Expolink expands its reach

Bangkok Post Thursday, April 17, 2008

The exhibition organiser Expolink Global Network, a Thai-German joint venture, plans to offer trade fairs and exhibitions in neighbouring countries starting next year. Expansion to Laos, Cambodia and Burma would be supported by the Cologne-based partner, Koelnmesse, one of Germany's largest exhibition organisers, said Phusit Sasitararanondha, the company's managing director.

Though these markets remain small, they have potential and attract foreign exhibitors that want to establish investment and trade relations with local businesses, he said.

Expolink estimates the expansion could help rise its annual income from an estimated 200 million baht this year, which would be an increase from 140 million earned in 2007.

Koelnmesse GmbH entered the Thai market six years ago and in 2005 it acquired a 38.5% stake in Expolink Global Network Ltd to broaden its presence to the local market and the region, especially to promote Thailand as a strategic location in Asia.

According to Mr Phusit, the business synergy has enabled the Thai team to help run more than 50 world-class trade fairs and exhibitions that Koelnmesse has secured and managed worldwide each year. Instead, the German partner would enjoy local connections from Expolink such as taking buyers and exhibitors to join events overseas.

It was proven at the Anuga 2007 exhibition in Cologne when more than 200 Thai food companies participated in the event covering 2,400 square metres, up from an average of 1,500 sq m before forming the joint venture.

In Thailand, Koelnmesse has helped upgrade standards of trade events to international levels.

For example, the World of Halal Science, Industry and Business Conference 2008 in Krabi two months ago brought in more than 300 delegates from Muslim countries and the event will be organised annually in the resort province.

Thaifex World of Food Asia, to be held in May at Bangkok, will bring in about 2,000 multinational food companies to display their innovations.

According to Mr Phusit, the exhibition business in Thailand remains sound with more than enough venues, but the country has very few items to display and attract delegates from abroad.

''Only food shows innovation and is able to attract foreign investors, not only local buyers,'' he said.

Therefore, the government should strengthen the real sector in various industries and develop local brands to ensure there are enough players and interesting innovations to draw visitors.

He said that among the four elements of the Mice (meeting, incentive, convention and exhibition) sector, exhibitions and conventions have played crucial roles and generated substantial income to the country.

For example, about 5,800 foreign visitors attended food events in Thailand and are estimated to have spent billions of baht, calculated roughly at 40,000 baht per head per day.

Fairs also create jobs and income, from booth construction and further trade after the events, which is money the government should not overlook, he added.