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    EXSA Focuses on Barmotion

    If fortune favours the brave, she will love Barmotion's decision to venture into overseas markets during a global pandemic.

    However, we would prefer to look at it as a well thought through, calculated, strategic move. Quite simply the pandemic has hit the global events industry hard, our own domestic exhibitions and events market is fighting to recover but it may take some time to build back to 2019 levels. We are all confident that it will happen but it will take time.

    In the meantime, we, as events businesses, need to be searching out new opportunities. In a bleak landscape, one market caught our eye in how it dealt with the pandemic, the lockdown and the ensuing reopening of its industry. That market was the UK. The UK exhibition industry had been dynamic in its approach to proving that events could go ahead safely, The UK associations came together to produce a demonstration exhibition in September 2020 and government officials were invited to see for themselves how safe exhibitions could be. Sadly, on the cusp of reopening a surge in infections caused a further lockdown and the industry had to wait until July 2021 before the doors of its halls could, once again, open to businesses and the public.

    International confex 1From that time the UK exhibition market has reopened quickly, with vigour and commitment, and it has become one of the fastest markets to return to something like normality. That made it an interesting proposition for all of us at Barmotion.

    We share English as a major language so translation costs are low, business patterns and behaviours mirror ours in South Africa, we have trade links, and we share some common history (cricket and rugby notwithstanding!).

    We decided that the opportunity was right for us to take the brand of stand hospitality that has made Barmotion so popular in the South African events industry, into the UK market. It extends our business reach enabling us to support our regular clients in South Africa who are exhibiting in the UK and Europe by providing a brand and service that they trust, as well as giving any UK exhibitors coming to South Africa the same levels of assurance.

    It’s amazing to realise that Barmotion is now a truly international business.



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    EXSA enables connections through the networking and communication of our Forums and via our website (www.exsa.co.za).

    Besides providing EXSA’s directory of members, an exhibitions calendar and news feed, the EXSA website also offers a wealth of knowledge and industry guidelines available to its members.


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