58 GL EVENTS | COMPANY REPORT 2014 | GL EVENTS LIVE

GL EVENTS LIVE

In 2013, total spending on business tourism and events represented 8.5 billion for French compa- nies while direct or indirect benefits ranged between 20 billion and 30 billion. However, reflecting the impact of the economic cri- sis, 37% of companies reduced their budgets for meetings, incentives, conventions and exhibitions (MICE) in 2013. As key contributors to the success of organised events, exhibition and event services providers have no choice but adapt to a market undergoing profound transformations.

Conventions Figures based on data for activity of sites staging events confirm the momentum observed in 2012 for congresses and conferences organised and hosted in France: the total number of participants rose 9% between 2012 and 2013.

Growth for congresses without exhibitions has occurred at the expense of those with exhibitions which registered a significant decline in growth between 2012 and 2013 (-10%). Congresses for national audiences registered good gains up 15.7% in the average number of participants, increasing on average from 967 to 981, whereas large-scale international congresses experienced a decline of 8.8%, breaking with the positive trend of 2011/2012.

Corporate events The barometer published in 2014 by the French indus- try association of event communications agencies, ANAé (Association des agences de communication événementielle) noted the optimism of event com- munications agencies in an event market otherwise marked by stability. Agencies invest largely in areas linked to event-related activities: business development in international mar- kets, creating proprietary events and digital activities, in particular.

The major trends of 2012 have nevertheless been confirmed: the reduction in average spending per par- ticipant, the decrease in the average length of events, a renewed enthusiasm by participants and corporate seminars/conventions.

After the decline in 2012, the Coach Omnium study of 2014 highlighted the start of a modest upturn for corporate events, confirming the key role of conven- tions and seminars in promoting exchanges and team motivation.

Trade shows In a difficult economic environment for exhibitors, trade shows registered another year of decline in average occupied space. Another trend: the growing share of modular stands, with exhibitors increasingly receptive to pack- age proposals combining price, visitor impact and manageability.

EXPOCASA LINGOTTO FIERE, TURIN, ITALY 1 9 MARCH

GL EVENTS LIVE : MARKETS AND TRENDS