Europe+Asia Event Forum 2014 by RestecMedia

Dear Ladies and Gentlemen, On behalf of the RESTEC® Group, I would like to thank all participants and partners of the 3rd Europe+Asia Event Forum (EFEA 2014). More and more international meetings are being held in Russia. They are increasingly attracting the attention of politicians, economists and investors, and improving the country’s image. The Europe+Asia Event Forum taking place in St. Petersburg is an eﬀective communication platform for building a professional dialogue within the business community of the meetings industry. Participants of this event establish international contacts, and share their experiences and ideas. Holding the Europe+Asia Event Forum has become an important component of the event industry’s development. It is held with the support and participation of the ICCA and UFI international associations, the Chamber of Commerce and Industry of the Russian Federation, and the Russian Union of Exhibitions and Fairs. An extended meeting for the Committee on Fair and Exhibition Activities of the Chamber of Commerce and Industry of the Russian Federation took place as part of the 3rd Europe+Asia Event Forum. The meeting of

European and Asian World Trade Centres was also a significant event. In 2014, the event gathered together meeting industry professionals from 25 of Russia’s regions, as well as from 28 other countries, including: the United Kingdom, France, Germany, Thailand, Belgium, Hungary, the US, Poland, Austria, and many others. Over 330 industry professionals registered at the Europe+Asia Event Forum. The Russia – Asia conference was an innovation in the Europe+Asia Event Forum (EFEA 2014); this event brought together leading players in the market of the exhibition industry, trade representations, industry associations and unions from Russia and the Asia Pacific Region. The forum opened new prospects for market professionals, and I am confident that in the future, it will help to raise investment in and improve the attractiveness of St. Petersburg and Russia. Let me thank all participants and partners for your trust and invite you to the 2015 Europe+Asia Event Forum!

Serguei Troﬁmov, President, RESTEC® Group, Chairman of Supervisory Board of R&C Market Reseach Company 2

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THE 3RD EUROPE+ASIA EVENT FORUM The Europe+Asia Event Forum – the main event of the meeting industry in Russia – took place in St. Petersburg on January 22-24, 2014. Leaders of the exhibition and convention market have now begun a good tradition of coming to the northern capital during the winter. The Europe+Asia Event Forum has been held in one of the world’s most beautiful cities, and Russia’s largest centre for international meetings. Industry professionals participated in conferences and round tables, and expanded their business relationships by networking.

Organiser

Sponsors

Guest of Honor

Oﬃcial Partners

Supported by

Venue

Media Partners

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TABLE OF CONTENTS

6 • The Europe+Asia Event Forum: A Dialogue of Events Industry Professionals

17 • Green Technology and the Exhibition and Meetings Industry

8 • The RF CCI Committee on Exhibition and Fair Activities Meeting

18 • ROI of Meetings and Events

9 • The WTC Meeting: Prospects for Developing World Trade Centres in Russia

19 • Labor Market and Education in the Events Industry

10 • Russia – Asia: Bilateral Cooperation

20 • Change Managment and the Exhibition Industry Needs

12 • Event Marketing as an Eﬀective Tool to Increase the Competitive Advantage of the Region

21 • Venue Management: the Current State, Trends and Opportunities

13 • The Convention Bureau as an Eﬀective Tool for Promotion of a Region

22 • Business and Incentive Tourism: Growth Potential 23 • Event Talents 2014

14 • Modern Media for the Events Industry 15 • Modern Information Technology and the Events Industry 16 • Organising of Corporate Meetings & Events

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24 • The Europe+Asia Event Forum: Eﬀective Networking

The Europe+Asia Event Forum (EFEA) is a communication platform for building professional dialogue for the business community of the meeting industry in St. Petersburg, Russian regions, and foreign countries. This makes it possible to establish international contacts, share experiences and innovations, and attract investors. The purpose of the Europe+Asia Event Forum is to obtain up-to-date information on the state and prospects in the convention and exhibition industry from world-class professionals, and to acquire new business contacts.

EFEA 2012: 260 Meetings Industry Professionals, 12 Russian Regions, 14 Countries The 1st Europe+Asia Event Forum was held on January 18-20, 2012, in the Petro-Congress Congress Centre with the support of the Chamber of Commerce and Industry of the Russian Federation. The industry was represented by such world exhibition business leaders as Мesse Frankfurt, UBM, Messe Düsseldorf, Fiera Milano, Deutshe Messe, ITE Group, Global Association of the Exhibition Industry (UFI), International Congress and Convention Association (ICCA), the Russian Union of Exhibitions and Fairs (RUEF), and others.

EFEA 2013: 300 Meetings Industry Professionals, 23 Russian Regions, 27 Countries The 2nd Europe+Asia Event Forum was held on January 23-25, 2013. Representatives from the worlds top ten exhibition and convention business companies participated in the event. The Europe+Asia Event Forum was included in the programme of the 2012/2013 Germany Year in Russia, and sessions organised with the support of the Association of the German Trade Fair Industry (AUMA) were held at the forum.

EFEA 2014: 330 Meeting Industry Professionals, 25 Russian Regions, 28 Countries The 3rd Europe+Asia Event Forum was held on January 22-24, 2014. The forum included panel discussions, round tables, and thematic sessions on five subjects: exhibition industry, meetings industry, incentive and business tourism, destination marketing, and venue management. The Conference «Russia - Asia Pacific» was an innovation of the Europe+Asia Event Forum (EFEA 2014). This event brought together leading players in the exhibition industry market, trade representatives, and industry associations and unions from Russia and the Asia Pacific Region. www.euras-forum.com EUROPE+ASIA EVENT FORUM

PLENARY SESSION

THE EUROPE+ASIA EVENT FORUM: A DIALOGUE OF EVENTS INDUSTRY PROFESSIONALS

The Europe+Asia Event Forum was organised by R&C Market Research Company with the support of the Chamber of Commerce and Industry of the Russian Federation, the RESTEC速 Group, the Russian Union of Exhibitions and Fairs, and WTC St. Petersburg.

