2011 EVENT

                 “The tourism industry in India is a sunrise sector with several attractions like the heritage, culture, monuments, deserts, snow, mountains and valleys. But the only thing missing is a concerted effort to develop business tourism,” said the Hon’ble Minister of Tourism, Subodh Kant Sahai, inaugurating the Indian Exhibition Industry Association (IEIA) Open Seminar on March 25, 2011 at The Leela Kempinski, New Delhi. He felt that Exhibitions could be used to develop Business tourism.

Exhibitions are a part of MICE sector and its development depend upon having new and modern venues. This, according to the Minister, needs to be brought on the political agenda. He suggested on developing a PPP model for this and also invited IEIA to submit a proposal to the government highlighting the social and economic prospects of the industry. Assuring the association of his full support, the Minister called for recommendations that could be forwarded internally in the tourism as well as other concerned ministries.

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                 In his welcome speech, Indra Mohan spoke of the tremendous growth seen by the Indian economy and how the exhibition could play a pivotal role in accelerating this growth in the coming years.

Paul Woodward, Managing Director UFI made an impassioned plea for recognising the power of the exhibition in helping the marketing efforts of companies especially in the SMEs while generating a huge amount of business tourism.

Eric Everard, President, UFI, in his key note address, mentioned that successful exhibitions can translate into new businesses and more jobs for the local communities. “India needs to make a calculated and determined move to develop a strong exhibition industry,” he said. He declared that UFI will support IEIA in training, information and whatever intellectual inputs would be required to develop the market.

The seminar was a huge success in bringing together leading industry experts to discuss burning topics related to the industry. Attracting 150 attendees from all over the world, it was a truly global event where entrepreneurs, managers, administrators, and representatives of exhibition industry found a common ground to discuss issues pertaining to the development of the industry.

                 In his presentation on ‘The German exhibition & trade fair industry- current results & perspectives of the national & international activities,’ Dr Peter Neven, Managing Director, Association of the German Trade Fair Industry (AUMA) shared several interesting vital statistics on the Indian and world exhibition industry.

                 As compared to the international standard and quality of the exhibitions, Indian events lack in providing a similar environment to the global participant. This, according to Sanjeev Khaira, Managing Director, UBM India, is a challenge. In his presentation on ‘Challenges for an MNC doing exhibitions in India – both imported and home grown’, he suggested that the Indian companies have to be more realistic in their pricing strategies. “There is also a huge undercutting in the marketing amongst competing shows making it tough to maintain quality standards. Foreign exhibition organizers must give a log term commitment to develop shows in India,” he added.

                 Gerald Boese, CEO, Koelnmesse GmbH, talked about ‘International co-operation- possibilities & challenges,’ highlighting the various activities of Koelnmesse and extended its support in the development of the Indian Exhibition Industry. In response to the concern raised by Sanjeev Khaira, he made a long term commitment to continuing the presence of Koelnmesse in the country.

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                 In the panel discussion on ‘Marketing tool for growth of exhibition - role of media’, moderated by S. Srinivasan, President & Director, PDA, it was clear that exhibition organizers need to be vocal on how the readers can benefit from the exhibitions or the products and services exhibited therein. Also as exhibitions are held only in the large cities, it results in a minimal reach to the rural markets. It was felt that media can work as an effective tool in widening the reach of exhibition and so, the exhibition organizers should have a clear-cut media strategy. S. Zarabi, Sr. Editor, CNBC India; H. Singh, Editor, Economic Danik Bhaskar / Business Bhaskar and R. Sodhi, PR Consult were the panelists at the discussion.

                 Talking about the ‘Experiences of a foreign exhibition organizer of buying and executing a trade show in India – Opportunities & Challenges’, Graeme Selby, Diversified Communications Asia, said that India being a different market, it is not rational for the international organizers to implement international strategies of executing exhibitions here. “India will match the global standards in days to come and it would become a leading exhibition destination once the venues and related facilities are upgraded,” he said.

                 Ms. Karla Juegel, Messe-und Veranstaltungs-Management, in a presentation on ‘Changing perspectives- the power of demand,’ touched upon the needs of the visitors to facilitate a better experience of visiting trade fairs through emotional and experiential planning and execution of trade fairs.

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                 The panel discussion on ‘Sustainability through team effort,’ was moderated by Ashish Gupta, Director, Winmark Services Pvt. Ltd. The esteemed list of panelists included Sonia Prashar, Head-Exhibitions, IGCC; Darryl DaSilva. CEO, MMI India; Ravinder Sethi, MD, RE Rogers; V. Anbu, Exec. Director, BIEC and Rick Prioletti, AGM, PICO. In the discussion it was felt that amongst the 5 Ps of successful exhibitions- Purpose, Planning, Passion, Patience and Persistence, it is the passion that helps India exhibition organizers and service providers to open a Show successfully. It was clearly understood that there needs to be greater interaction between all service providers and exhibition organizers to achieve greater transparency for the comfort of visitors and success for the exhibitors.

                 L K Singh, VP- National Executive Council, Plastindia Foundation gave a presentation on ‘Operational planning for execution of a successful mega exhibition in India.’ Being the organizer of the largest exhibition held in the country, L K Singh highlighted the problems faced by the foundation at the venue front. “Ranging from big issues like security, cleanliness, electricity, car park and maintenance, we also face problems pertaining to clean toilets, water supply, hygienic eating joints and wi-fi facility,” said Singh. He said that besides enforcing rules on the exhibition organisers, the venue owners must also work towards solving the basic issues within the venue. His wish list included a 200,000 sqm venue with world class facilities.

                 Andreas Hitzler, CEO, MEPLAN GmbH, gave a presentation on ‘How to make exhibitions more successful- for exhibitors, visitors & organizers’. He highlighted some new applications that an organizer can provide for the exhibitors and visitors to enhance their exhibition experience and profitability.

                 The seminar concluded with the final panel discussion on Exhibitors’ outlook towards exhibitions. Moderated by Ashwani Pande, CEO, Koelnmesse India, the discussion was held by panelists B.B. Shukla, Head-Corp. Communication, L&T; S. Patil, MD, Hannover Milano Fairs India and Vikas Saxena, Head-Marcom, Honeywell. In the discussion, it was felt that exhibitors need to be more professional in their approach and work together for the progress of the industry.
 

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