REGIONAL TRADE SHOWS, A STRONG TREND

The scope of local trade shows

(posted on 27/07/2018)

Asean countries traditionally organise national trade shows, often on State initiative, to promote local products and attract buyers, mainly from western countries.

Private companies are increasingly organising regional trade shows and international organisers are exporting their trade shows to the area.

Singapore hosts a lot of regional trade shows as this country has the required infrastructure and qualified, English-speaking personnel. It is renowned for shows devoted to new technologies and telecommunications. Regional shows are Food&Hotel Asia, Communic Asia and the Singapore Air Show.

Thailand also has many advantages: competitiveness, attractiveness as a tourist destination, quality infrastructures, etc. It is planning to become a preferred MICE venue.

Regional trade shows are mainly organised in the sectors of FMCG, the food industry, agriculture and cosmetics. Beyond Beauty Asean was the first French show in Thailand, followed by Sima, Intermat and Simo, which replicated their brand in the Asean area. Present for fifteen years in partnership with DITP, the governmental international trade agency, KölnMesse organises Thaifex-World of Food Asia, the largest food industry show in Thailand. Viv Asia, organised by VNU Exhibitions Europe, has become the reference show for livestock breeding in Asia.