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PLENARY SESSION

The 3rd Europe+Asia Event Forum opened on January 22, 2014. For three days, over 330 meeting industry professionals took part in business events. The 3rd Europe+Asia Event Forum’s grand opening ceremony was held on January 23. Vice-Governor of St. Petersburg, Oleg Markov, welcomed participants on behalf of the St. Petersburg Governor and the city administration. When commenting that “the meeting industry is the most dynamically developing sphere of the Russian

economy, “he stressed that the city government is well aware of this and has been paying much attention to the development of this industry. “The City Committee on Tourism has been established in the northern capital, and the infrastructure is being developed,” Oleg Markov stated. “Currently, the number of major MICE events has increased significantly, and the city’s ICCA ranking has improved.” As an example of the careful attention that the city government has been paying to the meeting industry, Oleg Markov mentioned the establishment of an industry cluster that will improve the return of exhibition and convention activities in St. Petersburg. Vladimir Strashko, the Vice President of the Chamber of Commerce and Industry of the Russian Federation stated that the convergence of exhibition and convention activities continues at a rapid rate. According to the RF CCI, the event industry in the past year has shown a positive trend: the increase was about 10-13%. Vladimir Strashko commented that “this gives us a reason to hope that pre-requisites for the adoption of the state programme on the

development of exhibition activities have now been fulfilled. It is also necessary to establish a nationwide convention bureau in Russia.” Participants of the 3rd Europe+Asia Event Forum were also formally greeted by General Director of the Expocentre, Sergey Bednov; Head of Gdansk Convention Bureau, Chairperson of ICCA CENTRAL European Chapter Anna Gorska; Managing Director of the Global Association of the Exhibition Industry (UFI), Paul Woodward; and CEO of UBM Live, Simon Foster. Serguei Trofimov, President of the RESTEC® Group, stressed that meeting industry professionals were provided a good tradition to gather in St. Petersburg at the Europe+Asia Event Forum. Over 300 bilateral meetings were held during the forum as part of the extensive business programme. “Today, two-thirds of exhibition and convention activities are held in Moscow and St. Petersburg,” commented Serguei Trofimov. “Yet the government’s objective is to hold 50% of business events regionally by 2020. Holding the Europe+Asia Event Forum has become an important component of the event industry development as part of this.”

In 2015, the 4th Europe+Asia Event Forum will be held in the northern capital. See detailed information on the forum’s website at www.euras-forum.com

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SESSION RF CCI

THE RF CCI COMMITTEE ON EXHIBITION AND FAIR ACTIVITIES MEETING

An extended RF CCI Committee on Fair and Exhibition Activities meeting was held during the Europe+Asia Event Forum. Members of the meeting discussed preparations for the Parliament hearings in the Federation Council of the Russian Federation, “Regarding the legislative basis for fair, exhibition, and convention activities as a mechanism for improving competitive-

ness and promoting products and services in domestic and foreign markets.” Other discussion topics were the increase in effectiveness of exhibitions, conventions, and trade missions on current conditions; and the results of the committee’s work in 2013; as well as its priorities and activity plan for 2014. The meeting was chaired by Sergey Bednov, Chairman of the RF CCI

SERGUEI TROFIMOV, PRESIDENT, RESTEC® GROUP (ST. PETERSBURG, RUSSIA)

To regulate the exhibition and convention activities in Russia, the proper standards must be adopted. In St. Petersburg, much work is done to assist the industry. For example, the project of forming an industry cluster is being discussed. Representatives from the city administration and market players have the opportunity to discuss all of these proposals at the Europe+Asia Event Forum. Please note that the St. Petersburg exhibition and convention cluster is intended to increase the effectiveness of meeting industry work in the region.

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Committee on Fair and Exhibition Activities and General Director of Expo Centre. Discussion participants included: Director of Department of Exhibition and Fairs CCI Russian Federation, Igor Korotin; President of the RESTEC® Group, Serguei Trofimov; representatives of Russia’s regional administrative authorities; as well as convention organisers. SERGEY BEDNOV, CHAIRMAN OF COMMITTEE ON FAIR THE RF CCI AND EXHIBITION ACTIVITIES, GENERAL DIRECTOR OF EXPOCENTRE (MOSCOW, RUSSIA)

The Europe+Asia Event Forum is an important international event. The number of participants in this event increases every year, and you will not find as many international speakers and professionals anywhere else. That is why I like coming to St. Petersburg to share my experience with my colleagues. Convention activities have a great future in the Russia’s northern capital. Note that in 2013, the market volume of the meeting industry totaled about 780 million US dollars.

SESSION WTC

THE WTC MEETING: PROSPECTS FOR DEVELOPING WORLD TRADE CENTRES IN RUSSIA

On the first day of the Europe+Asia Event Forum, participants discussed the prospects of developing WTCs in Russia, and the impact of their activities on improving the attractiveness of Russian regions for the international business community. The meeting was moderated by

Vladimir Salamatov, General Director of the WTC Moscow. General Director of the WTC Chelyabinsk, Sergey Ovchinnikov; President of the WTC St. Petersburg, Sergei Trofimov; and Director of the Business Forum Agency of Business Activities for Rostov-on-Don, Oksana Bondareva,

VLADIMIR SALAMATOV, GENERAL DIRECTOR OF THE WTC MOSCOW (MOSCOW, RUSSIA)

Currently, the World Trade Centre Association includes 300 organisations. The WTC now operates in Moscow, St. Petersburg, Nizhny Novgorod, Rostov-on-Don, Krasnodar, Chelyabinsk, and other cities. These Russian World Trade centres are primarily engaged in educational activities and education services to businessmen and public officers. Websites and business clubs of organisations help entrepreneurs find partners in Russia and abroad.

shared about the activities of the World Trade Centre in these regions. Participants in the meeting included: Director of the WTC Moscow’s International Trade Promotion Department and the Russia in the WTO International Business Centre, Roman Gubenko; General Director of WTC Krasnodar, Yury Tkachenko; General Director of WTC Yekaterinburg, Vladimir Titov; and President of the Chamber of Commerce and Industry of St. Petersburg, Vladimir Katenev. Cooperating with Asia Pacific countries was discussed in the round table, “possible implementation options using the assistance of the World Trade Centre Association.” The discussion was held as part of the conference, “Russia-Asia Pacific: Economy and events industry in Russia and Asia: a path towards convergence.” Bo Kyung Byun, President and CEO of Coex, shared his experience in organising an industry cluster. The event ended with the signing of a Memorandum of Understanding between the WTC St. Petersburg and the WTC Seoul.

