Exhibitors and visitors from abroad are back at Paris Region and French trade fairs, or will be in the near future. This is the good news to come out of a study published on Monday 26 June 2023, which looks at the " new behaviours of international business customers at french trade fairs ". The survey was initiated by "Congress and trade fair co-chairan acronym which is not necessarily clearly identified as such, and which is presented as " informal It's not just a question of the "CCI Paris Île-de-France", but also of most of the major players involved in the project: the CCI Paris Île-de-France, Viparis, UnimevPromosalons, Atout France, Paris airportsCEP, CRT Ile-de-France, OTCP, DGE-Ministère de l'économie, Ministère de l'Europe et des affaires Étrangères... All of which lends sufficient credibility to the results of the study. Just as much as the initial observation of these partners: " If France wants to retain its position as the world's leading destination for business tourism, it must constantly listen to its customers and visitors. ". Promosalons therefore listened to more than 600 professionals - 220 exhibitors (36%) and 387 visitors (64%) exactly - in 22 countries (61% in Europe, 20% in America and 19% in Asia).
On the whole, they were reassuring about the attractiveness of Paris Region trade shows, and the outlook for the months and years ahead. A majority of those surveyed are planning to come to the region ". in the near future "on an event in France and/or the Île-de-France region 57 % of international visitors and even 74 % of international exhibitors. More than 80% of these visitors will be motivated by the same criteria as before the health crisis. In other words, the quality of the visitors and the return on investment for the exhibitors. And, of course, what they have to offer visitors. As for the budgetsHere too, the situation is stable. 53% of exhibitors and 57 % of international visitors say that the budget will stagnate.
It should be noted, however, that the quota of employees sent by the company to a trade fair could be revised downwards. At least, that's what a quarter of those surveyed expect. The survey mentions an average headcount of 3.5, but points to major differences between markets. The Canadians (1.6 staff) and Germans (1.9 staff) were cited as examples, with far fewer staff than the Turks and Germans.
the Dutch (9.5 people). The average length of stay - which should remain unchanged for 70% visitors - is on average 3.3 days for a show in Paris.
Another lesson: despite the hybrid experience during the crisis, these "new behaviours of international business customers at French trade fairs" still favour - perhaps more than ever - face-to-face meetings. However, as the authors of the report note, " Whether we are talking about forward-looking ideas that prophesy a post-Covid world in which travel will be drastically reduced, or whether we are listening to injunctions to travel less in order to preserving the planet, the question of digital is a legitimate one ". But only 2% of those surveyed see the virtual as a viable way of avoiding the need to travel to a physical exhibition. However, the hybrid is not totally forgotten. More than half of professionals (52 % of exhibitors and 56 % of visitors) see hybridity as a way of keeping in touch with a community throughout the year. Professionals are particularly keen on marketplace-platform-type formats, matchmaking, visits to the show or online round tables. But as " schematically "the authors At 98 %, we have exhibitors and visitors who favour face-to-face meetings! In particular, it encourages people to meet and network, and gives them the opportunity to show, see and touch the products. Not to mention the conviviality and atmosphere, two aspects also highlighted by the people questioned. ".
According to the survey, digital must also be seen as a strategic asset in the face of the other strongholds in the sector. However, competition between European markets and the development of digital services offered by major international trade fairs should encourage French trade fair organisers to offer innovative, high-quality digital services to ensure that the French industry remains competitive. "it says. " Digital technology makes it possible to a complement to classroom-based training for expand the audience and open up the field of possibilities. However, innovation, digital technology and digital technology must also be used to make face-to-face learning ever more attractive. "continue the authors.
Finally, while destinations and their infrastructures MICE are investing to position themselves as responsible players, " the environmental criterion is not decisive ". "If, for example, we ask international visitors why they prefer local trade fairs, less than 10 % give environmental reasons", the authors of the study point out.
