Registration for this year’s Genoa International Boat Show is up by 26% compared to the same time last year, according to Italian trade association UCINA, with more than 92% of the 951 exhibitors from the 2018 edition having already identified their display areas and products to be showcased.
Among the first to register for the 2019 event are Amer Yachts, Azimut Yachts, Beneteau, Galeon, Greenline, Jeanneau, Monte Carlo Yachts, Pardo Yachts, Princess, Sanlorenzo, Solaris, Sunseeker and Vismara. Outboard motor exhibitors include BRP, Honda, Selva Marine, Suzuki and Yamaha.
The ‘four boat shows in one’ formula will be back again for 2019, says UCINA, with tailored services dedicated to four distinct market segments: yachts and superyachts; sailing; outboard motors and inflatables; and accessories and components.
The available space – 115,000sq m on water and 110,000sq m on land – will therefore be exploited using innovative technical solutions to cope with the increase in applications, says UCINA, from expanding the piers to optimising a number of open-air sections.
On a more global scale, the overseas communication campaign has been operating since March this year, within the context of the ‘Extraordinary Plan to Promote the Made in Italy Brand’ launched by the Italian Ministry for Economic Development and carried out by the Italian Trade Agency.
The campaign involves a significant presence in foreign magazines and a press tour that will see 150 overseas journalists and operators invited to the 59th edition of the show, which runs from September 19-24.
The international marketing campaign for the Genoa International Boat Show will also see ambassadors taking part in the world’s leading boat shows. For 2019, planned events in which the Genoa Boat Show and UCINA will be represented include Boot Düsseldorf, Dubai and the Singapore Yacht Show. The programme will then continue with IBEX, Ft Lauderdale and the METSTRADE Show in Amsterdam.