BO KYUNG BYUN, PRESIDENT AND CEO OF COEX (SEOUL, SOUTH KOREA)

The Asia Pacific market is growing rapidly. Over 2,000 events are held every year at the Coex Centre. The cluster that was developed for it brings not only exhibition and convention organisers together, but also business travelers. Coex is comprised of an exhibition and trade centre, hotels, an aquarium, and convention halls. In 2017, Seoul is expected to receive over 3.5 million guests, and the industry profit is expected to exceed 2.8 billion US dollars.

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RUSSIA – ASIA PASIFIC: BILATERAL COOPERATION

The key event of the Europe+Asia Event Forum was the conference, “Russia-Asia Pacific: Economy and events industry in Russia and Asia: a path towards convergence.” Participants included leading market players in the exhibition industry, trade representatives, and industry associations and unions from Russia and the Asia Pacific region. Countries from probably one of the most rapidly developing parts of the world are topping the business travel rankings and taking full advantage of the economic, social, and intellectual potential of the meeting industry. The status of the Asia-Pacific region as a new world centre for business events is confirmed by the growing number of exhibition venues, improved living conditions, and diverse entertainment. What are the secrets of cooperating with Asian markets? What would be a response for the rest of the world to the

region’s sustainable growth? How strong are Russia’s ties with Asia, and what are the prospects for joint projects between them? What are the similarities between Asian boom realities and the developing Russian economy in terms of business? What will ensure greater success in the exhibition and convention industry: a deep local knowledge or a global approach? Meeting industry professionals asked all of these questions. The sessions were moderated by Mikhail Bondarenko, Trade Representative of the Russian Federation in the Republic of Korea, and Senior Vice President of UBM Asia Ltd., Wolfram Diener. Presentations were also delivered by Alexander Prokhorenko, member of the Government of St. Petersburg and Chairman of the Committee for External Relations of St. Petersburg; Paul

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Woodward, CEO of the Global Association of the Exhibition Industry (UFI); Rob Davidson, Senior Lecturer at the University of Greenwich; and Johanna Fischer, Managing Director of tmf Dialogue Marketing Germany & India. Conference participants also included: Bo Kyung Byun, President and CEO of Coex; Vladimir Salamatov, General Director of the WTC Moscow; Dean Lin, Director of TAITRA St. Petersburg; Evgeniy Romaskevich, Deputy General Director for Exhibition Activities of The State JoinStock Company All-Russia Exhibition Centre; and Sergey Mitrofanov, Brand Advisor and Brandflight Partner for Russia and the CIS. Sumate Sudasna, President of the Thailand Incentive and Convention Association, delivered his presentation via video broadcast.

PAUL WOODWARD, CEO OF GLOBAL ASSOCIATION OF THE EXHIBITION INDUSTRY (UFI) (PARIS, FRANCE)

The Asia Pacific exhibition and convention market shows steady growth. China has been the absolute industry leader in Asia, with over 50% of events being held there, and the majority of them held in Shanghai. According to UFI, the exhibition space for the region in 2005 was 3,000,000 sq. m., and over the past five years, this figure has doubled. For 2014, Indonesia, Turkey, and the BRICS countries are expected to be the most attractive regions for exhibitors. The potential for Indian companies is also high.

MIKHAIL BONDARENKO, HEAD OF THE TRADE REPRESENTATION OF THE RUSSIAN FEDERATION IN THE REPUBLIC OF KOREA (SEOUL, KOREA)

For Russia, Northeast Asia is a new subject for global politics. Integration processes are underway in the region. For example, the common bond market started working 3 years ago. China, Japan, and South Korea are actively involved in the work of the Centre for Macroeconomic Research, planning to form a regional analogue of the International Monetary Fund, a single bank in Northeast Asia. There are proposals to create a free business zone, and an information and innovation cluster. Russia, Mongolia, and Taiwan may join these projects soon.

ROB DAVIDSON, SENIOR LECTURER AT THE UNIVERSITY OF GREENWICH (LONDON, ENGLAND)

The exhibition and convention market in Asia is actively developing. Singapore, Japan, and South Korea are leaders in the meeting industry. However, according to American Express, there has been a decrease in the number of participants and business events in the region, by 3.6% and 1.2%, respectively. But these figures are small and have little effect on the overall favourable situation in the Asian market. Companies in Asia Pacific countries are willing to hold their events in other countries, but Russia is not on the list so far. According to IBTM, the three countries of interest for event organisers are the United States, Australia, and France.

ALEXANDER PROKHORENKO, MEMBER OF THE GOVERNMENT OF ST. PETERSBURG, CHAIRMAN OF THE COMMITTEE FOR EXTERNAL RELATIONS (ST. PETERSBURG, RUSSIA)

The event industry not only generates budget income for St. Petersburg, but also is an important component of the city’s reputation in the international arena. Vast experience in holding major events has accumulated in the northern capital. We have all the capabilities to hold major business events successfully: a developed infrastructure and competent personnel, including hospitality and services. It is expected that the number of international events held in St. Petersburg will increase by 5 times by 2020, where it is expected that over 180 big events will take place in the northern capital.

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REGIONAL MARKETING

EVENT MARKETING AS AN EFFECTIVE TOOL TO INCREASE THE COMPETITIVE ADVANTAGE OF THE REGION

Prospects for developing the meeting industry in Russia’s regions and Kazakhstan were reviewed by participants of the 3rd Europe+Asia Event Forum. 13 speakers delivered their speeches during 2 meetings for the session, “Event marketing as an effective tool to increase the competitive advantage of the region.” The meetings were chaired by Igor By-

chkov, General Director of the Centre of Inter-regional, Cross-border, and International Cooperation, which is a non-profit organisation. The presentation was given by Sergey Tushin, Deputy Head of the of Ekaterinburg City Administration for Major National and International Events. Participants also gave their opinions on the market situation throughout regions

SERGEY TUSHIN, DEPUTY HEAD OF THE OF EKATERINBURG CITY ADMINISTRATION FOR MAJOR NATIONAL AND INTERNATIONAL EVENTS (EKATERINBURG, RUSSIA)

In Yekaterinburg, infrastructure for the meeting industry is actively being developed. The city has 94 venues for holding events, including 10 convention hotels and 39 hotels with meeting spaces. It was Yekaterinburg that hosted the SCO and BRIC Summits in 2009, and the then EU-Russia Summit and Russia-Kazakhstan Forum in 2013. Yekaterinburg was one of the main contenders for the EXPO 2020, and it was right behind such cities as São Paulo, but lost in the last stage to Dubai. The possibility of participating in the EXPO-2024 is being discussed.

