The new direction of the Horti Fair was appreciated by visitors. From research by an external market research bureau it has become clear that the fair received an average rating of 6.8, which is a full point higher than the fair in 2010. Also the stand holders are satisfied: all ornamental cultivation companies from Hall 10 will return to the Horti Fair in 2012.
The Horti Fair is the largest, international, specialized fair about Technology, Innovation and Inspiration and took place in the first week of November in Amsterdam RAI. The fair decided on a new approach last year: from square metres to cubic metres. In this way the Horti Fair will in future offer more knowledge transfer, more network possibilities and more interesting events, such as the Flower Catwalk and the International Horti Congress.
The number of visitors to the Horti Fair amounted to 23,240 from 65 different countries. Together they visited the fair 27,500 times (for an average of
5 hours), which is an increase of 20% compared to 2010. Also the average appreciation increased to 6,8. Of all visitors 62% found the fair was 'good' to 'very good' in promoting and the exchange of knowledge. To get to know new technologies, products and services and networking and obtaining knowledge are important motives for visiting. When asked whether the fair satisfied the expectations 68% replied 'as expected or above expectation'.
The visitors also had points of improvement, as per the research. The most important points of criticism are more adjustment between the three Hortiweek events (Horti Fair, Trade Fair and IFTF), better signposting at the Fair and better programming of the congress and seminars. Director Frans-Peter Dechering: "We have received many points of improvement from visitors. But the general impression is: The Horti Fair 'lives' with visitors and stand holders. It is experienced as a technological event in the international horticulture and the fair clearly has improved compared to previous years. We are on the right road."
Stand holders satisfied as well
The market research bureau also approached stand holders of Horti Fair 2011. Seven out of ten stand holders are 'satisfied' to 'very satisfied' with the fair. That is a slight increase with 2010. Most critical were the stand holders of Hall 8. This hall was the most quiet one of the four halls. Dechering: "This is one of our points of attention next year. Hall 8 will be busy again."
Hall 10 of Amsterdam RAI was the ornamental cultivation hall of the last Horti Fair. In this hall a large number of ornamental cultivation companies - amongst whom were improvers - could be found. In the meantime they have intimated to be present at the Horti Fair 2012 as well. Dechering: "The ornamental hall of the Horti Fair is again the visiting card of the international ornamental cultivation!"
Horti Fair 2012
This coming year the Horti Fair will take place in Amsterdam RAI from 30 October to 2 November inclusive. Attracting stand holders has started in the meantime.