The Foundation for International Fair of Cochabamba Bolivia (Feicobol), is a non-profit private organisation with autonomous management. It has been working hard to bring Cochabamba’s Fair to competitive levels in the international market, pushing its primary mission of being instrumental in developing the fortunes of the companies served by fairs.
The Alalay fairground, run by Feicobol, provides 150,350sqm of exhibition and conference space six kilometres from the centre of Cochabamba city.
The venue’s key fairs include the International Fair of Cochabamba; wine, cheese and ham festival Vinofest; construction, architecture and housing exhibition Expoconstruccion; car, motorcycle, bikes, parts and accessories exhibition Sobre Ruedas and food fair Expoalimenta.
The foundation has been an active member of the Association of International Fairs of America (Afida) since 1992, benefiting from the advantages provided by this organisation and not least adding to its partner network; crucial to Feicobol’s business development model.
“We use an alliance system, which consists of involving national and international institutions as well as individual persons in the fair activity for the promotion, participation, organization of side events at the fair, and other activities,” says Eunice Achae, business director at Feicobol.
“Undoubtedly, the exhibition industry in the last 10 years has established itself as a strategic sector in the nation’s development,” she adds. “It is a key business platform for strengthening development in different economic sectors because it facilitates the entry of companies into new markets and is a tool that contributes to economic internationalisation.
“Through the company’s activity it contributes to job creation, promotes investment and the emergence of new companies. It creates a positive impact on the economic development of countries and their positioning in the global context.”
The growing quality of the local exhibition operators has developed, she claims, as they adapt to the economic and business needs of each moment and each region, with the aim of strengthening trade, technological advances and knowledge sharing.
“The effect that traders have through trade shows in promoting business and investment, economic and social implication, is obvious,” says Achae. “It is also important to highlight the effect on attracting international (buyers and exhibitors) customers, becoming powerful actors that give companies access to business opportunities, facilitate business contacts, contribute to strengthening the position and image of the entities address in different markets, foster the exchange of knowledge and the latest technological developments and trends in various economic sectors.
By analysing different factors of Latin American exhibition industry, without generalsing and homogenising the situation of countries, common elements can be demonstrated in certain countries, identifying two groups with differing realities:
• Developed countries in fair exhibition, already positioned in the market with exhibition culture: such as Brazil, Mexico, Argentina and Colombia
• Countries with exhibition culture been developed: Chile, Venezuela, El Salvador, Bolivia, among others.
With the company now looking for international partners, the formation of global gateways such as UFI’s Latin American chapter could pay dividends.
This article was first published in issue 1/4 2015 of EW. Any comments? Email Rebecca Shahoud