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of the meeting industry, and proposals for developing the industry: Sergey Voronkov, Executive Director of ExpoForum-International Ltd.; Mikhail Davydov, First Deputy General Director of the Exhibition Centre ‘Perm Expo;’ Alexander Galmukov, First Deputy Minister of Trade and Investment of the Republic of Dagestan; and Vladimir Avdeev, Executive Director of Strategic Partnership North-West. Albina Kildigulova also took part in the discussion, who is the General Director of Bashkir Exhibition Company. Other discussion participants also included Gennady Malysh, Director of Voronezh Expo Event Hall, and Natalia Solomko, General Manager of Sakhalin International Expocentre. Speeches were delivered by Svetlana Pliyeva, General Director of MAKO OOO; Irina Kanash, Chairman of the Committee on Economic Development for the Murmansk Region; Ksenia Rudakova, Head of the Advertising and Exhibition Activities Department at the Agency for Regional Development of the Kaluga Region; and Rosa Kabzoldayeva, a guest from Kazakhstan who is Head of the Project Department, Korme-Expo. SERGEY VORONKOV, EXECUTIVE DIRECTOR, EXPOFORUM-INTERNATIONAL LTD. (ST. PETERSBURG, RUSSIA)

Development of clusters helps the exhibition industry players to make the best use of their venues, and to hold major business events. Therefore, this type of structure needs to be established in St. Petersburg. The northern capital of Russia is the only city in the Russian Federation with a simpliﬁed visa regime for cruise travelers. The question of granting the same rights to transit passengers who arrive in Russia with business missions for few days is also being considered. If such a law is adopted, exhibition and convention activities will receive a new impetus for development.

REGIONAL MARKETING

THE CONVENTION BUREAU AS AN EFFECTIVE TOOL FOR PROMOTION OF A REGION

Key trends were discussed regarding the development of the meeting industry in regions during the session, “Establishing of Citywide, Regional and National Convention Bureaux for the Promotion and Further Development of a Destination.” The discussion was chaired by Igor Bychkov, General Director of the non-proﬁt organisation, the “Centre of Inter-regional, CrossBorder, and International Cooperation.” Anna Gorska, who is Head of Gdansk Convention Bureau, also co-moderated the discussion.

On behalf of the St. Petersburg City Administration, a welcome speech was delivered by Dmitry Sachkov, Chairman of the St. Petersburg Committee of Tourism Development. The European experience in establishing and developing convention bureaus was addressed by Ulrike von Arnold, Deputy Director of the Vienna Convention Bureau. Presentations were also delivered by Ksenia Boikova, General Director of the Moscow Conven-

DMITRY SACHKOV, CHAIRMAN OF THE ST. PETERSBURG COMMITTEE OF TOURISM DEVELOPMENT (ST. PETERSBURG, RUSSIA)

Having studied the international experience, St. Petersburg turned to the cluster approach to develop industry. The cluster model is not an alternative to operating congress bureaus. Congress bureaus instead become an integral and important part of the cluster. It is in the cluster that an original and pure meaning is acquired: promoting the destination. We have been pioneers in applying the cluster approach to develop the meeting industry in Russia. The successful launch of a similar cluster in Seoul tells us that we did not go the wrong way. The St. Petersburg City Administration and the convention and exhibition clusters are open to cooperation with all companies and organisations that work in this market, and are interested in effectively developing the industry.

tion Bureau; Igor Gorin, President of DonPlaza Group; Julia Pilipchuk, Head of the Strategic Planning Department of the St. Petersburg City Tourist Information Centre; Natalia Frolova, Executive Director of the Yaroslavl Convention Bureau; Sergey Ivanov, Head of the Regional Marketing Department at the R&C Market Research Company; and Olga Voitenko, Chief Officer of the Committee for External Relations of Yekaterinburg. ANNA GORSKA, HEAD OF GDANSK CONVENTION BUREAU, CHAIRPERSON OF ICCA CENTRAL EUROPEAN CHAPTER (GDANSK, POLAND)

In the near future, small and medium-sized cities will gain more widespread popularity in the business travel market thanks to the events that will be held. However, it is very important to convert most of the event-related information into electronic format. Event organisers must understand that people need convenient and fast Internet access. Adequately responding to changes in the world, including in the field of information and technology, is the key to an appropriate response for establishing convention bureaus anywhere in the world.

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MEETINGS INDUSTRY

MODERN MEDIA FOR THE EVENTS INDUSTRY

ALEXANDER POTEKHIN, DIRECTOR OF ITAR-TASS ST. PETERSBURG REGIONAL INFORMATION CENTRE (ST. PETERSBURG, RUSSIA)

It should be remembered that each media has its own corporate rules for selecting, preparing, and publishing news. Event organisers should interest the press, be honest with journalists, and build rapport in their relationships. Of course, modern media’s total skepticism is difficult to deal with, but there is a unique remedy, which is exclusivity. Providing unique information to a journalist will cause people to start talking and writing about your event.

How do you make an event with a capital E? What modern media technology will help attract the attention of exhibition and conference visitors? Media and Internet promotion professionals talked about this at the session of Europe+Asia Event Forum in St. Petersburg. Paul Colston, Managing Editor at Mash Media Group talked on how to make information about a company more attractive for readers and potential partners at the session, ”Exhibitions and Meetings Within the Modern Media Business: How Events Become Events.” Anna Chetvergova, Marketing Director at the

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RESTEC® Group, delivered a topical presentation, and talked about how an event can be effective “by 360 degrees.” The session was moderated by Evgeniy Zinin, General Director of BusinessPress SPb (RBC St. Petersburg). Getting the audience interested is essential for staying on top of the trends. This is the reminder that Alexander Potekhin gave, who is Director of ITAR-TASS St. Petersburg Regional Information Centre. Olga Pestereva, Deputy Corporate Communications Director at Rostelecom, OJSC, also spoke of working with the press and new media. Other participants who shared their ideas included: Anton Verbov, Team Leader, Management of Special Programms and Projects, RIA Novosti; Johanna Fischer, Managing Director of TMF Dialogue Marketing Germany & India; and Alexei Kopylov, Art Director of Plamya Company. Ilya Balakhnin, General Director of Paper Planes talked about his experience of promoting and covering large-scale events. This expert said that social networking services are gradually turning into media and helping to personalise the news and advertising.

