Mexican new wave: Mexico City’s exhibition market in brief AmericasFeatures

Mexico is currently experiencing a MICE boom, with event tourism set to increase by 10 per cent this year, with an economic impact of around US$20bn, according to Talent Bank.

After many companies postponed their annual conventions in harsher economic times, there will be around 200 international events, along with 25,000 meetings and conventions this year.

European companies attest to the benefits of Mexico City, but warn planners to take time to understand the culture. FESPA, whose exhibitions showcase printing technologies grew its already mature show from 6,000 to 9,000 visitors when it geocloned its model into Mexico City, under the name FESPA Mexico at Centro Banamex.

“Mexico is a very vibrant and dynamic place to do business, but Europeans who are used to one model of business should do their research. For example, the 9am to 5pm exhibition model doesn’t work here. Expect exhibitions to instead run from 12-8pm,” said Neil Felton, CEO, FESPA.

Michael Ryan, group exhibition manager for FESPA added: “The floor space is the largest it has ever been, which is due to Mexico now being established as a key region for graphic and textile printing.”

The exhibition venue choice is wide in Mexico City. Expo Reforma, at 22,500sqm, sticks to the city’s culture, with traditional gastronomical and leisure possibilities. World Trade Center Mexico, meanwhile, is a multifunctional enclosure with modular rooms, allowing up to 25,000sqm. It receives 2.5 million visitors at more than 80 exhibitions annually. Elsewhere, Centro Banamex, built in 2002 by architect Michael Edmonds, features a hippodrome, game halls and a children’s theme park.

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Tom Hall

Editor, Exhibition World