WITH the recession biting hard and companies from all industries making cut backs the International Tourism Trade Fairs Association (ITTFA) looks at how this has affected exhibition organisers and what they can do to keep momentum for their events.

There is no doubt that in recession marketing budgets get tightened and companies avoid activity perceived as extravagant or unnecessary. Standing at exhibitions falls into this category, although the benefits of continuing to uphold a strong public image are even more important in hard times. Recession has therefore forced businesses to look closely at the cost of exhibiting and the rationale behind it.

Under these circumstances, venues and organisers need to analyse their markets even more carefully, look at what they are offering and what is being provided by their supply chain and how they can adapt to fit client needs. Focusing on these needs and aiming to be as flexible as possible will mean they can give better support to clients and add value. It is these elements exhibitors will consider when choosing if, and where, to exhibit.

Exhibitors, particularly in the travel industry, have a vast choice of events and companies have to do their homework thoroughly, even in the best of economic times. So when finances are tight, it may be the smaller, lesser known events that suffer.

Value for money is perhaps the most important priority for exhibitors and organisers who can run an efficient operation, recognise the financial constraints on their clients and thus aim to maintain affordable packages, will continue to do well.

Long term ITTFA member TTG Incontri, held in Rimini, Italy, has, for example, frozen its rates for 2010.  “We understand that the global crisis doesn’t bypass tourism companies, so, although we are continuing to invest in TTG Incontri 2010, we have kept the same rates as 2009 as well as offering some extras,“ explained Antonio Dell’Aquilano, exhibition and event manger and current president of ITTFA.

“One of the added benefits we offer our exhibitors is a complete exhibiting package which includes exhibiting space, hotel and meal vouchers. On the one hand the prices we offer are competitive, as we negotiate thousands of bedrooms with hotels in Rimini. On the other hand, offering such packages, we save our exhibitors time, they don’t have to worry about booking hotels as we do the job for them. “

Event venues can also play a vital part by looking at how their offerings can be more cost effective for organisers. The NEC venue recently decided to introduce a two-tier pricing structure for use of electricity at the facility and Bournemouth International Centre has chosen to freeze its electrical mains tariff for the second year running.