MEETINGS INDUSTRY

MODERN INFORMATION TECHNOLOGY AND THE EVENTS INDUSTRY

The exhibition and convention industry is one of the most innovative sectors. It allows new products and achievements in other sectors to be introduced, yet it is always constantly evolving, and offering new technologies and services. What

tools are the most popular among participants and even organisers? How can modern technology be used most effectively? These questions were answered at the session on the impact of modern information technologies on the events industry.

MAARTEN VANNESTE, PRESIDENT AND CEO, MEETING SUPPORT INSTITUTE (BRUSSELS, BELGIUM)

And effective hybrid event must follow certain rules. Brain storming should be organised so that conference participants can develop a programme that interests them. Attract on-line participants. Arrange meeting points using Skype, Go To Meeting, and Google+. Use the revolutionary SCOPIA and invite up to 28 on-line participants for one event. Be at the venue with your tablet computers to broadcast from the sidelines anything that takes place during coffee breaks, discussions, and networking sessions. Use as many cameras as you can. Set up a few laptops and provide chats with participants. On-line voting will also give all listeners a feeling of involvement.

The meeting was moderated by Anna Spirina, Head of the Promotion Department at RESTEC® Media. She also shared about the opportunities of the WTC International Business Club, and presented its new online platform. Vadim Korzhov, General Director of ExpoGlobus co-moderated the meeting. Presentations were delivered by Mikhail Peregudov, Marketing Director at Webinar.ru/cоmdi; Tatiana Lebedinskaya, Project Manager at Event LIVE; Egor Alimov, Director of the Conference and Interpreting Centre at EGO Translating; Alexandra Galakhova, Public Relations Manager at ExpoGlobus; Natalia Nikolaeva, SMSDirect Project Manager at iFree; Oksana Kuts, Head of Advertising and Marketing Administration at ZAO Expocentre; Roman Akinin, Commercial Director at DeepBrain; and Yury Mishin, Director of ExpoForce Group. Maarten Vanneste, President of the Meeting Support Institute joined the discussion from his Belgian office via video-conferencing, and talked about the unique features of hybrid events.

ANNA SPIRINA, HEAD OF THE PROMOTION DEPARTMENT, RESTEC® MEDIA (MOSCOW, RUSSIA)

Efficient business is based on contacts, and we live in an age when a decision should be made within 30 seconds, otherwise we will lose. Business Club was founded in 2011 at the site of the WTC St. Petersburg to unite entrepreneurs of St. Petersburg and the Leningrad Region. In 2013, thanks to active cooperation with Russia’s World Trade centres, the work with regional and international partners and social networking on the Internet, Business Club has expanded its operations by bringing together representatives of the business community. As a result, the total number of members of the WTC Club has increased 2.5 times, and the number of foreign participants has more than doubled.

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MEETINGS INDUSTRY

ORGANISING OF CORPORATE MEETINGS & EVENTS

Organising and holding business events, regardless of their level and scale, is a complex process that requires well-established work and the constant involvement of the organiser. Are companies really capable of organising the process of event planning? Who is the event operator for the company: an independent partner, or a competitor? What are the main preparation stages and possible difficulties in planning an event? These questions were answered by participants of the session, “Organising of Corporate Meetings

& Events From the Client’s Perspective.” The meeting was chaired by Mady Keup, Course Director for the Master of Science programme in Strategic Event and Tourism Management at SKEMA Business School. Anastasia Andreeva, Head of the Marketing Department at RESTEC® Events spoke about the principles for successful cooperation between the operator and the customer. Scott Campbell, Executive Director of the Global Industry Development Network shared his experience in inter-

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national corporate event management. Natalia Churda, Head of Event Department at ITmozg shared ways to reduce an event’s budget, and the weak areas of Russian contractors. Mikhail Voronin, CEO and Managing Partner at Strategic Event Agency, Podegiki, spoke about solving business problems with corporate events. Tatiana Likhachova, Head of the Sales Department at PetroCongress drew the audience’s attention to aspects of event organisation based on a specialised convention venue.

MEETINGS INDUSTRY

GREEN TECHNOLOGY AND THE EXHIBITION AND MEETINGS INDUSTRY

What is green technology in the meetings industry? What standards and certificates are used in the world today? How can organisers increase the effect of their events using green principles? These questions were addressed by participants of the session, “Green Meetings:

Social Responsibility of Business or an Effective Marketing Tool.” The meeting was chaired by Jan Peter Bergkvist, Senior Advisor of sustainable business at SleepWell AB, and Member of the Board at Green Meetings Industry Council. Also taking part in the discussion were

JAN PETER BERGKVIST, SENIOR ADVISOR OF SUSTAINABLE BUSINESS T SLEEPWELL AB, AND MEMBER OF THE BOARD AT GMIC (STOCKHOLM, SWEDEN)

For Western Europe and North America, following green principles has long been standard, and this is a practice of any business, as well as in the mentality of every citizen. For the European entrepreneur, the social responsibility of business – whether they are an event organiser or a participant – is a key principle in any business vision. In the US, this approach has been practiced for about 7–9 years. Providing the annual environmental degradation of 10 % to 20% in different categories, we must adhere to the principles of social responsibility for our own safety.

speakers such as: CMP Project Manager, Marina Knittel; Front Office Manager and Sustainable Business Coordinator at Park Inn by Radisson Nevsky, Ksenia Muratova; and European Coordinator at Sustainable Event Alliance, Magdalina Atanassova. KSENIA MURATOVA, FRONT OFFICE MANAGER AND SUSTAINABLE BUSINESS COORDINATOR, PARK INN BY RADISSON NEVSKY (ST. PETERSBURG, RUSSIA)

The use of environmental technology is not widespread in Russia. Green principles are applied today throughout Russia most often in the hotel business, but the meeting industry unfortunately is not fully involved in this process. I hope that in the coming years, this industry will completely switch over to green rails, and Russia will be able to fully compete with it neighbours in Europe.

