Kiran believes Singapore – a key hub and important first-world business centre in attracting and introducing the boating lifestyle to affluent Asians – is the right place to have a show that spans Asia.

“We see a lot of clients that come from far and wide when we participate in the Singapore show,” says Haslam. “We would like to see shows become more intimate and not so focused on promoting the luxury lifestyle.”

Steadfast supporter

The COVID-19 crisis has been a big stumbling block for boat shows across the world, with all being affected. Taking the long view will, as mentioned, be pivotal, and is one held by Andy Treadwell, owner of Verventia and the Singapore and Thailand shows. With a new show in Hong Kong launching this year, Andy has been developing shows in Asia for the last seven years and, like many others, has invested heavily in the region.

The vision of a Monaco of the East has had many turns, and the financial commitment required to operate shows or businesses in the region is often much greater than many expect.

Andy explains, “COVID-19 has obviously put a spoke in our wheel as it has for everyone. The financial cost takes its toll, but I am determined to maintain these platforms for the industry.

“And I am as committed as ever to my original vision of Singapore being the principal business hub of the new cruising destination that is ASEAN; Thailand as the yachting and marina hub of ASEAN; and Hong Kong in the north of the region as the gateway to the huge number of potential consumers for our exhibitors.

“I have had unwavering moral support from many of the world’s major yacht builders, equipment manufacturers and their local ASEAN dealers, but disappointingly, little government appreciation of the opportunity that is theirs, or the financial support that should come with it. However, times are changing, and we must all change with it.

Andy concludes, “Meeting the needs of the market is essential to our eventual success, so it is critical that we engage with and listen to the industry and try to develop the shows to meet their needs – and their budgets.”

Personal touch

Sunseeker International is another company taking the long view. Douglas Culverwell, Regional Business Manager, agrees: “Asia is a very important market for Sunseeker. The market is developing at an ever-increasing pace with greater numbers of boaters and marina facilities every year.

“To date, Sunseeker has sold in excess of 210 boats across the region and this is growing.”

“As lockdown starts to ease across the region, our dealers are responding to an increasing number of inquiries; the demand is returning.”

“As part of the promotional mix, boat shows have historically been essential to reach as many prospects as possible and will continue to be so in the coming years, even though it will be challenging in the near future due to the pandemic.”

We all agree boat shows have their place within the marketing mix, perhaps with some realignment as Andy Treadwell suggests, taking into account the changing environment and available budgets.

The business-to-business interaction industry has at shows is invaluable, and all agree it has led to not just business but the development of great global relationships. Indeed, everyone I have spoken with for this article I met at a boat show around the world.

What a great network to have, but more importantly, it is something that is impossible to replicate via Zoom.

In the final article in this series, we look at the relaxing of restrictions to chartering in the region in light of its potential to enhance the superyacht industry in this region.