Repeat business boosts BIEC's occupancy in 2004

This year, BIEC has 35 confirmed bookings occupying an aggregate 2.6 million gross square metres of exhibition hall space.

"Our 2004 events schedule is characterized by 15 short-term tenancies held every year or biennially, representing approximately 43% of BIEC's total confirmed bookings for the current fiscal year," says Kadem Esa Al Saeed, Acting General Manager of Bahrain Convention & Exhibition Bureau (BCEB).

"The expansion of the Exhibition Centre to include a 1,400 square metre world-class convention centre which opened last March is one of the wisest investments made by the Government of Bahrain," says Mr Al Saeed.

In 2003, the Centre's occupancy rate comprised of 25 international trade shows, public exhibitions and functions that occupied 1.57 million gross square metres of hall space.

An estimated 33% of the total available hall space is not being sold every year on account of Islamic Observance holidays and downtime.

"The significant share of repeat business in BIEC's 2004 calendar of events is an acknowledgement of the Centre's top-flight service by its customers. Repeat business creates positive word-of-mouth, resulting in increased sales for the Centre," says Mr Al Saeed.

Every year, BIEC's programme of activities include established trade and consumer exhibitions organised by Arabian Exhibition Management W.L.L. and hosted on an annual or biennial basis. These include The Autumn Fair, Jewellery Arabia, Middle East Geosciences Exhibition and Conference, Society of Petroleum Engineers Middle East International Oil and Gas Exhibition and Conference and Middle East Refining and Petrochemicals Exhibition and Conference.

With the exception of The Autumn Fair which is a consumer event and Jewellery Arabia which caters for both trade and consumer visitors, the rest of the events are trade exhibitions.

"BIEC's show season starts in September and runs up until May of the following year.

This year, the Centre has a busy programme of nation-wide festivals, charity events and major gatherings directly benefiting the country and confirming the Centre's role as an integral part of the community," adds Mr Al Saeed.

"For instance, BIEC has been selected to host the 39th Asian Weightlifting Championship next month, bringing tremendous promise for the future."

The impact of trade fairs on the economy can be quantified in two respects; first, in terms of direct spending, i.e., cash inflow, by conference and exhibition delegates on the rental of the exhibition and conference venues, hotels, airfares and associated services, e.g., stand construction and subsequent spending in the Kingdom following the event activity. However, the real impact is on the businesses created in Bahrain as a result of exhibitions, such as companies opening offices in the country.

In addition to managing the Exhibition Centre, BCEB also owns a portfolio of events, e.g., Auto and Motorsport Arabia, Intelligent Buidling Middle East, Telecom Arabiya and Aluminium Middle East in cooperation with international and regional event organisers such as Nuernberg Global Fairs (Germany), PennWell Corporation (USA), Media Generation Group plc (UK) and fairtrade GmbH & Co. KG (Germany).

Majority of these events will be launched in 2005. Water Middle East 2004, a trade exhibition being organised by BCEB in partnership with Nuernberg Global Fairs opens in September in conjunction with Power-Gen Middle East incorporating Iraq Reconstruction Exhibition and Conference 2004, an international trade event organised by PennWell Corporation.

Specialised exhibition subjects most in demand in Bahrain include oil and gas, infrastructure development, downstream manufacturing, education and health care, financial services, tourism and motor sport.

In line with Management's thrust of developing BIEC's infrastructure, new projects have been lined up in the horizon to include a muti-storey car park, upgrading of the acoustics system in Hall 2 to international standards, construction of new storage facilities, refurbishments to existing conference and exhibition facilities, etc.

The estimated annual industry turnover/expenditure on trade fairs, exhibitions and conferences in the Kingdom is US $ 25 million, a figure with a potential to increase twice as much in the coming years.

BIEC is Bahrain's largest tradeshow and convention facility with over 17,000 square metres of covered and connected usable space. Hall 1 opened in 1991 while Hall 2 was inaugurated in 1999. BIEC is owned by the Government of Bahrain and managed by BCEB, one of the directorates under the Ministry of Commerce.