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The anomaly of sector fairs

Di Antonio Caneva, 27 Giugno 2003

The world of fairs is in fibrillation: the latest deal of the Rimini Fair, with the acquisition of TTG and the event that used to be held at Riva del Garda, has provided a further shake-up to a sector already in ferment.
In addition to permanent fairs, itinerant fairs – Travel Trend for example – are now also in vogue, so that we risk to become cross-eyed if we attempt to track the development of the various events in a map. It may seem strange that in the era of distance communication and technology, events that involve the physical movement of people have such great resonance, but so it is: fairs are successful. Their limit, if any, is precisely the great success and subsequent booming of events. As in all activities, there are always those who fall in with a positive trend, expanding the supply beyond measure and creating duplications and overlappings that have nothing to do with careful planning.
We are continually informed about the launching of new events on unlikely themes, organised by new companies based in localities only known to local residents. What is the chance of success of these initiatives in the long term? A little less than none. They may yield some immediate result by increasing the visibility of the local promoter, but they end up wearing themselves out. In order to organise a good fair, it is necessary to have skills, human and economic resources, and an adequate location. The most successful events usually originate in the world of publishing (it is essential to have the tools to communicate with the businesses that are potentially involved) and are related to the area where the events take place (that is why the coming together of TTG and the Rimini Fair has been a positive move).
Once the point of reference for events concerning tourism, the Genoa Fair has now entered a period of slow decline in the sector, and we hope that its recent transformation into a joint-stock company will provide the necessary impetus for a quick relaunch of tourist events. Liguria is certainly not a region to be exclusively confined to the nautical business: it indeed has a historical tie with tourism, and can make its own essential contribution to the tourist offer in areas that are related to that sector.

Translation of the Italian
editorial by Paola Praloran

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