B2B trade shows, a key attractiveness factor

Perhaps trade shows should be recognised as a powerful attractiveness factor

The mission we conducted in January during the Fashion and Lifestyle shows (See Zoom p.8) was a perfect example. In a complicated political climate, we persuaded twenty opinion leaders from four strategic countries to take part in a programme showcasing our international trade shows and their value as economic drivers, while visiting (or revisiting) Paris and its attractions. A triumph!

The idea was to find a simple way to help them grasp the direct relationship between a marketplace, an economic sector and the flagship events held there – events that act as catalysts for the market and spark future trends, and offer networking opportunities between private and public players, as well as fulfilling many other functions.

Each year, international trade shows attract some 710,000 visitors and over 40,000 international exhibitors who – along with conventions – generate direct and indirect revenues of around €7.5 billion for France. Moreover, the French Foreign Affairs Minister Jean-Marc Ayrault recently announced that the government aims to increase tourist numbers in France from 84 to 100 million – even though France has suffered in the wake of the 2015 terror attacks, and other destinations are dedicating significant resources to attracting more tourists. In light of this, we must also play our part.