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5pEXPO-2012 overview congress and exhibition industry of Russia
On June 6-8, the 6th International Forum of the Exhibition Industry “5pEXPO-2012” was held in Moscow, organised by the Chamber of Commerce and Industry of the Russian Federation and Expocentre.
The 4th All-Russian conference “Exhibition, Fair and Congress Activity: Regional Priorities” and the International Congress “East Meets West, West Meets East. World Tendencies in the Exhibition and Congress Business” was one of the central events of the Forum.
A draft concept of creating exhibition, fair and congress infrastructure based on the principles of private-public partnership was discussed within the frameworks of the conference where regional aspect was given the top priority. This draft project has been developed on the commission of the Head of the Russian government.
Vladimir Strashko, Vice-President of the Chamber of Commerce and Industry of the Russian Federation, Alexander Torshin, First Deputy Chairman of the Council of the Federation, Sergey Bednov, CEO of Expocentre, Sergey Alekseev, President of the Russian Union of Exhibitions and Fairs (RUEF) and other officials were among the speakers at the conference.
In his report Serguei Trofimov, President of RESTEC® Group, told about problems and priorities in the development of congress and exhibition industry in regions of Russia.
He emphasized that we should not neglect such important mechanisms for regional industry development as destinations marketing, professional exhibition and congress venue management and development of related services if we try to improve regional infrastructure, build and renovate exhibition centers, and create convention bureaus in regions.
“A set of activities intended to create and promote the brand of a region with due regard for the key and unique characteristics of this region is the major requirement for boosting competitiveness of the Russian region”, clarified Serguei Trofimov. Destinations marketing has several mandatory stages of development: analysis, positioning and promotion.
St. Petersburg is one of the Russian constituent entities which is actively working in the sphere of destinations marketing. Presently the city administration is elaborating a complex programme designed to promote image of St. Petersburg in Russian regions and abroad for the period 2013-2015 with the aim of strengthening international and national value of St. Petersburg. RESTEC® Group is actively involved in the process of making this programme. Apart from this, R&C Market Research Company, being a part of RESTEC® Group, has been expanding projects on destinations marketing since last year.
The full-fledged infrastructure is needed to organise international events: state-of-the-art venues, resources for rendering all types of high-quality services to exhibitors and visitors, ensuring required number of flights, hotel rooms and contractors, able to set up an exclusive stand and provide other services that the exhibitor needs.
According to Serguei Trofimov, the exhibition complex should be under management of professional operators with sufficient experience and qualification needed to accomplish the complete list of tasks relating to exhibition and congress center management and building operation. In particular, RESTEC® Group has a long-term experience in venue management and renders technical assistance and marketing support. PetroCongress Center located in St. Petersburg can prove this fact, being an example of the company’s management activities.
The topics discussed at 5 pEXPO Forum on destinations marketing, promotion of the country and its cities into global community, professional venue management received keen response of the audience and were offered for discussion in January 2013 at Europe+Asia Event Forum which traditionally gathers the key players of the industry from St. Petersburg, Russian regions and foreign countries.