No time to be complacent Expert OpinionWorld

Denzil Rankine, executive chairman AMR International, talks Globex

We have just launched the ninth edition of Globex. From inception it became an authoritative dataset, with commentary and five-year forecasts on the global exhibitions market.

The report shows that the exhibitions industry remains both highly profitable and attractive; 4 per cent CAGR growth is forecast through to 2021.

However, this is no time to be complacent. We are seeing volume growth slowly converge with real GDP. That means that growth is increasingly hard to get. It’s a challenging time, as the needs

and expectations of attendees
are changing and exhibitors are seeking more measurable returns on their investments.

As a result, the events industry needs to transform how it operates. A big part of this is for organisers to look at how they adopt and use data, analytics and digital to better understand their customers and how they run their events.

Many organisers I speak to recognise the need for change but they are not sure how to proceed. That’s why we introduced a series of leadership conferences called Transform; the next one, Transform Europe, will be held in London on 6 December.

It’s one way of helping organisers, venues and vendors take a more strategic view of their data and digital approaches. I may see you some of you there, and I look forward to sharing some of the insights that arise in my future columns.

Tom Hall

Tom Hall

Editor, Exhibition World


Tom Hall

Editor, Exhibition World

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