The official announcement of the 2019 Genoa International Boat Show, organised by Italian marine industry association UCINA, was held in Milan yesterday at the headquarters of Italy’s national business newspaper, Il Sole 24 Ore.
The event was heavily attended, with comments coming from Il Sole 24 Ore president Edoardo Garrone, Mayor of Genoa Marco Bucci, president of the Liguria Region, Giovanni Toti, and UCINA president Carla Demaria. Moderating was Antonio Macaluso from Corriere della Sera.
Now in its 59th year, the 2019 Genoa show is shaping up to be a successful edition. Preliminary figures have forced the organisers to find new ways of fitting in a surplus in applications. “Confirming last year’s trend of companies already stating they would be back again this year, in view of the event’s undeniable importance for business development, preparations are 26% earlier than for the previous edition,” said Alessandro Campagna, commercial director of the Genoa show. “We can safely say we have already reached 100% of our target.”
Acting on widespread requests for more display space, the yachts and superyachts area will be 28% bigger this year, with a particularly tendency towards open and flybridge models. There will also be a 48% increase in sail, including both entry-level vessels and yachts of up to 70ft-80ft.
A 73% increase can be seen for the outboard sector, mirroring the market segment’s excellent performance. And requests from accessories firms are up by 35%. Overall, 48% of this growth comes from overseas operators, says UCINA.
“In terms of brands on display, currently we can only increase by another 3%,” said Campagna. “We’ve already had to identify new technical solutions in order to cope with the increase in applications, from extending piers to optimising a number of open-air spaces.”
As for promotion, UCINA is investing 32% more on advertising within Italy this year, with a particular focus on radio and television coverage.
On the international front, March saw the start of an overseas communication campaign as part of the ’Extraordinary Promotion Plan for the Made in Italy Brand’ launched by the Italian Ministry for Economic Development and implemented by the Italian Trade Agency. These activities will include a massive media presence in a number of world-leading magazines and an international tour for 150 journalists and operators from 29 countries.
The 2019 Genoa International Boat Show will be held from September 19-24.