Global Industry Performance Review Focuses on China, Digital Revolution
May 27, 2021
The growth of the Chinese trade show market is imminent and could mean big things for the global exhibitions industry. That is among the key takeaways from the comprehensive Global Industry Performance Review, which is now available for order.
With the pandemic on its heels as countries re-emerge, the United States and China appear to be in the best shape economically. The result is the industries already on the rebound have resumed plans for in-person trade shows and conferences, which is music to the ears of destinations announcing the resumption of large-scale gatherings at convention centers and other venues. Boston, Detroit and Atlantic City are among the most recent U.S. hubs to announce post-pandemic plans.
Meanwhile, on the other side of the world, earth-shattering expansion is on the horizon. The GIPR notes 18 venues are already under construction in China with another 19 in the works. “China is set to become the largest consumer market in the world with ever-increasing purchasing power — a favorable basis for the exhibition business,” the report predicts.
The construction is a sign of the growing maturity of the market, which so far is heavily invested in three major Eastern blocks, including Beijing. “The venue expansion opens up big time,” said Jochen Witt, president and CEO of the consultancy firm jwc, which published the GIPR. “It opens a lot of opportunities for event organizers.”
But three of the country’s largest shows were recently on the country’s other coast, an indication of where exhibitions are headed. Jochen, the former president of UFI, the Global Association of the Exhibition Industry, noted that 90% of Chinese trade shows are relatively small in scale but the country’s industry is benefiting from international trade show organizers operating with greater frequency there.
So important is China’s continued success that the GIPR for the first time dedicated an entire section to it. Not only that, the section takes up 60 pages of the full report, about the same amount as the emerging technological advancement occurring as a result of the pandemic.
In regard to the hybrid evolution, Witt stressed a new mindset must be adopted in creating a 365-day approach to engaging event communities. “Forget direct monetizing of an online event,” he said. “That’s the wrong direction.” Rather, he said, digital activities should be viewed holistically as avenues to reach out to customers via content, new products and more.
To order the full GPIR, click here.
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Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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