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An In-Depth Analysis of the Status of the World’s Meetings Industry Trade Shows in 2014

With the rapid globalization of the meetings industry, specialized industrial exhibitions in meetings are registering steady growth both in quantity and quality, while such exhibitions are received as the representative marketing tools for meetings industry and channels that provide important opportunities to check the global market trends. So, for this issue, we have selected ten major meeting industry trade shows representing different continents and see what market opportunities the exhibitions present.

Europe ① [EIBTM] Reed Exhibitions IBTM A Flagship Event in Reed Exhibitions IBTM

A Global Exhibition that Focuses on European Market
Marking its 27th anniversary in 2014, Barcelona-based EIBTM (Europe Incentives, Business Travel & Meetings Expo), which is meeting hosted and operated by Reed Exhibitions, a major global exhibition company, is part of IBTM (Incentives, Business Travel & Meetings Expo), a meeting industry trade show held by Reed in different parts of the world. EIBTM, which at once aims to serve as a global exhibition and focuses on the European market, provides a platform for connecting sellers and buyers who lead the global meetings market. The purpose of holding exhibitions is to create new business with program for invited buyers. As Reed’s flagship in IBTM series, EIBTM is a truly global exhibition with 100 worldwide corporate participants, thus established as the event leading Europe’s meetings industry.

Held with a Size of 42,951㎡ at Fira Gran Via Barcelona, Spain’s Leading Exhibition Venue
According to 2012 exhibition performance report, 2012 EIBTM was held at Fira Gran Via Barcelona, dubbed the mecca of the exhibition industry based in Barcelona, Spain, and the space used was the largest exhibition hall with a size of 42,951㎡. As a major exhibition facility in Spain that accommodates every year big events like Barcelona International Boat Show, Fira Gran Via Barcelona is registering continuous growth with the financial support from the government and currently operates an indoor exhibition space of 240,000㎡.

Average On-Site Contract Worth 378,162 Euros and Average Concluded Contract Worth 404,403 Euros
The average price of the contracts signed on the site during the 3-day period of EIBTM was 378,162 euros (547,300,000 won), while the average price for the contracts concluded through participation in 2012 EIBTM was 404,403 euros (585,280,000 won).

Buyers Invited Mainly from EU Members in West Europe
2012 EIBTM was successfully held with 3,165 exhibitors participating from all parts of the world. 8,830 viewers visited Barcelona from 84 countries to see EIBTM, of whom 4,053 persons were invited buyers and 4,041 persons were buyers. Of the invited buyers, those from EU took up the absolute majority with 70.7% which as followed by the buyers from non-EU European states at 13.0%. Meanwhile, buyers from Asian countries registered a relatively minor portion of 3.2%. Among the buyers from the European countries, those from the UK and Ireland accounted for the largest portion of 13.8%, with those from Germany recorded at 11.4% and those from Benelux at 9.7%. Besides, Spanish buyers accounted for only 5.1% of the entire invited buyer population.

Main Market for the Organizations Represented by EIBTM’s Invited Buyers is Europe
By industrial group, the exhibition seems to have moved its focus from international conferences to events, incentive products operators, companies and travel agencies. The analysis that figured out the main market in the survey (allowing multiple choices) of the buyers invited to 2012 EIBTM showed that for events and meetings industry, 71.3% of the respondents cited Northern Europe and Western Europe and 62.0% chose regions in Southern Europe and the Mediterranean, while 58.8% pinpointed Central Europe and Eastern Europe, thus an overwhelming majority of the corporations targeting the European market. Meanwhile, only 16% of the respondents chose Asia as their main market. For their targeted market by business category, 66.2% of the respondents chose hotel and 52.7% chose conference and meeting facilities, while 51.2% chose destination management services.

MICE Events_EIBTM 세계최초의 초청바이어 프로그램 도입


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