Top event ISE continues to grow in the RAI

Ecorys calculates RAI Amsterdam’s annual spin-off at over half a billion euros
Tuesday 10 to Thursday 12 February 2015, Amsterdam RAI will welcome over 54,000 professionals from the AV and multimedia industry for the Integrated Systems Europe (ISE) trade show. Over the past decade ISE has developed into one of the top events in RAI Amsterdam and a major contributor to business tourism in Amsterdam. A recent survey by research company Ecorys showed that every euro spent in the RAI is equivalent to seven euros of added value for the Amsterdam metropolitan region. In other words, Amsterdam RAI and its 500 events annually represent some 1.1% of the total economy of the Dutch capital.

ISE is the world’s leading trade show for professional AV and the integration of electronic systems. It has experienced rapid growth since 2005: from one hall for the first edition, the event now occupies the entire 100,000-plus square metres of the RAI complex and features 1,056 exhibitors. A record number of 54,684 visitors have registered for ISE 2015 and this figure is expected to continue growing in the years ahead. As a result, the British organiser has already decided to extend the exhibition period by one day to a total of four days from 2016 onwards. The metropolitan region of Amsterdam benefits from the growing international events held in and organised by RAI Amsterdam.

International focus
ISE is an example of the successful international strategy of RAI Amsterdam. Ten years ago, the RAI shifted its focus to large, international events, and now, in 2015, 70% of all events held in the RAI have an international character. This involves the RAI’s own B2B events as well as rental to external exhibition and conference organisers. For the acquisition of this latter client group, RAI Amsterdam works closely with Amsterdam Marketing, the city marketing organisation of the Amsterdam metropolitan area, and the Dutch Tourist Board NBTC.

Major driving force for business tourism
In 2014, research and consultancy company Ecorys calculated the economic importance of RAI Amsterdam to the city and region. The research showed that the added value of the activities in the RAI is one to seven, which means that for every euro spent in the RAI, seven euros are spent in the Amsterdam metropolitan region (representing an added value of 502 million euros). This makes the RAI a major driving force for business tourism in Amsterdam. In total RAI Amsterdam is responsible for 1.1% of the total economy in Amsterdam, which means that the RAI represents over 7,000 jobs in the region.

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