UK Organisers Global Events Study

UK Organisers
Global Events Study

2012

Sponsored by: Commissioned by:

Executive Summary

• UK organisers were responsible for 1057 events outside the UK in the research
period, this compares to a count of 263 overseas trade fairs for German event
organisers in 2011 (Source: AUMA).

• On average, UK organised overseas events attracted 200 exhibitors, equating to
extrapolated exhibitor numbers of over 211,000, compared to circa. 93,000 for
German organisers abroad (Source: AUMA).

• The average UK organised overseas event attracted 3,400 visitors, which can be
extrapolated to a provide an estimated total visitor count of circa. 3.6m, by
comparison German organisers average overseas events are said to have attracted
over 24,000 visitors per event, or an extrapolated total of 6.4m visitors (Source: AUMA).

• Overseas events represent a value of circa. £1.87bn to UK organisers. On
average, 56% of UK organisers turnover is attributed to events organised overseas.

• 93% of those UK organisers currently operating overseas expected their overseas
turnovers to increase significantly (71%) or slightly (21%) in the next 5 years.

• The research is based on the period of April 2011 – March 2012.

Background

• AEO members want their association to deliver a voice at Government
level, supporting and advocating the UK events industry. It is clear that the
AEO must support communication to Government and the press with
statistics and research, delivered via FaceTime.

• The AEO/FaceTime commissioned Zing Insights, a full-service market
research and business insights consultancy with specialist experience in
researching events and exhibitions, to conduct an independent study of
AEO member event organiser overseas activity.

• AEO/FaceTime are committed to delivering an annual measure of UK event
organiser overseas events activity to track and measure trends.

Background cont.

• The research is based on the period of April 2011 – March 2012. Overall, 18
AEO member UK Event Organisers participated in the study, 55 were
invited to participate – meaning almost a third of UK AEO member
organisers participated in the research.

How Overseas Events are Managed

• 15 of the 18 participating organisers were already operating overseas
events/exhibitions. The way overseas event business is managed was
dependent on the individual organisation and the event/exhibition.

.

HOW OVERSEAS EVENTS ARE MANAGED (%)
Via license/franchise 27
Via partner network 40
Solely organised by company 93

Regional Operations

• On average, UK organisers delivered 40 events/exhibitions outside of the

UK during the research period.

.

REGIONS CURRENTLY OPERATED IN (BASE15) COUNT

Western Europe 12
East Asia 10
South Asia 10
North America 9
Middle East and Northern Africa 8
Southeast Asia 8
Eastern Europe and former Soviet Union 7
Africa 7
South America and the Caribbean 6
Central America 4
Australia and South Pacific 2

The Average Numbers of Events Organised
in Each Region by Each Organiser

• The average numbers of events organised in each region by each organiser

MEDIAN AVERAGE NUMBER OF EVENTS ORGANISED PER REGION MEDIAN

Western Europe 6
East Asia 2
South Asia 2
North America 4
Middle East and Northern Africa 7
Southeast Asia 4
Africa 5
Eastern Europe and former Soviet Union 8
South America and the Caribbean 12
Central America 1
Australia and South Pacific 24

The Average Numbers of Events Organised
in Each Region by Each Organiser cont.

• The average UK overseas event/exhibition organiser operates in 10
countries with a third operating in more than 21 countries.

• On average, UK organised overseas events attracted 200 exhibitors,
equating to extrapolated exhibitor numbers of over 211,000.

• The average UK organised overseas event attracted 3,400 visitors, which
can be extrapolated to a provide an estimated total visitor count of 3.6m.

Percentage of Total Turnover per Region

• On average, UK overseas organisers attribute 56% of their total
exhibitions/events turnover to overseas events.

• Overseas events represent a value of circa. £1.87bn to UK organisers.

PERCENTAGE OF TOTAL TURNOVER PER REGION MEDIAN % OF TOTAL TURNOVER PER REGION*

Western Europe 60 13
East Asia 5 8
South Asia 2 7
North America 8
Middle East and Northern Africa 10
Africa 12 12
Eastern Europe and former Soviet Union 13 8
South America and the Caribbean
Southeast Asia 5 16
Central America 10 9
Australia and South Pacific 6
5 6
1 7
10

Growth Potential

• Overall, Eastern Europe and the former Soviet Union was responsible for
the largest share of overseas turnover (16%) during the research period,
followed by Western Europe (13%) and the Middle East and Northern Africa
(12%)

• 93% of those UK organisers currently operating overseas, expected their
overseas exhibition turnovers to increase significantly (71%) or slightly
(21%) in the next 5 years. Business development was expected through
geo-cloning, geo-adaptation and through acquisition.

Growth Potential cont.

• The greatest potential for UK event/exhibition organisers overseas event
business development over the next 5 years appears to be Western
Europe, East Asia and South Asia.

GREATEST POTENTIAL FOR EVENT BUSINESS COUNTS
DEVELOPMENT IN NEXT 5 YEARS. (14)

Western Europe 5
East Asia 4
South Asia 2
North America 1
South America and the Caribbean 1
Southeast Asia 1
Eastern Europe and former Soviet Union 0
Middle East and Northern Africa 0
Central America 0
Australia and South Pacific 0
Africa 0

UK Overseas Event Organisers’ advice for
those considering a move overseas

“Don’t underestimate local “Do your research”
knowledge, make sure you
have a local infrastructure.” “Learn as much as you can
about local practice and
customs. Get a very good
local person to work with.”

“Make sure you

have a local partner
or office.”