The number of exhibitions held in the UK increased by around 2.8% in 2005. Traditionally, fewer exhibitions are staged in odd-numbered years, with many biennial shows being held in even-numbered years, so this increase was unexpected. However, the total number of visitor numbers in 2005 was estimated to be 5.3% down on the previous year.
There was a slight discrepancy between the two annual surveys conducted by the British Association of Conference Destinations (BACD) and the Meetings Industry Association (MIA), which survey venues and organisers, respectively. While the BACD reported a slight rise in the number of conferences held in 2005, MIA reported a slight drop. However, revenues were down in 2005 according to both organisations, reflecting the fact that, in 2005, conferences were more likely to be non-residential.
This Market Report looks in detail at both the exhibitions and conferences sectors, which are further divided into trade (or business) and consumer (or public), and corporate and association (or not-for-profit), respectively. The number of exhibitions in both the trade and consumer sectors increased in 2005, but the number of conferences held by corporate sector organisers was down by 13.2%. The exhibitions sector is also examined in terms of the sectors it serves, some of which — notably food and drink, gaming and energy — are extending their existing brands into new territories or creating new shows.
2005, continuing into 2006, also saw a significant shift in the way marketers are allocating their budgets. There is an ongoing trend away from traditional media towards online but, at the same time, recognition of the value of face-to-face events for promoting a greater interaction between brands and the public is increasing. Marketing and public relations (PR) agencies are devoting their creative energies to designing live events around brands, and the conferences and exhibitions industry is also realising its potential to be part of this new marketing development. Exhibitions and conferences have long been regarded as invaluable tools for building personal relationships between suppliers and customers, but now the opportunity to build strong relationships with brands, to use events as marketing rather than selling tools, is one that is being taken seriously by the industry.
How success here is measured is an issue that is greatly exercising the industry, which is also concerned with the sustainability of events, and both of these are debated at length in an industry which is becoming increasingly collaborative. This collaboration is reflected in a certain amount of consolidation: two major industry associations merged in 2006 and a new informative website was launched as a platform for the industry to consider the issues that matter.
Also launched in 2006 were the results of a major new survey among exhibitors — The Big Survey, from the Exhibiting Show — the results of which are included in this Market Report. Key Note is also indebted to the now defunct Exhibition Venues Association (EVA) for making the results of its last ever UK Exhibitions Facts survey available, and to the BACD and MIA for allowing the use of results from their research.
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