When you have a solid foundation even the most negative developments can be absorbed with aplomb: as in the case of Ambiente, the world’s leading giving and dining event, joined this year by a variegated section on HoReCa and Contract. The impact of the Coronavirus was perceptible above all in the visitors’ area, as was inevitable, but Ambiente is a well-oiled machine that is hard to stop. Over the years it has gained credibility and loyalty, of both exhibitors and visitors.
The numbers of this latest iteration were effected by the absence of Chinese guests, and to some extent by the defection of exhibitors from that country. The panic also kept many American visitors away. To make matters worse, the storm Sabine arrived from the north, disrupting air travel and transport.
In spite of it all, 108,000 buyers from 160 nations visited Ambiente, with 62% from abroad. The satisfaction rating on the part of exhibiting companies remained very high, around 95%.
The expansion of the Dining area with a special platform for HoReCa was a resounding success, and the buyers visiting the area had a high profile: hotel chains, restaurants, catering firms and cruise ship operators found a complete, variegated range of offerings, and had a chance to attend conferences (all sold out, a sign that the sector still has a strong grip on the market) organized by the HoReCa Academy, with outstanding speakers like Adam Tihany and Maham Anjum, and many others.
So no complaining, no justifications: the German and Nordic mentality avoids negativity, shrugging off hardships and focusing on positive results.
For example? At the opening toast, with all the journalists on hand, the marketing & communication manager of Ambiente Erdmann Killian invited everyone to raise their glasses of beer – not just any beer, Corona. Prosit.