Study shows changing role of Malta trade fair

The International Fair of Malta is turning into an event where people visit to see what's on offer and not to spend money, results of a survey among retailers indicate.

At the end of this year's trade fair, held at the Naxxar grounds for the last time, the Malta Chamber of Small and Medium Sized Enterprises - GRTU interviewed a sample of 150 exhibitors from different sectors to find out that more than half of them think they had done worse than the previous years in terms of sales.

About 34 per cent thought their sales were as good as last year and 15 per cent reported that business was better than in 2006.

Presenting the findings during a press conference yesterday, Marcel Mizzi, head of the GRTU's research unit, said almost 49 per cent of retailers think people turn up to the fair not to buy but as a way to spend their evening.

The GRTU survey showed that business was much worse than last year for retailers selling furniture, household goods, home decorations, TV sets, and those in the aluminium and wrought iron industry. Other businesses, such as those selling air conditioners, claimed their sales were as good as last year's.

Others factored in the many events such as music concerts, cultural activities and the inauguration of Mater Dei Hospital as the main reason why fewer people turned up at the trade fair on certain days.

GRTU director general Vince Farrugia said the results were indicating that the trade fair was taking on a different dimension to what it used to have.

Whereas people used to turn up in the past to buy items, activity was now becoming more focused on marketing as people visit to view what they are after at different stands and often the deals are done at the shops once the trade fair ends.

"The trade fair is not dying but ideas are changing," Mr Farrugia said, explaining that the market scenario was becoming more consumer oriented thanks to the increased competition over the past years.

Businesses had improved their facilities and customers services at their own shops so trade fair stands were taking on a different function of attracting customers who do not necessarily have to cash an item at the fair.

Mr Farrugia said trade fairs today were still relevant but creativity was needed from retailers to make the event attractive.

Holding the event at the new tent in Ta' Qali next year would be a new attraction and should be an occasion for the international trade fair to pick up as an important retailing event again, he said.