TFWA Singapore:
An Unvarnished Perspective.
By: Peter Marshall
TFWA Singapore:
2 minutes read
With a few days off after Singapore, I have had time to reflect on last week’s conference and exhibition. Overall it was a success, yes – the numbers of attendees appeared to be the same or slightly up on last year, while the number of exhibiting companies rose from 200 to 234, of which 75 were new. That is a very good thing.
The response from the floor was mixed, however, as ever. Quite a number of exhibitors expressed concern and surprise that the traffic numbers appeared ‘soft’ and that the presence of buyers was lower than expected. Certainly there were very few ‘walk-ins’. Others were very happy with their results, that the quality – if not the numbers – were there and that planned meetings went to schedule. Certainly some of the social events were outstanding.
But there was a significant groundswell of shared opinion about the absolute costs for the exhibition stands and the ever-escalating prices in Singapore. I am aware that we are locked in for the next two years, of the importance of continuity and that an Asia Pacific mid-year event is key for the industry that reflects the importance of the region. So, too, the current exhibition hall’s environment provides the opportunity to have arguably better quality conversations in a more relaxed ambience and in a less obvious ‘speed-dating’ manner than in Cannes. Additionally the hall spaces genuinely lend more scope for creativity. These are all strong elements that count.
But – and it is a big but – with the costs for stand spaces approaching Cannes levels and Singapore being no match for the likely commercial outcomes from Cannes, are exhibitors simply now paying too big a price for the privilege of being in Singapore? This, coupled with the outrageous prices at many of the hotels, at restaurants and for taxis – it all really makes you think whether TFWA should start looking now for alternative venues for two years hence. Venues that deliver many of the same qualities offered in Singapore, but with far greater savings for all across all key elements – exhibition space, hotels and entertainment. What participating travel retail business would not reasonably welcome this?
So let me give you some of the more obvious location examples that are worthy of consideration: Hong Kong, Bangkok, Kuala Lumpur, Mumbai, Manila could be good starting points, all around the same travel time. We are in the travel business after all, so perhaps we should be a little more agile in broadening our horizons. Singapore is a safe bet – it has become an expensive habit that we have become used to, writing it off as the cost of doing business. It IS a special place and it IS efficient. It’s also rather sanitised and arguably a little soul-less. The ‘railway station’ feel of MBS check-in speaks volumes. We don’t need to repeat the issue of prices at this specific location, but paying 38 Singapore dollars plus plus for a piece of salmon that I could barely find on the plate is an excellent recent example of being ripped off.
Why don’t we just look for a different venue that offers an intrinsically better commercial deal, combined with more character? Perhaps a broader consultation process between TFWA management and the wider industry could be the order of the day? I am simply asking questions here that many attendees this year were voicing, and where answers would be welcomed in a more transparent manner.
So, please comment here, or send yours to TFWA on a postcard from the Asia Pacific venue of your choice. Perhaps with just four words: ‘Wish you were here’!
This could be the start of an exciting industry campaign for a time to change.
