Report says trade fairs should consider the ‘virtual’ option

Tuesday, 18 Jun, 2002 0

Travel exhibition organisers should consider collaborating with ‘virtual’ trade fairs according to a report published by the European Tourism Trade Fairs Association (ETTFA).

ETTFA says that following the events of 11 September, exhibition organisers were concerned that virtual fairs, cheaper and more time-efficient to run and attend than physical ones, might soon become the better option.

However, ETTFA said their research shows that while market share for online fairs is increasing, their physical counterparts still outstrip them “at the most fundamental level”.

The author of the report, Vanessa Baubock said: “Exhibitors need the human touch, and that’s the one thing the Internet cannot offer. People prefer to negotiate face-to-face, read one another’s body language, eavesdrop other deals being done. This is impossible online.”

Wendy Walker, Secretariat for the European Tourims Trade Fairs Association (ETTFA) conceded: “I could conceive that web-based market places might have some negative implications for the individual shows, but the Internet cannot replace a tradeshow, in the same way that video-conferencing, for example, has not reduced business travel.”

According to the Baubock report, ETTFA says virtual fairs offer some tremendous advantages to visitors and exhibitors alike – attractions with which physical fairs cannot compete. ETTFA says that besides obvious savings in time and travel expenditure, the absence of materials means that exhibiting online costs a fraction of the ‘real world’ price.

There are also fewer logistical problems. Dr. Sharda, President of iTradeFair.com says: “To see the physical limitations affecting the industry, take for example the San Jose McEnery Convention Centre – it is booked out until 2010!”

However, physical exhibition organisers remain confident that they will retain a comfortable lead. Tom Nutley, chairman of the European Tourism Trade Fairs Association (ETTFA), said: “Organisers do not feel the need to go virtual because the human species needs human contact.

“Anyone who thinks that computers can replace this is dreaming.”

With physical fairs enjoying steady growth and their virtual counterparts yet to mount a coherent offensive, ETTFA said it seems unlikely that any collision will take place in the foreseeable future. But the Baubock report, which assimilated data from a large number of fairs and consultations with members of the ETTFA, recommends that a ‘third way’ be taken.

“It’s a question of working together,” says Ms Baubock.

“The benefits offered by virtual fairs can never replace those of face-to-face dealings, but they can greatly enhance extant physical fairs.

“Organisers can also use the Internet to cut down on the time needed to input data, by posting online registration forms, online stand bookings, online payment and online badge booking for participants to fill out themselves,” she said.

“Physical trade fairs should be looking on virtual fairs as the next enhancement of what they’ve already got.”

For more information, see the ETTFA PressZone page.