Leading companies and organizations were conspicuous by their absence at Taxi Expo.
Utrecht recently hosted the annual Taxi Expo, an event that is normally buzzing with activity and innovation in the taxi industry. With only 1000 visitors, according to the organization's own words, in stark contrast to the successful years of the past, the fair reflected a deeper trend in the sector. After the successful years, in which the trade fair was spread over several days to cope with the number of visitors, the realization is now gradually dawning that the current visitor numbers may have become the new normal.
It is ironic that the organizers, in what seems like a “we of toilet duck” mentality, still consider the event a great success. This self-congratulation is in stark contrast to the reality of a trade show floor. The absence of leading companies and organizations on the exhibition floor raises questions this year. Or companies conduct cost-benefit analyzes and conclude that participation in certain fairs or exhibitions is not profitable, or they drop out due to high participation costs and a limited expected return on investment.
shifts
As the market shifts and demand for certain products or services changes, companies may decide that participating in specific trade shows is less relevant to their current strategies or target markets. With the rise of digital marketing and online platforms, some companies are choosing to shift their resources from physical events to digital marketing initiatives that can have broader and more targeted reach.
In some cases, companies may feel that the market is saturated or that the competition at certain events is too fierce, making it more difficult to differentiate themselves and gain value from their participation. In addition, companies can shift their strategic focus, making participation in certain trade shows less of a priority as they can reach their key customers or partners more effectively in other ways, such as through smaller, more targeted meetings or individual business meetings.
For some companies, logistical challenges such as transportation of equipment or staff availability can be a barrier to participation. In light of increasing concerns about climate change and sustainability, some companies may limit their participation in trade shows as part of their efforts to reduce their carbon footprint.
If companies have not received the desired results or feedback from participating in certain events in the past, they may decide to reconsider their participation in the future.
The world of fairs and exhibitions will undergo a striking change in 2023. While conferences maintain their relevance as centers for innovation and networking, trade shows struggle to maintain their former luster.
In 2023, a remarkable trend will emerge in the world of fairs and exhibitions. Trade shows appear to be experiencing a strong recovery in numbers, while visitor numbers are still struggling to regain their former glory. As conferences continue to prove their value as centers for innovation, networking and business transactions, trade shows may need to rethink their focus and offerings to remain attractive to a changing audience.
This separation in recovery patterns between trade and public fairs raises important questions about the future of the trade fair sector. Trade shows, which focus on specific industries and professional networks, appear better positioned to meet the challenges of the modern age. In contrast, public fairs, which rely more on large numbers of visitors and often offer a wider range of topics and attractions, must find new ways to stay relevant.
history
The history of the Taxi Expo is a story of adaptation and growth. In 2014, a big change came to the Taxi Expo when ProMedia Group, publisher of leading online trade magazines, took over the fair from Amsterdam RAI. This takeover was an important moment, as Amsterdam RAI, together with partners KNV Taxi and Challans & Faber/Magazine Passenger Transport, had been the driving forces behind the event until then. The taxi industry, which has always been active and involved in the event, has always shown its best side over the years with an exhibition area of more than 2000 m² in the RAI.
It was once the event everyone looked forward to. After its start in Amsterdam, the fair moved to Houten in 2015, a move that was perhaps inspired by the search for a more central and accessible location for participants from all over the Netherlands. Since this year, the fair has found its home in Utrecht, which further increases the accessibility and reach of the event. The organizers of the fair are doing their best.
strategy
In an attempt to reverse the declining interest, they joined forces this year with those of other trade fairs such as Fleet Expo and Tankstation Vakbeurs. Despite these efforts and a combined marketing strategy, the intended success again failed to materialize for the exhibitors. The fair, once a vibrant center of networking and innovation, now seems more like a silent witness to the problems that the industry and entrepreneurs are struggling with. You can then only use the square meters of exhibition space fill with wagons. The world of fairs, conferences and exhibitions is undergoing a striking change.
