Trade Shows

Spicing Up the Trade-Show Floor

I'm currently at IMEX 2012 in Frankfurt, the annual powerhouse exhibition for incentive travel, meetings, and events.

MyCEB’s “Spice Market” at IMEX 2012

It’s challenging for destinations to stand out in the exhibition hall, with exhibitors from more than 150 countries all trying to both get the attention of attendees, and to share the flavor and advantages of their destinations.

But the Malaysia Convention and Exhibition Bureau (MyCEB) booth was impossible to ignore Wednesday afternoon during its “Spice Market” cocktail reception, where they staged a modern version of the historical markets that thrived 600 years ago along the Silk Road. MyCEB distributed stacks of currency during the exhibition, and during the reception, attendees could buy colorful textiles, fans, and other items from “traders” who spread their wares out on cloths laid on the booth floor.

It was high-energy fun, and underscored the point that MyCEB makes about Malaysia as a meetings destination: the country sits at the crossroads of India and Asia, the fastest-growing economic area in the world, and offers meeting planners a multi-facted, multicultural environment.

Barbara Palmer

Barbara Palmer is senior editor and director of digital content.