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MEETINGS INDUSTRY

ROI OF MEETINGS AND EVENTS

ELLING HAMSO, MANAGING PARTNER OF EVENT ROI INSTITUTE (OSLO, NORWAY)

Project efficiency depends on a qualitative evaluation of the needs of the audience. The term ‘stakeholder’ is appropriate in this situation. It is used to refer to a person who places bets on horse races. In our case, both participants and organisers of an event are players on the racetrack. They place their time and money on the event and wait for a win. Victory is often deferred because business meetings do not bring the money immediately, but may work in the future.

Effectiveness and the rate of return for business meeting projects were discussed in the Europe+Asia Event Forum. Experts from Belgium, Norway, France, and Russia took part in this discussion. The session, “ROI of Meetings and Events: How and Why to Measure?” was moderated by Rob Davidson, Senior Lecturer at the University of Greenwich. Paul Woodward, CEO of the Global Association of the Exhibition Industry (UFI) presented his global research showing the influence of the exhibition industry over other industries. Lyudmila Smorodova, Executive Director of the Russian Union

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of Exhibitions and Fairs talked about the RUEF’s development work on a calculator designed to provide exhibitors with information of what effect participating in particular events will have. This calculator can be used to estimate the optimum exhibition space. Mady Keup, Course Director at SKEMA Business School, regarded the analysis of future events as of paramount importance. According to her, if goals are set properly, any event can be efficient. Elling Hamso, Managing Partner of Event ROI Institute; Maarten Vanneste, President and CEO of the Meeting Support Institute.

MEETINGS INDUSTRY

LABOR MARKET AND EDUCATION IN THE EVENTS INDUSTRY

ANZHELIKA ANTONOVA, DEPUTY DIRECTOR OF THE ST. PETERSBURG SCHOOL OF CONFERENCE INTERPRETING AND TRANSLATION (ST. PETERSBURG, RUSSIA)

The meetings industry in Russia is currently growing rapidly. Yet at the same time, company demand for highly qualified workers increases. Does the modern labor market meet the needs of this industry? What types of experts do event management companies need, and where and how are they trained? These and other questions were answered at the session, “Labor Market and Education in the Events Industry.” The session was moderated by Elena Vasilieva, the National Expert of Education Report at the Educational Programme “Tempus“. Experts discussed the need to introduce professional standards for the meeting industry, and the session was attended by: Galina Karpova, Head of the Department of Economics and Social Management, St.

Petersburg State University of Economics and Finance; Anzhelika Antonova, Deputy Director of the St. Petersburg School of Conference Interpreting and Translation; Lyubov Khoreva, Doctor of Economics, Professor the Institute of Tourism and Service; and Natalia Lashmanova, Professor of the Applied Economics Department at the St. Petersburg Electrotechnical University. Foreign MICE training programmes were presented by Alima Bekenova, Director of Business Academy Icker; Marina Gunare, Director of Educational Programmes for Tourism and Service at the Baltic International Academy; and Marina Belskikh, who is the General Director at the International Business Development Alliance and who joined the discussion via video conferencing from Montreal.

In 2013, a convention management training course was launched for the first time at the School of Conference Interpreting and Translation in the Herzen State Pedagogical University. After their training, students will continue onto an internship at the United Nations and the European Parliament. The School of Conference Interpreting and Translation was established five years ago with the assistance of the Ministry of Foreign Affairs of Russia, European Commission, UN Secretariat, and Herzen University. Its graduates are in high demand in the international labor market. Currently, 6 people work at the UN Headquarters in New York, and 8 in the European Parliament. I also met one of our graduates here at the Europe+Asia Event Forum. It’s good when such important events are provided with professional services.

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VENUE MANAGEMENT

CHANGE MANAGMENT AND THE EXHIBITION INDUSTRY NEEDS

The whole world is seeing dramatic changes, and the exhibition industry is a mirror of these new challenges. In order for business to grow, structural changes need to take place. In today’s business environment, alternative implementation methods need to be found. Exploring some ways to overcome natural resistances to change is something that should be done on an interactive basis. The exhibition industry is like a living organism, and qualitative changes and onward movement are needed to ensure its viability. Janos Barabas, CEO of Hungexpo Co. Ltd., talked with EFEA participants about this during the master class, “Change Management & Exhibition Industry Needs.” He shared the Hungarian experience of organising business events and incentive tourism with his European and Russian colleagues. During the master class, all those present had the opportunity to work together on developing the rules needed for all components of the transformation process: participation, communication, training, mentoring, and feedback formation. ”First of all, we need to explore ways to overcome fear and the natural resistance to change, as the human factor is decisive here,” said Janos Barabas.

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JANOS BARABAS, CEO, HUNGEXPO CO. LTD. (BUDAPEST, HUNGARY)

The direct dependence of market trends on society and sectors of the economy, industry, and business is clear. Structural changes within the industry can and should be the result of external changes and innovations. So in time, information technology has caused people to change their minds, and business has had to adapt to those trends. This same thing is happening today. We must carefully analyse all of these external flows, and establish sustainable and steady transformation processes on a stepby-step basis using all modern tools.

