BEIJING — China is a key player in the trade show industry. As the world’s second-largest economy, it is on track to reach 5% economic growth this year. This is good news for the trade show industry.
“The Chinese economy is one of the most dynamic in the world and its market offers great business opportunities. Among others, it is a world leader in technological innovation thanks to the significant investments made in recent years in renewable energy, 5G, and artificial intelligence,” Ricard Zapatero, Director of International Business at Fira de Barcelona, said.
One burgeoning area is fashion exhibitions. From Shanghai to Shenzhen, and even second-tier cities like Dalian, Ningbo, Haining and Zhuzhou, fashion exhibitions are prospering in China.
An important meeting related to the Chinese trade show industry recently happened between Italian Government President of the Council of Ministers, Giorgia Meloni, and the Premier of the State Council of the People’s Republic of China, Li Qiang, in Beijing. The two signed the Action Plan for Strengthening the Comprehensive Strategic Partnership. Both realize the importance of international exhibitions and are encouraging companies from each country to participate.
Headwinds Exist
When it comes to U.S. based trade shows, there are some headwinds related to Chinese attendees and exhibitors.
Visa applications filed by the Chinese to visit the U.S. have so far reached 60% of 2019 levels, when 1.2 million visa applications were filed, VisaGuide.World reports.
Related. Fira de Barcelona Comes on Strong in China
This year, the Chinese government has announced several initiatives to improve its connectivity with the world, with some of those including visa-free entry to some countries as well as relaxation of visa regulations. China has expanded the list of countries allowed to visit visa-free for 15 days, including Switzerland, Ireland, Hungary, Austria, Belgium, and Luxembourg, with the measure being applicable from March until the end of 2025.
“China remains an important market for the trade show industry. While China’s growth expectations have been reset, it’s still a massive opportunity,” Vinnie Polito, CEO of SISO, said. “Four percent growth in China represents growth that is larger than some other countries in the region. You can think of it as being in a moment of reset, but its importance remains.”
Fira de Barcelona is one organization focused on China. It organized two new shows in the country in the last four months — Alimentaria Chengdu, Sept. 19-20 and Smart City Expo Hangzhou Sept. 25-29.
“Apart from organizing shows in China, it is also worth remembering that Fira de Barcelona manages the Xuzhou and Nanchang fairgrounds, which annually organize about seventy shows,” Zapatero said.
Fira de Barcelona is bullish on the future. “Fira de Barcelona will continue to look to China in the future as one of the strategic markets for Spanish and Chinese companies, with the aim of contributing to offer products that generate business for them,” Zapatero said.
Reach Vinnie Polito at Vincent@SISO.org; Richard Zapatero at asas@firabarcelona.com
