the requisite trade booth, some of which look a little plain and understaffed. This year the Professional Development Pavilion, sponsored by CIC, added depth to the IMEX show, as various industry speakers talked about education and certification.

VIP Forums: Bloom pioneered a Politicians’ Forum. No one could dispute this man’s genuine interest in the welfare of the industry. IMEX hosts politicians from around the EU so the industry leaders can argue their case and hear political responses. This year 38 leaders joined 22 politicians. It was very ably moderated by Michael Hirst, OBE, Chairman of the Business Tourism Partnership, UK. Although the content is all too familiar, it is a worthy exercise nevertheless and one The Business Events Council of Australia (BECA) hopes to develop in Australia with the help of AIME and MCMB. Case studies from Finland, Vancouver and Canada demonstrated the value of the industry to the broader community, along with solid presentations from Barbara Maple, President of JMIC and Tom Hulton, IMEX’s director of international relations. For those interested, a full report is available on IMEX’s website.

EIBTM has a different VIP tool in its own armory: a CEOs leaders’ forum, and intends to produce white papers from these meetings.
The Young Ones: IMEX and EIBTM both support young professionals through special forums attached to the trade shows.
Research: One of the most valuable services offered to the industry by both IMEX and EIBTM, at no cost, is the research. Research reports are offered online to all and sundry and industry professionals would be mad not to take advantage of this generous wealth of information. For instance IMEX reports currently online include: Space Travel and Medical Tourism, IMEX Quarterly Barometer; and IMEX Meetings Industry Outlook. EIBTM has an excellent report on Industry Trends and Market Share 2005, which should be required reading.

There were additional offerings at IMEX ‘06 including support for the environment via green meetings/exhibition awards, a marketing clinic, a women’s forum, and a “pampering zone” which must have been nirvana to the weary buyer.

What does it mean for hosted buyers?
A lot. The opportunities afforded the hosted buyers are plentiful and valuable. Information is the most obvious one – information via the education sessions and the show itself. Updates, new product, contacts, networking with peers, negotiations, tips on deals and trends, all face-to-face, and all under one roof. And all gratis for the hosted buyer. Smart buyers plan ahead and know just what they need to achieve during a hectic three days.

While there is always an issue regarding non-genuine buyers slipping through the system, and hosted buyers are not unreasonably expected to turn up to appointments and social commitments, they are very well looked after. Many, especially the long haul ones from places such as Australia, form part of a hosted buyer group and do site visits on the way. Leila Fielder took her group via Dubai and London and is known to be an excellent co-host with her overseas clients.

Other buyers prefer not to be obligated and turn up as non-hosted trade visitors, free to roam the show at will. But for new industry entrants, or the organisers on tight budgets, especially many of the association buyers, these hosted buyer programs offer an ideal way to stay in touch with the industry.

If anyone is in any doubt about the strength and size of our industry, IMEX will dispel them. And if you want to keep up with what’s going on, and the competition Australia is facing, a trade show like IMEX is a must.

Aviation underlies destination success
Can there be a greater aviation success story in the last decade than Emirates? Starting in 1987 with one aircraft flying from Dubai to Kuwait, this Middle Eastern carrier is determined to dominate the skies with its fleet of 80 planes flying to 80 destinations. There’s more on the way: Emirates holds the record for the largest order of new planes ever placed: 45 A380 airbuses.

Already number four in the world, the carrier ambitiously aims to be number one. It has plans to make Dubai a major international hub. A massive new Emirates terminal, due to open next year, will ease the already evident pressure on this busy airport, as temporary lounges in the old terminal have been erected to cope with rapidly increasing traffic. This strength flows through to the business events market. Air accessibility coupled with large UAE and private funding, has seen Dubai flourish as an events destination. Hotel occupancies are around an enviable 80 – 90 per cent. There’s talk of a correction, but no sign of it yet as thousands more rooms are planned.

There are extraordinary themed parks, including the surreal Ski Dubai! The convention and exhibition centre opened in 2003 and is already planning an expansion to 120,000sqm of exhibit space by 2009 to accommodate the plethora of new trade shows. Government incentives to encourage businesses into Dubai add further weight to the destination. It makes for a remarkable case study.

*The writer flew Emirates to Frankfurt on an industry fare.

How many Aussies at IMEX?
• 30 exhibiting companies (included five convention centres and six convention bureaux, plus specific suppliers)
• 18 hosted buyers
• 12 trade show visitors

The Aussie Stand?
There was mixed industry feedback to the Australian stand, featuring a gradually-created aboriginal painting over the few days of the show, which obviously looked a little light on at the start. Some delicious Aussie ice-cream giveaways hit the spot. The rather predictable kangaroo-costumed spruiker added noise. Definitely not as sleek and sophisticated as some of the others, especially the gleaming Middle Eastern booths. Some felt the Australian stand lacked pizazz and was pitched more at the traditional leisure market rather than creating a clever marketing angle for the business event sector. Others felt the booth design needed improvement to allow easier access into the stand. One industry wag remarked on the booth size: “The Namibia booth was bigger than the Aussie one – I kid you not!”.

The first half of 2006 has seen Team Australia activities rolled out across the globe to boost Australia’s profile and to secure future incentive and corporate meeting business. Team Australia, the cooperative venture between Tourism Australia and participating members of the Association of Australian Convention Bureaux (AACB), has been active in promoting Australia as a business events destination in key markets. The primary focus of Team Australia is to identify additional opportunities that can expand the business events market for Australia.

Four Team Australia initiatives have been successfully undertaken in 2006 starting with the inaugural Team Australia China Mission, which was held in February 2006. Seven convention bureaux met with approximately 50 corporate end users and agents, in both Shanghai and Beijing.

This was followed by the eighth Team Australia Business Events Educational (TABEE), held in Bangkok in late February 2006. Around 90 qualified Asian buyers from 10 countries, including corporate end users, travel agents and incentive meeting planners met with 46 Australian seller companies.

The third Team Australia UK/Europe event was held in April 2006, and attracted over 70 buyers, from the United Kingdom, France, Germany and Belgium. The program was themed, ‘Taste of Australia’. Buyers experienced a cooking demonstration from top celebrity chefs, Antony Worrall Thompson and David Selex, participated in a team-building cooking exercise and enjoyed a five-course gourmet meal.

The second Team Australia North America event was held in San Francisco in May 2006. Over 40 of America and Canada’s meeting and incentive buyers were invited to participate in two days of appointments and breakout sessions including a do-it-yourself aboriginal art lesson, speakers and an Australian BBQ.

Tourism Australia looks forward to working with the convention and visitors bureaux on future Team Australia projects.