Joint venture from HSMAI Norway and Norway Trade Fairs


The Norway Trade Fairs foundation and HSMAI Chapter Norway have competed with the Norway International Travel and Meeting Fair B2B and The Meeting Exchange. As of now the two join forces in a major effort for meetings, events, conferences and business travel.

The HSMAI Meeting Exchange will take place at the Norway Trade Fairs next year, as an integrated part of the Norway International Travel and Meeting Fair B2B, on Thursday 14 January 2010. The NITMF’s first day will be aimed at visitors from the business life and large-scale buyers of travel services.

“It is time to pull together, not to compete,” says HSMAI Chapter Norway’s president Ingunn Hofseth, while explaining how the organisation has considered new thinking with regards to the Meeting Exchange, its big annual event.

“I am confident that we’ll reinforce each-other, and that both the HSMAI Meeting Exchange and the Norway International Travel and Meeting Fair B2B will become even more attractive to the travel industry and corporate Norway on the whole. This is going to provide added value for the exhibitors,” Torill Engelberg Norway International Travel and Meeting Fair’s project manager, says.

Improved relevance

Ms. Torill Engelberg, project manager Norway International Travel and Meeting Fair.
Ms. Torill Engelberg, project manager at Norway International Travel and Meeting Fair.

“The relevance requirements have increased significantly, and the joint venture with the HSMAI Meeting Exchange will contribute greatly in creating a strengthened trade and meeting place. The trade and competence dimension is the very foundation of our annual fair, where we put all our efforts in developing our product in pace with the market’s needs,” Ms. Engelberg continues, adding:

“The cooperation is founded on a joint effort aimed at international buyers (hosted buyers) on this day.”

“Norway Trade Fairs is a strong player benefiting the Norwegian travel industry. They’re deeply rooted in the trade, enjoying immense respect, which is why we find the joint effort quite natural,” Ingunn Hofseth adds.

Imperative cooperation

Ms. Hofseth is convinced that both events gain a tremendous momentum this way.

“We want to show the industry that joint efforts actually make a difference, especially in times like these,” she says, adding that she’s confident that the cooperation is for the long haul, on both parties’ accounts.

Project director Einar Kvalheim at Norway Trade Fairs is very pleased with the arrangement, which has been a give-and-take process, too.

“The HSMAI has positioned itself with the Meeting Exchange, a market channel which increasingly has become an important element with regards to corporate travel services, whereas the Norway International Travel and Meeting Fair B2B is a well-established arena for the domestic and the international travel industry. In joining forces I believe we’ll both have a better product,” he concludes.

Top photo: Norway Trade Fairs at Lillestrøm near Oslo. Photographer: Ole Petter Opøien.