Amsterdam RAI Convention Centre hosts 2m visitors annually and in 2011 the RAI complex hosted 595 events that attracted 1.6m visitors. Amsterdam RAI, the venue’s organising arm, organises international trade exhibitions in Amsterdam and outside of the Netherlands. RAI Exhibitions also organises national trade shows. In addition to its own exhibition brands, Amsterdam RAI facilitates events organised by third parties, including exhibitions, conferences and corporate gatherings.
How is business?
We have had a positive year so far. We have invested in good relations with clients and in our venue and we are seeing business growing and event volumes increasing.
How is the RAI’s business split nationally/internationally?
We have 70 per cent international events at the venue and 30 per cent national. We work with Amsterdam Congress Bureau to sell the city as well as the events.
Where are you focusing your marketing efforts?
Europe is our most popular market and most of our corporate meetings are from the UK. The US is also strong for us. Our future plan is to win more multi-day international events. We have also developed a five-year strategy to connect physical and virtual meetings. Virtual meetings
are growing in popularity and we want to be able to facilitiate this.
Which countries are you keen to attract?
We are looking at new and emerging markets and we have booked a stand at the China Incentives and Business Travel Meetings show (CIBTM) this year for the first time. South Korea, India and Brazil are all in our sights.
We are currently consulting on a venue in India, which would be under our brand. We are speaking to local organisers and doing lots of research into the area as part of the consultation process. We are also looking into Brazil for future business opportunities that we can put the RAI stamp on in the future.
Who is your biggest competitor?
Because of the uncertain economic situation we have experienced in Europe, for exhibitions Germany is our biggest competitor. For conferences Barcelona, Vienna and Copenhagen are our biggest competitors.
What is RAI’s commitment to sustainability?
Amsterdam has a long-term commitment to Corporate Social Responsibility and set some clear goals in 2008. The RAI has underwritten the 10 principles of the Global Compact and strives to work closely with its main stakeholders. Our aim is to be a leader in the congress and event industry in Europe when it comes to sustainability by 2013.
Amsterdam RAI is also certified as the most sustainable venue in Europe; the venue is the only exhibition and convention centre with the status Green Key and the silver Earth Check qualification.
What’s next for the venue in terms of developments?
At the start of 2013 we will be adding a multifunctional and sustainable office and conference centre with a restaurant to our premises. The vision also includes the construction of a new parking garage for 1,000 cars to bring the RAI’s parking capacity back to the desired level.
This was first published in the Issue 69 of CMW. Any comments? Email cmw@mashmedia.net
