Print PageExhibition industry anticipates strong future
The exhibition sector is in good health, according to a just released survey of the industry.More than half of the exhibitions and events covered in the survey had grown when compared to the previous time they were staged. Exhibition organisers and others in the industry are also looking forward to a strong future, despite having short-term concerns about the general economy.
Of longer-term concern is the lack of exhibition venues, seen as an ongoing challenge to the industry.
The survey covered exhibition organisers (40% of respondents), venues
(27%) and suppliers (60%). The figures add up to more than 100% because some respondents identified themselves as being in more than one category. The survey covered events in the 12-month period ending 30 April 2008. It was conducted by Angus and Associates on behalf of the New Zealand chapter of the Exhibition and Events Association of Australasia.
There were a total of 49 respondents, with 45 included in the final analysis – 88% of EEAA members in New Zealand responded. Of the 45 companies in the survey, 23 were EEAA members, 22 were others identified as being key players in the exhibition industry.
Carolyn Parker, senior product manager for Angus and Associates, says the state of the economy at present was of considerable concern to those surveyed.
“They felt that consumers would have less disposable income for attendance fees and to spend while at the exhibition. There was also a feeling that exhibitors may find it difficult to find money to take part.
“However, the concern seemed confined to the short-term, with most of those in the survey saying they are still positive about the long-term.”
Overall, respondents feel the future outlook is positive – though they tended to rate their own performance more highly than that of the industry as a whole. Parker says 51% felt their activity would increase in the next 12 months and 40% felt it would stay the same. This compares with 22% feeling that exhibition activity would increase industry-wide and 71% feeling that it would remain the same. Either way, less than 10% of respondents are anticipating either themselves or the industry will go backwards.
Dona White, president of the New Zealand chapter of the EEAA, says the research will be of vital importance to the industry.
“Obviously we see this year’s survey as a starting point, but for the first time we have firm data to present to politicians, venue developers, educators and others.”
She says the findings regarding the need for more custom-built venues and also respondents’ views on education in the sector, will give EEAA pointers on where its efforts should be targeted in the year ahead.