It was established in the Croatian Chamber of Commerce Fair and event industry association.
The aim of establishing a new Association is to strengthen the economic development of the sector and actively participate in making institutional decisions concerning their industry. They also want to edit the taxonomy of the forms of fairs and harmonize the terms national fair calendar to avoid overlapping content.
The director of the Zagreb Fair was elected president of the Association Dina Tomšić, and for her deputy Milan Shangulin, director of Biograd Boat Show.
"The establishment of this Association was initiated by the leading domestic organizers of fairs, which are among the most affected entities in the coronavirus pandemic. Going back to normal will require a lot of effort and effort within the profession, and together we will achieve this more easily", Said the vice president of the Croatian Chamber of Commerce for trade and financial institutions Josip Zaher.
Tomšić pointed out that fairs, despite the currently reduced marketing budgets of companies, are an opportunity to confirm the status of the market, but also to find new markets in which they could place their product or service. "Despite the ubiquitous internet models of communication and sales, the fair as a direct marketing, characterized by face-to-face communication, remains the leading element that significantly contributes to the sales chain.", Said Tomšić, adding that many countries have included fair activities in the system of financial support during the pandemic because they encourage the development of the entire chain of industries in the post-corona period.
Namely, the evaluation of the overall economic performance of this activity at the regional and national level includes significant values of the increase in induced income MICE sector (engl. meetings, incentives, conferences, exhibitions) on which the turnover, retail and marketing activities of a number of other activities rely.
The Association points out that networking is the essence of every fair story and that the organizers have a much bigger role today than before because, in addition to good organization and strong promotion, they must organize additional content in the form of B2B conversations, panels, entertainment and other supporting content. In short, the market is looking for a complete story, with its head and tail, bound into one harmonious whole.
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