MCH Group cancels traditional exhibitions
The MCH Group is doing the only right thing: It is canceling the Muba in Basel, Comptoir Suisse in Lausanne, and Züspa in Zurich—all of which have been operating at a loss for a long time. At the same time, it is exploring the development of new, innovative formats. This is the promising strategy in a trade show industry experiencing a dramatic decline.
At the same time, the MCH Group states that it will "concentrate in future on strengthening and further developing our leading national trade fairs and specialized public exhibitions in Switzerland - for example Swissbau, Habitat-Jardin, Giardina and SWISS-MOTO". www.messe.ch
Looking to the future, Hans-Kristian Hoejsgaard, CEO a.i. of the MCH Group, emphasizes that the MCH Group is examining the development of a new, innovative format for "hybrid" audience platforms for 2020. This is intended to combine the temporary physical live experience on site with various digital offerings and thus create communities that are present all year round.
Hans-Kristian Hoejsgaard says: "For strategic reasons, we are no longer pursuing the traditional exhibition format of general public exhibitions with a focus on product sales. These MCH trade fairs have lost their appeal for a wide range of visitors and exhibitors can no longer achieve their goals due to the declining visitor numbers and lack of sales."
