However, leaving aside the impossibility of finding dates for Golf Europe that satisfy all equipment, accessory and apparel suppliers - this year the event runs a week earlier than usual, from Sunday to Tuesday, September 27 to 29 - it was the overall cost of exhibiting which was on everyone's minds. There is reason for optimism on this front though. The earlier dates will mean that cheaper hotel rates are available (as there will be no concurrent commercial property show for the not-so-fatthis- year-cats), the organisers are considering free guest tickets for exhibitors' clients, and there is no increase in space prices from 2008. All public transport is of course available free of charge to both exhibitors and visitors.
Paramount in potential exhibitors' minds this year, above all, is the cost-effectiveness of taking part in trade fairs. That's the challenge to be faced not only by Golf Europe but by all similar events throughout the world. Analysis and evaluation of trade fair participation is a tough exercise - only those shows that can really deliver a strong, qualified and, preferably, international audience can look forward to a positive future.
Golf Europe 2009 takes place at the MOC, Munich from September 27-29.
