Mexico's Tradeshow Associations Promote Their Country's Industry

Industry associations can be a big help when it comes to negotiating the exhibition industry in any country, and it's no different in Mexico. If you're planning to participate in a show there, who are you going to call?

Three associations in Mexico are directly involved in the tradeshow business, plus one federal government ministry is deeply involved in promoting the exhibition industry.

AMPROFEC (Asociacion Mexicana de Profesionales en Ferias, Exposiciones y Convenciones – Mexican Assn. of Professionals in Exhibitions, Fairs and Conventions)

AMPROFEC, one of Mexico's two primary tradeshow associations, was founded in 1988 as an umbrella association for all segments of the tradeshow business – similar to its primarily American counterpart, the Intl. Assn. for Exhibition Management. Its 223 member companies include show organizers, display houses, suppliers and marketing support firms.

AMPROFEC's board is representative of all tradeshow industry segments and major regions of Mexico. Currently, it includes President Arturo Gamboa, Octanorm Mexico; Secretary Patricia Farias Barlow, Las Americas – CIE; and Treasurer Fabian Delgado, Expro. AMPROFEC's vice presidents represent the various tradeshow industry segments. AMPROFEC holds a general assembly four times a year and a larger meeting similar to IAEM´s Expo! Expo! annually.

AMEREF (Asociacion Mexicana de Recintos Feriales – Mexican Assn. of Fairgrounds/Convention Centers)

In 2001 AMEREF, Mexico's other major tradeshow association, was founded in Guadalajara. AMEREF's membership consists of 21 of the country's largest convention centers and fairgrounds. AMEREF promotes and develops fairgrounds, exhibitions, conventions and other events in Mexico. It promotes cooperation and solidarity among its members to achieve common objectives, encourages dialogue with and among its members, and develops training programs in areas of interest to its members.

The AMEREF board includes Chairman Genovevo Figueroa Silva, CECONEXPO; Vice President Carlos Vasquez, Expo Guadalajara; Secretary Toni Gamez, Centro Banamex; Treasurer Juan Gabriel Tamez, Cintermex; and Public Relations Chairperson Katja Suarez, Cancun Convention Center.

ANDOC (Asociacion Nacional de Oficinas de Convenciones y Organismos Similares – Natl. Assn. of Convention Offices and Similar Organizations)

ANDOC was formed in 2000 to represent Mexico's convention and visitors bureaus, and to give them the opportunity to cooperate in research and other projects. It is the Mexican equivalent of the Intl. Assn. of Convention and Visitors Bureaus. Its objectives include establishing and maintaining standards for Mexican CVBs; improving the economic position of congresses, expositions, fairs and incentive travel; forming alliances with other professional business organizations; and creating partnerships and projects involving both the public and private sectors.

ANDOC's aim is to create and develop convention and visitors bureaus that will promote tourism and business travel to the country. CVBs in Mexico are much more involved in attracting conventions than shows, but still work closely with AMPROFEC. Alejandro Noriega of the Puebla Convention Center is ANDOC president.

SECTUR (Secretaria de Turismo – Ministry of Tourism) and the Mexico Tourism Board Convention Bureau

SECTUR's promotional council, Turismo de Negocios (business tourism), comprises all the above-mentioned associations' presidents as well as representatives of government ministries, such as customs, immigration and commerce. Decisions on promoting the industry and the resolution of specific problems with government entities are made in meetings held four times a year.

Jesus Franco, general director of Cintermex, said, "Previously, SECTUR hadn't understood the economic impact of tradeshows in cities, but now they do a good job." SECTUR and the Mexico Tourism Board Convention Bureau helped with the Mexican pavilion at IAEM's Expo! Expo! and plays an active role in promoting the Mexican tradeshow industry, especially abroad. Because it's a federal agency, SECTUR promotes the country as whole, not individual cities or venues.