To exhibit in Europe makes nowadays much economic sense. It looks like the global economy is moving again towards a new paradigm shift. During the last few years many export minded international companies had put a strong focus on the Asian markets to expand their international business. “CHINA” was the magic word when dreaming about a prosperous business future.
Actually there are strong indications that the big Chinese party is already over, at least for the next time. During the last few months many foreign investors on the Chinese market have already lost their faith and trust into a continuing Chinese market boom, quite a few have already additionally lost larger amounts of their invested funds.
Exhibit in Europe – a smart strategy
In many foreigners’ minds the term “Europe” is still primarily related to economic crisis, dying markets and political instability. In reality the opposite is true for major leading European countries. The German and British economy is booming for major branches, many other Northern European countries like the Netherlands, Poland, Denmark, Sweden and Norway show a strong economic standing.
To exhibit in Europe costs far less than in Northern America. The cost reduction should be between 30 and 70%, depending on the type of stand design, the country and the chosen exhibit house. But on the other side the space rental fees can come out significantly higher than in the US, strongly depending on industry branch, show organizer and country.
The main reason for these dramatic cost differences are the much lower cost of labour in Europe. And this results from the fact that European labour unions do not control at all any trade show venues and exhibit house production facilities.
Exhibit in Europe – facts on the table
Here are at first some facts from UFI: Globally there are approx. 31,000 exhibitions per year corresponding to 124 million sqm of total net exhibition space rented and where 4.4 million exhibiting companies welcomed 260 million visitors.
496 venues of worldwide 1,200 are located in Europe providing 15.6 million sqm of exhibition space (=48%). 12 of the 15 worldwide largest venues (> 200,000 sqm hall space) are located in Europe. UFI has estimated that in 2012 European venues had 37% of the globally rented indoor space, North America 38% and Asia/Pacific 17%.
Those figures show clearly that the European trade show market is worldwide still the most important region for international exhibitions – despite all discussions about economic slowdown and country crisis -. And you should try all to gain your personal share of this immense market potential!
These are the leading major European trade show countries worth to exhibit:
Unfortunately there are actually no comparable published UK data available.
How to find the most profitable European trade shows?
The show organizer sales teams will, of course, paint their shows in the most shiny and brilliant colours. Don’t take everything for granted which you will read in their brochures. You should try to crosscheck all mentioned key figures with reliable neutral publications. The most important are
Euro Fair Statistics 2015 by UFI, covering 2,420 trade shows in 23 European countries
FKM Report 2015, covering 182 international German trade shows.
Both publications provide you comprehensive audited and certified data are a solid basis for your search process.