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The resumption of trade fairs, a success?


After 16 (long) months of waiting, exhibitors are happy to finally be able to return to professionnal exhibitions and exchange information directly with their prospects. After much uncertainty, it is a relief to be able to participate again.


But, what is the real deal?


Since the beginning of the school year in 2021, most exhibitors have noticed a decrease in the number of visitors to their exhibitions. There are fewer visitors since the health crisis. However, it seems that the result is more qualitative: most visitors show more interest in the exhibitors’ products/services than before.


What does this mean in numbers?


The turnover of the trade fair sector has fallen from 9.3 billion euros in 2019 to 2.3 billion euros in 2020, marking a 75% drop.

The first three months after the start of the school year (September, October, November) are generally decisive for the rest of the year. It is during this period that 50% of the turnover is made.


In conclusion?

It could be that the recovery is a sham. Many exhibitions are still being cancelled or postponed, and the number of exhibitors/spaces is expected to be halved. The number of visitors is also expected to fall, especially with the absence of Americans and Asians from the exhibitions.


A solution?


In this still complicated context, trade fairs and congresses will once again have to reinvent themselves. In 2020, trade fairs were organised virtually and digitally.

What was supposed to be a temporary solution may well become a medium-term solution. Fairs and exhibitions could now combine physical and virtual presence to a greater extent, whether it be for conferences or digital visits to stands.


In response to this problem, can professionals be helped?


The answer is yes. As far as aid for professionals in this sector is concerned, a solidarity fund has been set up to help companies affected by the health crisis and has been extended until 30 September, provided that the companies benefiting from it achieve at least 15% of their turnover.

Since 1 October, a « tailor-made » system, known as fixed costs, has been in place: if fixed costs (rent, raw material supplies, salaries, etc.) are higher than the company’s income, the State will make up the difference up to 90% for companies with fewer than 50 employees and 70% for those with more than 50 employees.




The AB Prestige Communication team, based in Lyon (Auvergne Rhône Alpes region), will be delighted to help you design and build your exhibition stand!

Do you have a communication need? It’s here: https://www.abp-ledigital.com/

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