Today, the Association of the Exhibition and Event Industry was established at the Croatian Chamber of Economy. The Chamber states that they want to strengthen the economic development of the sector and actively participate in making institutional decisions concerning the industry. Moreover, they want to revise the taxonomy of trade fair forms and arrange the national trade fair calendar to avoid overlapping of activities.
"The founding of the Association was initiated by the leading domestic trade fair organizers that are among the most affected entities in the coronavirus pandemic. A return to the old normal will require a lot of effort within the sector, and together we will achieve this more easily", said Josip Zaher, CCE'S Vice-President for Trade and Finance.
Dina Tomšić, PhD, Zagreb Fair Managing Director/CEO, was unanimously elected president of the Association and Milan Šangulin, Director of Biograd Boat Show her deputy.
On that occasion, Dina Tomšić, PhD, pointed out: "Despite currently reduced marketing budgets of companies, trade fairs are still an opportunity to confirm their status on the market, but also to find new markets where they could place their products or services. Regardless of the ubiquitous internet models of communication and sales, trade fair as direct marketing characterized by face-to-face communication remains the leading element that significantly contributes to the sales chain. Many countries have joined the exhibition industry in the system of financial support during the pandemic, as this encourages the development of the entire chain of industries in the post-Covid era. "
Namely, the evaluation of the overall economic performance of this activity at the regional and national level includes significant values of increasing the induced income of the MICE sector (meetings, incentives, conferences, exhibitions) on which the turnover, retail and marketing activities of a number of other activities rely.
The Association points out that networking is the essence of every trade fair story and that the organizers have a much bigger role today than before because, in addition to good organization and strong promotion, they must organize additional content in the form of B2B meetings, panels, entertaining and other accompanying activities. In short, the market is looking for a complete story that makes sense, is tied into one harmonious whole, and by cooperating within the Association, domestic organizers of trade fairs and events will find it easier to follow these trends.