The enduring appeal of live events in a digital age
Interview with Claude Membrez, CEO of Palexpo
In an era when many predicted the decline of the trade fair industry due to the pandemic, Palexpo GmbH, the operator of the International Exhibition and Convention Centre Geneva, has defied the odds. As CEO Claude Membrez states, “The widely prophezied demise of the trade show during corona has failed to materialize – the human need for in-person contact is just too strong.” This resilience, however, comes with its own set of challenges as the industry evolves.
The story of Palexpo is intertwined with the history of trade fairs in Geneva. “In a lot of cases, the building of an exhibition center is preceded by a first successful event,” Claude Membrez explains. Palexpo’s journey began in 1905 with a motor show that brought seven car brands together. Although the car manufacturers have since departed, the show remained, prompting public authorities to construct the first venue in 1926. Over the years, Palexpo has expanded significantly outside the city, with its current facility covering 106,000 m2. However, it remains relatively small compared to giants in the industry, such as Düsseldorf’s 306,000 m2.
Global competition
As Claude Membrez notes, Germany has been Nb 1 in the trade show business, and the landscape is changing. The rise of China as an industrial powerhouse has led to a surge in trade shows there, posing a challenge for Europe. “Since the mid-1990s, expansion in emerging markets and China has been significant,” he adds. With the loss of iconic events like the Geneva International Motor Show, which ceased in 2024, Palexpo is actively seeking to attract new events in burgeoning sectors such as AI and advanced technology.
Adapting to change
Palexpo has responded to these challenges by diversifying its portfolio. “We have managed to relaunch events linked to the watch world,” Claude Membrez remarks, highlighting the success of the Watches and Wonders show, which has now found a permanent home in Geneva. The upcoming World of Coffee event in 2025, supported by Nestlé among other large international brands, is another example of how Palexpo is tapping into new industries. “We need to find a link between an industry and a show,” Claude Membrez explains. “If the link is obvious, then it is easy to attract exhibitors and visitors.”
Strategic location
Geneva’s unique position as a hub for international organizations adds value to events hosted at Palexpo. “We have no intention of trying to attract a weapons show here because we have the headquarters of the Red Cross in Geneva,” Claude Membrez states, emphasizing the importance of aligning events with the city’s identity. This strategic approach has led to a focus on medical events and other industries that resonate with Geneva’s values.
Overcoming pandemic challenges
The COVID-19 pandemic posed significant challenges for the trade fair industry. Claude Membrez recalls the anxiety that gripped the sector at the onset of the pandemic. “At the start of COVID, we were anxious because of Zoom. We worried whether people would come back,” he says. However, the post-lockdown period revealed a strong desire for in-person gatherings. “People want to come together,” he asserts, indicating a robust recovery trajectory for 2024.
Quality service commitment
Palexpo prides itself on its commitment to quality service. With over 200 full-time-equivalent staff and a significant number of temporary employees, the organization focuses on delivering exceptional experiences. “We decided to insource our catering activities a long time ago,” Claude Membrez explains, underscoring the importance of quality food and service in enhancing the company’s image.
Economic impact
With a revenue of around 75 million CHF and an EBITDA of 15%, Palexpo plays a vital role in Geneva’s economy. “We don’t have to make a huge profit but bring in people to spend money in Geneva,” Claude Membrez states. The venue is primarily owned by the Canton of Geneva, reflecting its mission to serve the community and generate economic benefits for the region.
Embracing sustainability
Sustainability is at the forefront of Palexpo’s mission. Claude Membrez emphasizes the importance of reducing the carbon footprint, particularly in areas like air conditioning, which has traditionally relied on gas. “In Geneva, we will cool with water,” he explains, highlighting the venue’s efforts to improve its environmental impact. This commitment extends to sustainable practices, with 65% of the venue’s electricity sourced from photovoltaic systems, a figure set to increase to 120% by 2026.
Looking to the future
As Palexpo navigates the complexities of the trade fair landscape, Claude Membrez remains optimistic. “We thrive on the fast-moving nature of this business,” he shares. The organization is dedicated to attracting events that align with Geneva’s identity and contribute to the local economy. “Being useful to the local economy is our driving force,” he concludes, emphasizing the importance of community engagement.