VENUE MANAGEMENT

VENUE MANAGEMENT: THE CURRENT STATE, TRENDS AND OPPORTUNITIES

FRANCOIS-RÉGIS PICOLET, INTERNATIONAL DEVELOPMENT DIRECTOR, GL EVENTS (PARIS, FRANCE)

During the session, “Venue Management: the Current State, Trends and Opportunities,” meeting industry professionals from Moscow, St. Petersburg, and Yekaterinburg noted that in recent years the largest exhibition and conference organisers have been paying special attention to managing venues for their events. According to ICCA, there was a clear qualitative shi in the industry in 2013 because of this. For example, St. Petersburg ranked 64th among the most comfortable convention destinations in the world, while Moscow only ranked at 72nd. According to industry experts, promotion of a venue or a brand of any event is largely dependent on the innovative approaches that are used to prepare for and hold the event. John Christison, who is the President of BCI + Network, LLC, and Christer Haglund, Managing Director of the Finnish Fair Corporation took part in this session. Others also shared their experience: Igor Korotin, Director of Department of

Exhibition and Fairs of the RF CCI; Andrey Stepanov, Head of Project Group at R&C Market Research Company; Susan Kim, Assistant Director of Business Development at Coex; and Sergey Klimov, CEO of the Exhibition Centre ‘Perm Expo.’ Francois-Régis Picolet, International Development Director at GL Events; Vincenzo Scrudato, Managing Director at DHL Trade Fairs & Events Gmb; and Joachim Brand, Area Sales Manager at Losberger GmbH all talked about venue management. Also, Andrey Belyankin, General Director of the State Unitary Enterprise, the “Moscow Centre for the Implementation of Achievements in Sciences & Technologies ‘MOSKVA; Yaroslav Shirshikov, Sales and Marceting Director of Evrent, OOO; Alexander Gerasin, General Director of SpasInvest, OOO; and Ernest Lepsky, CEO of Catering Service, OOO, all delivered speeches at this session.

Most of the event industry venues are owned by local authorities. It is the state who provides investment, so authorities can either manage it or hire a private company, as venues play the main role in the local cultural and economic life. They improve the city’s image, reflecting the local economic potential and making profits for hotels, restaurants and transportation companies, and increase employment in these spheres.

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BUSINESS AND INCENTIVE TOURISM

BUSINESS AND INCENTIVE TOURISM: GROWTH POTENTIAL

The 3rd Europe+Asia Event Forum included the session, “Current State of Business and Incentive Tourism: Volume, Potential for Growth and Perspectives for Further Development. Experts Look at Russia.” The me-

eting was moderated by Ilona Ansone, Director of Baltic Branch of the Russian Union of Travel Industry (RST). What is the future of the business travel industry? What development strategy

TATIANA BYKADOROVA, DIRECTOR OF THE AGENCY OF TOURISM INDUSTRY – TOURISM COUNCIL OF THE ROSTOV REGION (ROSTOV-ON-DON, RUSSIA)

Over 80 % of visitors arriving in Rostov-on-Don are business travelers. Now the city is preparing to host matches for the FIFA World Cup, and by 2018, there will be a modern airport, a stadium, and 6 hotels in the region. Hotel business leaders for the Hyatt and Sheraton have also visited the region. All of this infrastructure will draw entrepreneurs to Rostov-on-Don. This is why the region is planning to develop a convention bureau to position the city as a business centre.

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has been chosen in regions? What hospitality industry standards are expected by business travelers? What are the development trends of incentive tourism throughout the world and in Russia? The following leading industry experts took part in the meeting by asking such questions: Lyudmila Ivanova, General Director of St. Petersburg Express, JSC; Tatiana Bykadorova, Director of the Agency of Tourism Industry - Tourism Council of the Rostov Region; Alexander Shapkin, Deputy Chairman of the St. Petersburg Committee of Tourism Development; Elena Kovyazina, Senior Specialist for the Attestation of Business and Conference Hotels Programme at the Russian Association of Business Travel; Andrey Suleykov, CEO at Appreal, LLC; Alexandra Zager, Editor-in-Chief of Business Travel Magazine; Vladislav Shulayev, Director Promotion of Territiries at AGT Communication Network; and Sumate Sudasna, President of the Thailand Incentive and Convention Association, also spoke about trends in incentive tourism. ALEXANDR SHAPKIN, DEPUTY CHAIRMAN OF ST. PETERSBURG COMMITTEE OF TOURISM DEVELOPMENT (ST. PETERSBURG, RUSSIA)

St. Petersburg will become the convention capital of Russia and make it into the top 20 cities: the leaders of the meeting industry. The northern capital now holds 59th place in the ICCA rankings. In 2014, an exhibition and convention industry cluster and a convention bureau will be established in the city to achieve a synergetic effect. The St. Petersburg City Administration intends to attract major international events and increase the flow of business travelers through this. In the near future, convention centres will be built in St. Petersburg in the Pulkovo area, and in the Baltic Pearl residential complex.

CONTEST

EVENT TALENTS 2014 Finals of the Event TALENTS: the contest of young professionals in the events industry was held at the 3rd Europe+Asia Event Forum. The basic idea of the competition was to set up a communication platform that will unite young and talented professionals working in the meeting and business travel industry. The Event Talents contest was created and organised by specialists from R&C Market Research Company and Event LIVE, Russia’s first social network for meeting industry professionals. The initiative was supported by the St. Petersburg Committee for Youth Policy and Social Organisations Interaction, the Petrograd District Administration and the St. Petersburg City Tourist Information Centre Public Office. Winners of the elimination rounds held in Novosibirsk, Rostov-on-Don, and St. Petersburg took part in the competition finals. The competition jury was composed of leading industry experts: Anna Gorska, Head of Gdansk Convention Bureau, Chairperson of ICCA Central European Chapter, Rob Davidson; Senior Lecturer at the University of Greenwich; Elena Vasilieva, National Expert of Education Report at the Educational Programme “Tempus“; Yulia Dynina, Category I Specialist for support youth initiatives and youth policy programmes of the St. Petersburg Committee for Youth Policy and Social Organisations Interaction; Galina Karpova, Head of the Department of Economics and Social Management at the St. Petersburg State University of Economics and Finance; and Yulia Pilipchuk, Head of the Strategic Planning Department at the St. Petersburg City Tourist Information Centre. Contestants delivered presentations on the subject, “Tools for efficient event organisation: innovative approaches and creative solutions.” All presentations were made in the PechaKucha format, where 20 presentation slides are shown with a time limit of 6 minutes 40 seconds each. First place for the “most ‘out of the box’ project” was taken by Alexandra

Shchedrina, a student at the Novosibirsk State Technical University who presented the jury with the most original approach to event management. She shared the top of the podium with Artem Machulsky, 24 year old Executive Director at the Golden Garden Boutique Hotel who told the audience about the forum, “Journey to the New St. Petersburg,” a project which began being implemented in 2013. Albina Kashapova, a student of the International Academy of Quality and Marketing came in second place with her presentation on the project, “St. Petersburg International Forum of Ideas and Projects.” A recognition gift was given to representatives of the Baltic Academy for Tourism and Entrepreneurship, as they presented a creative approach to organising the Hermitage Cats project. Each participant in this presentation won the right to receive practical training at the St. Petersburg Tourist Information Centre. The next contest of young professionals in the events industry Event Talents will take place at the 4th Europe+Asia Event Forum in 2015.

