The new course embarked on by the Horti Fair has been given the seal of approval by visitors. A survey carried out by an external market research agency shows that the average score for the trade fair is 6.8 out of 10, which is a full point higher than the 2010 event. Exhibitors are satisfied as well, which means that all the floricultural companies in hall 10 are returning to the Horti Fair 2012. 

The Horti Fair is the greatest international trade show for Technology, Innovation and Inspiration in Horticulture and it took place in the Amsterdam RAI in the first week of November. The trade fair chose to take a new course last year: from square metres to cubic metres. As a consequence, the Horti Fair will be offering more transfer of knowledge in future, more networking opportunities and more exciting events, like the Flower Catwalk and the International HortiCongress.

Visitors to the Horti Fair numbered 23,240 from 65 different countries. They collectively paid 27,500 visits lasting an average of 5 hours during the four days of the trade show: a rise of 20 % compared with 2010. The average rating rose as well – to 6.8 – and 62 % of all visitors believed that the fair was successful to very successful in facilitating and exchanging knowledge. Getting to know new technologies, products and services, networking and gaining knowledge are the most important motives for visitors. When asked whether the trade fair had lived up to their expectations, 68% replied that it had been what they had expected or beyond that.

Points of improvement suggested by visitors also emerged from the survey. The most important criticism included the coordination between the three HortiWeek events (Horti Fair, Trade Fair and IFTF), better signage at the show and better programming (the congress and the seminars). Director Frans-Peter Dechering says, “Visitors have given us lots of points for improvement. But the general picture is that the Horti Fair has come alive for visitors and exhibitors. It is perceived as the foremost technology event in international horticulture and the fair has clearly improved in comparison with previous years. We’re on the right road.”

Exhibitors are satisfied as well

The market research agency also interviewed exhibitors at the Horti Fair 2011. Seven out of ten exhibitors are satisfied to very satisfied with the trade show, which is a slight increase compared with 2010. Most of the criticism came from exhibitors in hall 8, which was the quietest of the four exhibition halls. “This is one of our points for attention in the coming year,” promises Dechering. “Hall 8 will be busy again too.”

Hall 10 in the Amsterdam RAI was the floriculture hall during the last Horti Fair, when a large number of floricultural companies – including plant breeders – could be found here. These businesses have now indicated that they will also be present at the Horti Fair in 2012. Dechering: “The floriculture hall at the Horti Fair will once more be the showcase of international floriculture!”

Horti Fair 2012

This year the Horti Fair will be taking place in the Amsterdam RAI from 30 October to 2 November inclusive. Exhibitor recruitment has now begun.