■Serena Zheng
IAAPA, the global association for the attractions industry, revamped its brand identity with a new look and logos this year. Its IAAPA Expo Asia (previously called Asian Attractions Expo) rotates through the Asia-Pacific region to provide attendees the opportunity to see and learn from new locations, attractions and areas of the industry. The 2016 Expo held in Shanghai, China, for example, hosted a record-breaking 11,500 total participants, including 8,100 buyers from 79 countries and regions, who attended the event to discover new ideas, acquire best practices and gain business insights; as well as to network with industry players. This year, IAAPA Expo Asia 2019 will be running in Shanghai again from 11-14 June 2019 with the biggest-ever edition.  

The IAAPA team was interviewed by GTI magazine before the event to share with global manufacturers the history of the events in Asia and their return to Shanghai, as well as the latest developments of this year's event.

Q: After the name change, will the venue of IAAPA Expo Asia expand beyond the Asia-Pacific region to Japan, South Korea, Thailand and India? IAAPA Expo Asia has been held in Beijing, Shanghai and Hong Kong, why did you choose these places? Compared with other Asian countries, what are the characteristics and benefits that are demonstrated in China?

A: The attractions industry Asia-Pacific region is growing and vibrant, and now IAAPA Expo Asia has become the premier annual expo in the Asia-Pacific region. The expo, which is held annually in Asia at different places, aims to provide participants with a better experience and allow exhibitors to highlight the attractions and industries in each region. The location of the expo depends on a number of factors, such as whether the area has exhibition halls that fit the scales of IAAPA Expo Asia and the range of exhibits, as well as whether there are enough accommodations for thousands of international exhibitors and buyers. The IAAPA Asia-Pacific regional committee, composed of industry professionals from the Asia-Pacific region, provides feedback and opinions on the expo venue selection to assist IAAPA in choosing products, services and venues that best meet the needs of participants. The exciting thing is that this year's event will return to Shanghai. Three years ago, the expo achieved a great success in Shanghai. We plan to promote a number of attractions and tourist destinations around Shanghai and the Yangtze River Delta during the expo. This year's exhibition space sets a new record for the expo.

Q: Since the global economic turmoil in 2018, has the exhibitor recruitment been impacted? What is the current situation of the recruitment process? Could you please reveal the number of exhibitors, new exhibitors, and the increase or decrease of exhibitors in FEC and other sectors?

A: Nowadays, the tourist attraction industry is booming all over the world, especially in the Asia-Pacific region. The expo was held in Hong Kong last year, with a 27 percent increase in attendance compared to 2017. This year, when the expo returns to Shanghai, the number of participants is expected to be even higher than last year. The expo will welcome over 400 enterprises from more than 60 countries and regions. They will showcase innovative products and services from all sectors of the attraction industry, including FECs, bowling centres, malls and attractions. The net area of the expo will be 13,000 sq.m.

Some exhibitors from mainland China are as follows:
Golden Horse Technology Entertainment Corp., Ltd.
OCT Vision Inc.
Fantawild International Limited
Beijing Jialong Jiuhua Amusement Rides Manufacturing Co., Ltd.
Guangdong Dalang Water Park Equipment Co., Ltd.
Golden Digital Creative Co. Ltd
Jiangsu Jingang Culture &Technology Group Co., Ltd.
Zhejiang Juma Amusement Equipment Co. Ltd.
Panasonic Corporation of China
For a complete list of exhibitors, please visit the IAAPA website:
https://s15.a2zinc.net/clients/IAAPA/aae2019/Public/Exhibitors.aspx?ID=2846&sortMenu=103004

Q: What role will IAAPA Shanghai office play when the exhibition returns to Shanghai in 2019? Will IAAPA Shanghai office take this opportunity to plan more social networking and strengthen its brand influence?

A: IAAPA opened its representative office in Shanghai to better serve the growing scenic spot industry in China and even throughout Asia-pacific Region. IAAPA's Asia-Pacific operations team is gearing up for the IAAPA Expo Asia 2019 in Shanghai. The expo will feature four EDUTour activities, including a visit to the Shanghai Disney Resort, Shanghai Natural History Museum, Hello Kitty Shanghai Times and the opening night reception at Haichang Ocean Park. The Shanghai representative office is committed to strengthening its membership in China and supporting the education and training of the industry. IAAPA will continue to launch a series of innovative and exciting activities for IAAPA members during the expo. In recent years, our team has planned and organized a variety of social networking, educational conferences and so on, so that insiders have the opportunities to gather together to establish business relations with each other, learn and grow together. In addition to gearing up for the upcoming IAAPA Expo Asia in June, we are currently preparing for the IAAPA Asia Pacific Summit to be held in Hainan, China in October this year.

Q: With the development and application of technologies such as the Internet of Things and blockchain, the interconnection of all things and cross-border integration have become an important form for the Chinese economy to break the traditions and maintain the vitality of growth. Will IAAPA Expo Asia take this as a reference, adopting some new ways to attract buyers and expanding its popularity in inviting professional and cross-industry buyers as well as exhibition promotion?

A: IAAPA Expo Asia is an international industry event. The key point is that IAAPA is able to receive professionals from cross-channel and platform scenic spots in the venue. These channels and platforms include traditional marketing and advertising technologies, such as print advertising, direct marketing, mailing, and digital strategies. This year, we found a new way to develop and implement dedicated strategy through WeChat. This is the first time IAAPA has opened an official WeChat account and introduced various association information in a microsite.

※The article is published in the GTI Magazine Issue No. 175 in May 2019