Trade shows and seminars seem to cast a peculiar spell over their organisers, if not always their potential visitors. The spell tempts organisers to declare their events in terms that sometimes sound delusional. Do visitors care if an event is award winning, or believe dubious promises of invaluable content and knowledge sharing? Are exhibitors still convinced that they will reach new customers and new markets, or that signing up for expensive exhibition space really will deliver previously inaccessible customers from diverse markets?
Based on the numbers, the market has not responded positively to this sort of hype. Visitor numbers have been falling for years at major international shows: drupa’s visitor numbers are half what they were thirty years ago; IPEX is a wraith; and IFRA Expo, once the beating heart of the newspaper industry, is tired and wheezy. Only one international event bucks this trend year on year and that is because it provides compelling reasons to attend. FESPA Global Print Expo 2018 takes place 15th to 18th May in Berlin, Germany and a visit will be worth the expense, time and effort.