When IMEX, the Worldwide Exhibition for Incentive
Travel, Meetings & Events, was launched in 2003 by Ray Bloom as
a rival to EIBTM, the show he had founded and sold to Reed Travel
Exhibitions, the industry wondered if the marketplace could support
two European incentive trade shows.
But now that EIBTM has moved from Geneva in May to Barcelona in
late autumn, while IMEX is held in Frankfurt each spring, it
appears both shows can effectively co-exist for the foreseeable
future, according to insiders.
In terms of attendance, the two shows were comparable last year: In
November, EIBTM reported 2,400 hosted planners and an additional
3,300 trade visitors and buyers in 2004, while IMEX had 2,600
hosted buyers and 3,000 additional planners. As for exhibitors,
IMEX had 2,500 and EIBTM reported 2,600.
A number of dual-show exhibitors M&C spoke with at EIBTM
said business at the latter show was good but very similar in scope
to IMEX. As Michele Scherrer, North American manager for meetings
and incentives for the Switzerland Convention & Incentive
Bureau, said, “It’s too early to say if one will be better than the
other.”
According to Martin Sirk, CEO of the International Congress
& Convention Association in Amsterdam, “The split between
Frankfurt and Barcelona and the seasons the shows are offered have
the potential to become very attractive for those buyers who want
to alternate, as there is no space in the market for two such shows
in close geographical proximity or close in time of year.
“For the market as a whole, a degree of competition is an
excellent thing,” Sirk added. “Both shows try very hard to outdo
each other and are constantly looking for innovative edges. IMEX
and EIBTM each have strengths and areas for improvement, and the
existence of some competition means complacency is never a
danger.”
After attending both shows and talking to attendees, Brenda
Anderson, executive director of the Society of Incentive &
Travel Executives in Chicago, said, “The question is no longer
which show will survive; it’s now ‘Which one will you attend?’ ”