Interview with Dr. Jouko Huju, the new Executive Director of IFBSO.
Boat show season is easily the most festive period of the boating calendar, gathering crowds of visitors across the globe to admire the latest models, be inspired by innovative tech and catch up with fellow boaters. Changes are afoot however and boat shows are clearly going the extra mile to address current challenges of diversity, accessibility and inclusivity.
Southamption International Boat Show, for example, has a robust Women in Marine programme, a comprehensive accessibility strategy and a strong orientation towards younger people. Late Saturday opening, live music and street food, a Schools, Apprentices, and Careers Day and the chance to obtain free entry for those aged 18-21, demonstrates a clear objective to attract younger people to the health-oriented, social, vocational and adventurous sides of boating. Building on this initiative is the marvellous array of opportunities to get out on the water, together with welcome community acknowledgement by the way of charity donations.
Fresh to his new role, well-known industry leader Dr. Jouko Huju brings with him an impressively productive and successful career in the boating industry. In this interview with TransEurope Marinas, he shares his insights.
Background
Dr. Jouko Huju DBA began his role as the Executive Director of IFBSO in August 2024. With nearly 30 years of experience in the boating industry, he has held various positions throughout his career. For 20 years, he served as the CEO of Finnboat, the umbrella organisation for the Finnish boating industry. He was also a member of the ICOMIA board for 14 years, including four years as Chair. In addition, he has been involved in the boards of IMCI and EBI for several years. Huju is also one of the founding members of the Global Marine Business Advisors group, now covering 22 countries. During his career, he has been responsible for organising over 40 boat shows, both indoors and in-water.
Earlier this year, Huju prepared a report for IFBSO on its current status and future challenges. His new role is to implement this new strategy in practice.
Could you speak a little about IFBSO and its mission?
Established in 1964, the International Federation of Boat Show Organisers (IFBSO) was founded to promote the growth and advancement of boat shows and marine trade exhibitions worldwide. Today, IFBSO represents over 30 leading boat shows globally, and this number is expected to increase. Fostering industry progress by encouraging innovation and collaboration, IFBSO acts as a strong advocate for the boat show industry, offering numerous networking opportunities and engaging with international stakeholders. Members benefit from educational programmes, data analysis, and media visibility.
What is the main role of boat shows in the marine industry?
Boat shows are essential for both manufacturers and the public. For manufacturers, these events provide a platform to showcase new products and innovations, while for the public, they offer a unique opportunity to experience the latest in boating, from new models to technological advancements. Beyond sales, boat shows are valuable for networking with clients and industry peers. They remain popular because they offer a comprehensive, hands-on experience that online platforms cannot replicate, attracting a global audience with their well-organized and family-friendly environments.
How have boat shows evolved over the last few decades?
Historically, boat shows were primarily about showcasing boats, without a strong focus on sales. Today, they are sales-oriented, often offering the best deals of the year. The buying cycle for boats has also changed; it now begins earlier in the year, from October to March, with many buyers conducting extensive online research before attending a show. As a result, boat shows have evolved into critical sales and marketing events for the boating industry, adapting to meet economic shifts, geopolitical factors, and changes in marketing and consumer behavior.
What are some of the key factors for a successful boat show?
Several elements contribute to a successful boat show. Effective exhibition management is crucial for ensuring smooth operations and enhancing the attendee experience. The location of the event also plays a significant role; an accessible and attractive venue can draw more visitors and enhance their overall experience. Lastly, the quality of the environment and the services provided significantly impact attendee satisfaction. When these factors align, they create a memorable and successful event. IFBSO plays a vital role in helping organisers achieve this success by sharing new ideas and best practices.
Could you describe some of the challenges experienced over recent years?
The boat market, especially for smaller vessels, is highly dependent on economic conditions. During the COVID-19 pandemic, the market thrived as people were unable to travel. However, as soon as the pandemic ended, interest rates rose, inflation hit exceptionally high levels, and the war in Ukraine began, all of which had a significant impact on boat sales. In some countries, sales of smaller boats have nearly halved. These factors naturally influence all aspects of industry marketing, including boat shows. Over the past couple of years, visitor numbers have been declining, and the size of the shows has decreased. However, with the first shows of fall 2024 now behind us, there has been a noticeable uptick in visitor numbers, and exhibitors are reporting positive sales results.
Challenging times certainly present their own set of difficulties for exhibition organisers. In many countries, there is a strong core audience for whom indoor spring shows are always the kickoff event for the boating season after a long winter. Organisers work hard to ensure that the events offer a wide variety of attractions. Consumers don’t just see boats and boating accessories at these shows; they are also presented with a vast range of programmes, informational sessions, and educational opportunities. Continuously enhancing the diversity of these offerings is a top priority in the development of boat shows.
Naturally, all of this needs to be funded somehow, and event organisers must carefully balance booth prices with the cost of additional services.
Boating has traditionally been considered a hobby for a limited segment of the population in certain countries, primarily due to its cost. In my home country, Finland, boat ownership per capita is the highest in the world—one in five Finns owns a boat. Many of these are small fishing boats or rowing boats, but overall, it can be said that half of the population engages in boating in some form. To expand boating to this extent in other countries as well requires strong collaboration among industry players, boaters, and exhibition organisers.
There are a considerable number of boat shows worldwide, and many events are a combination of multiple industries. Boat shows have a long tradition; in Finland and many other countries, they have been held since the 1950s. They will continue to be organised in the future, and boaters will continue to attend. After all, where else can you see the entire range of the industry’s offerings in one place?
TransEurope Marinas will be exhibiting at the Southampton Boat Show on stand J150, together with The Yacht Harbour Association, do come and meet us and chat to our members!
