Reed’s push into Latin America and the collaboration of regional associations should make 2016 a big year for Mexico’s MICE industry
Latin America has been the source of much business events news this year. Reed’s acquisition of ICOMEX and the show’s subsequent rebranding, as well as the shared and focused approach being taken by the region’s associations, are two positive indicators that everyone wants in on the Americas.
The rebranding of Reed Travel Exhibitions (RTE’s) Latin America MICE event ICOMEX – after acquiring the trade fair in 2014 – is expected to boost the event’s growth in 2016.
“With the change of name (to ibtm Latin America), we are truly part of the international ibtm events portfolio and specifically we can now adopt many of the brand values that support each event,” said David Hidalgo, the show director for ibtm Latin America “For example, the global themes for the ibtm knowledge programme can be used specifically for our region, combining local and regional emphasis as well as an international flavour.
Part of the development for ibtm Latin America 2016 includes a new hosted buyer recruitment strategy, expected to generate growth in south and central America, as well as drawing interest from international markets including Spain, Germany, France, UK, US and Canada.
A focus on attracting international buyers is also predicted to boost international supplier numbers at the event, especially representatives of destination marketing organisations and convention and visitor bureaus who want to meet regional planners.
The event is organised by a team based in Mexico City, and ibtm Latin America will be the eighth event in the ibtm events brand.
The Mexican Association of Professionals of Fairs, Expositions and Conventions’ (AMPROFEC) annual congress took place in San Luis Potosi on 26-29 August, which gave, among others, the exhibition industry association UFI a chance to convene its Latin American Chapter.
The association was represented by its president Andrés López-Valderrama (Corferías, Bogotá) and the three leaders of its Latin American chapter, Juan Pablo Maglier (La Rural, Buenos Aires), José Navarro (EJ Krause de México) and Ligia Amorim (NurnbergMesse Brasil); as well as Nick Dugdale-Moore from UFI’s Paris headquarters.
The general assembly of Latin American exhibition association AFIDA, also took place during the congress.
“Mexico due to its strategic location, infrastructure and unique features, has been perceived in recent years as one of the most attractive markets in Latin America for the development of professional congresses and fairs,” said general manager of EJ Krause de México, José Navarro Meneses. “For this reason, the meeting of the Latin American chapter of UFI during the AMPROFEC Congress, which seeks to establish contact with the community of organisers of our country in order to enhance areas of cooperation and professional interaction, is of special importance.”
Much of the accelerated development of the MICE industry in Latin America is due to efforts from leading industry players in ensuring they are pointed in the same direction, something that has been difficult achieve in recent years. Regional plans by some US associations had created a schism between North American and Latin American associations.
AMPROFEC anticipates international activity in Latin America will grow as most event organisers already have a presence in the region.
