Netherlands-based trade-show firm focusing on Thailand, China

Economy March 29, 2017 01:00

By PATCHAREE LUENGUTHAI
SPECIAL TO THE NATION

EUROPEAN trade-show organiser Jaarbeurs Holding is recognising the growth potential of Asian markets, particularly Thailand and China, with a focus on business-to-business exhibitions in the agriculture and food sector.



 “We look at the markets that grow at 5 per cent or more,” said Jaarbeurs Holding chief executive officer Albert Arp. 

“You could imagine that Asia is a focused market for us. If you look over the next two decades from now, we’re still eyeing Asia, including Thailand and Shanghai. Even now, knowledge developments in this region are high, so we aim to bring the knowledge to Europe. It’s very challenging what’s happening here.” 

Jaarbeurs expects that the agriculture and food industry will be positive because it can develop good food for the world’s population. Horticulture and animal husbandry are other key sectors that could support trade shows. Meanwhile, the company is developing the show into high-tech sector. 

Founded in 1916 and based in Utrecht, Netherlands, Jaarbeurs Holding is now a leading trade-show organiser. The company ranks in the top six among the largest organisers in Europe, welcoming 3 million visitors a year to its exhibitions.

Its sister company VNU Exhibitions Europe organises the trade shows, conferences and summits outside the Netherlands. In China, VNU Exhibitions Europe formed a joint venture with Keylong Exhibition Service to establish VNU Exhibitions Asia. For more than two decades, it has been a leader in China’s exhibition industry.

In Thailand, VNU Exhibitions Europe formed a joint venture with TCC Group to establish VNU Exhibitions Asia Pacific in 2012. 

This year, “VIV Asia”, a top-tier international livestock trade show and the largest of its kind in Asia, was organised by VNU Exhibitions Asia Pacific and VNU Exhibitions Europe. The event welcomed more than 1,057 companies from 55 countries worldwide, almost 30-per-cent growth from the last two years event. 

This year’s VIV Asia was forecast to attract more than 45,000 visitors and generate more than Bt15 billion worth of commercial transactions during the show from March 10-15 at the Bangkok International Trade and Exhibition Centre (Bitec).

In addition to VIV Asia, there were “Agritechnica Asia”, which was a trade show for agricultural machinery and equipment, and “Horti Asia”, an international trade show of smart horticultural and floricultural technology. 

“We receive positive feedback from the show. Exhibitors were very satisfied [with] what we do here as re-bookings are very [good] for the next two years show. Jaarbeurs organises agriculture and food trade shows in 17 countries, [and] Thailand is one of the flagship events,” Arp said.

Moreover, VNU Exhibitions Asia Pacific will organise “Thailand Lab International” from September 6-8 at Bitec. 

“The life cycle of the trade shows is shorter than in the past 10-20 years. We have to learn on intercontinental cross border and work together with industries, branches and the governments to maintain the company’s competitiveness,” Arp said.

Jaruwan Suwannasat, director for exhibitions and events at the Thailand Convention and Exhibition Bureau, said trade shows positioned Thailand |as a marketplace where sellers |can showcase the latest innovations and technologies to buyers |in Thailand and other Asian |markets.

She said that in terms of economic impact, the exhibition industry was regarded as a tremendous multiplier, contributing move than Bt50 billion in revenue a year. During the VIV Asia trade show alone, visitors were expected to spend more than Bt2 billion.