FINALISTS OF THE EVENT TALENTS 2014:

Eugenia Bondar, student at the Baltic Academy for Tourism and Entrepreneurship, Department of Service. Marina Sokolovskaya, student at the Baltic Academy for Tourism and Entrepreneurship, Department of Tourism and Service. Maria Karavaeva, Media Services Sales Manager, RESTEC®® Media. Albina Kashapova, Marketing Manager, International Academy of Quality and Marketing. Artem Machulsky, Deputy General Director, Golden Garden Boutique Hotel Alexandra Shchedrina, student at the Novosibirsk State Technical University, Department of Business

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MATCHMAKING

THE EUROPE+ASIA EVENT FORUM: EFFECTIVE NETWORKING During the three days of the Europe+Asia Event Forum, 124 speakers presented at conferences and round tables, and more than 300 meetings were held. Event participants were engaged in active communication during discussions, working sessions and talks, and on the sidelines. 143 meetings between industry professionals were held in the Matchmaking Centre. 24

The Europe+Asia Event Forum is held in St. Petersburg, which is rightfully called the cultural capital of Russia. Participants could check this out for themselves, as they visited the renowned Russian Museum and the Mariinsky Theatre after business meetings were over. The opening reception of the Europe+Asia Event Forum took place in the Nicholas Palace. St. Pe-

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tersburg has always welcomed visitors for international business meetings. The Europe+Asia Event Forum will be held again in the northern capital of Russia in 2015. See you again at EFEA 2015 in St. Petersburg!

VIDEOS AND INTERVIEWS WITH EFEA PARTICIPANTS ARE AVAILABLE AT WWW.EURAS-FORUM.COM AND WWW.EXPOBR.RU

ALEXANDER PROKHORENKO, MEMBER OF THE GOVERNMENT OF ST. PETERSBURG, CHAIRMAN OF THE COMMITTEE FOR EXTERNAL RELATIONS (ST. PETERSBURG, RUSSIA)

The Europe+Asia Event Forum has become a special event both for Russia and the world. St. Petersburg has accumulated vast experience in holding major events, and has all of the resources to successfully manage business events.

SERGEY BEDNOV, GENERAL DIRECTOR, EXPOCENTRE (MOSCOW, RUSSIA)

St. Petersburg is host to the International Economic Forum, Europe+Asia Event Forum... The Northern Capital could become a major conference centre. St. Petersburg is a city of big events and opportunities.

PAUL WOODWARD, CEO OF GLOBAL ASSOCIATION OF THE EXHIBITION INDUSTRY (UFI) (PARIS, FRANCE)

It is very good that industry professionals have the opportunity to meet in St. Petersburg, and especially now when the Russian market is interesting and open to cooperating.

VLADIMIR STRASHKO, VICE PRESIDENT, CHAMBER OF COMMERCE AND INDUSTRY OF THE RUSSIAN FEDERATION (MOSCOW, RUSSIA)

The Europe+Asia Event Forum has its own personality. Today, developing business meetings is a relevant topic, since it is a global trend. The forum is becoming more interesting every year, with much attention being paid to international cooperation.

VLADIMIR SALAMATOV, GENERAL DIRECTOR OF WTC MOSCOW (RUSSIA, MOSCOW)

The Europe+Asia Event Forum in St. Petersburg has been running smoothly. I believe that the sessions and meetings on the sidelines will be eďŹ&#x20AC;ective for the industry.

JOHN CHRISTISON, MANAGING PARTNER, BCI + NETWORK LLC (BELLEVUE, USA)

This is my fourth visit to St. Petersburg. I think this city is an excellent place for organising exhibitions and business meetings such as Europe+Asia Event Forum.

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JOHANNA FISCHER, MANAGING DIRECTOR OF TMF DIALOGUE MARKETING GERMANY & INDIA (VEITSHÖCHHEIM, GERMANY)

The Europe+Asia Event Forum was organised by professionals: it had a good programme, and discussions were led by interesting speakers on relevant topics. I wish EFEA all the best and good luck in the future!

LYUDMILA SMORODOVA, EXECUTIVE DIRECTOR, RUEF (NIZHNY NOVGOROD, RUSSIA)

This forum is of interest to me because it allows you to assess the state of the industry, discuss fundamental issues regarding its development and identify new areas of cooperation. I’m interested in learning about new innovations, oﬀers, presenting my plans and ideas. What’s especially important for me is that a lot of attention is paid to the regions. This is a wonderful platform, a platform for discussing regional problems.

JANOS BARABAS, EXECUTIVE VICE CHAIRMAN, HUNGEXPO CO LTD (BUDAPEST, HUNGARY)

I believe that the era of traditional B2C exhibitions is over, but that B2B exhibitions and new B2B and B2C combinations will evolve. I am therefore expecting progress in the industry this year.

PAUL COLSTON, MANAGING EDITOR AT MASH MEDIA GROUP (LONDON, ENGLAND)

The Europe+Asia Event Forum has been a timely event. Industry development forecasts are encouraging. Here you can have face-to-face discussions on all aspects, including new technology and solutions.

MIKHAIL BONDARENKO, HEAD OF THE RUSSIAN FEDERATION’S TRADE MISSION IN SOUTH KOREA (SEOUL, SOUTH KOREA)

This is the third Event Forum I’ve taken part in and I can see that its organisation is getting better and better. More regions and more expert speakers have started taking part. For example, last year there weren’t any representatives from Korea, but today we held a plenary session and talked about new trends in the tourism and exhibition industry.

DEAN LIN, DIRECTOR, TAITRA ST. PETERSBURG (TAIWAN)

I think Europe+Asia Event Forum is a very useful and interesting event. Once again, I have acquired lots of useful information and met many new people. That, in my view, is the point of the Event Forum.

This final report has been prepared by the Expo Business Review on request of the R&C Market Research Company. www.expobr.ru 26

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