OPINION Manfred Wutzlhofer: Exhibition industry action points

The president of global exhibition industry association UFI outlines key areas that trade show organisers need to address during 2010 and beyond.

My term of office continues to be influenced by developments related to the global economic crisis, as well as by structural modifications to our exhibition business, changing demands by our customers, the fairs themselves and fair-related services. However, severe paradigm shifts in global priorities, especially in the area of environmental awareness, also affect us directly. For this reason, I feel that action is necessary in the following areas:

1. Regardless of today’s global shifts, it is clearly recognised that trade fairs and exhibitions are still of prime importance to the economy – and in some cases they are even more important than ever before. Especially in times of crisis, domestic and international economic partners need exhibition platforms to send positive signals to their strategic markets to launch innovative products, to discuss crisis management measures and using this knowledge respond quickly, flexibly and correctly.

2. When it comes to the quality of our exhibition venues and events, experience has shown that our customers' demands tend to increase dramatically, particularly during times of crisis. Marketing services that showcase the exhibitors' products and services to the greatest extent possible and the presence of as many high-quality visitors from appropriate target groups as possible are particularly important. Exhibition participants also expect to find the best possible service at the venues where the events are held.

This calls for the continuous, creative adaptation of exhibition concepts and the constant development of service quality. This in turn calls for highly qualified and  motivated employees. The exhibition industry belongs to the service sector and requires quality personnel with a constructive attitude for success and acceptance. For this reason, we must make sure that promoting and advancing the training and qualification of exhibition employees remain UFI's special responsibility and concern, now and in the future.

3. Taking environmental requirements into account and promoting them are global challenges and important tasks for everyone, including the exhibition industry. For the global events industry, it is imperative that our behaviour is as environmentally friendly as possible, and that we conserve resources. We must systematically promote the themes of environmental protection and sustainability when planning, organising and holding fairs and exhibitions.

Unique opportunity
When it comes to these three tasks – promoting fairs and exhibitions in the media, training and qualifying exhibition employees, and supporting environmental protection measures in the exhibition industry – UFI has the unique opportunity to develop and apply global standards and to provide this guidance to others. This is something that we should all be actively promoting, and I cordially invite all of you to join us and support us in this effort.

Above all, we want to further intensify our mutual communication and our joint gatherings. Unlike any other institution, the exhibition industry gives exhibiting companies platforms around the world where people can meet and exchange information and ideas to promote their commercial success, to improve the decision-making quality of their business partners, and to enable wonderful experiences with partners, customers and colleagues.

Manfred Wutzlhofer is UFI president and chairman and chief executive of Messe Munchen