Celebrating its 35th anniversary this year, Metstrade is the preeminent global trade show for the marine industry. The event, held at RAI Amsterdam Convention Centre, welcomed 17,418 visitors last year from 126 countries — the second-highest attendance rate in the show’s history.
With the pandemic largely in the rearview mirror, show organizers are expecting the biggest Metstrade ever Nov. 15-17. The show, organized in cooperation with the International Council of Marine Industry Associations, includes a SuperYacht Pavilion, a Marina & Yard Pavilion, Construction & Material Pavilon, Startup & Foiling Technology Pavilion, and events and awards programs such as the Breakfast Briefing, Metstrade Theatre, Boat Builder Awards, SuperYacht Forum, Women in the Marine Industry International and DAME Design Awards.
At the helm of the show is director Niels Klarenbeek, who was appointed in April 2020 just as the Covid-19 pandemic began raging. Only four months into the job, Klarenbeek made the difficult decision to scrap the 2020 show. The 2021 show was virtual. The 2022 event, which was completely in-person, was an unabashed success. This year’s show is expected to break attendance numbers, with more than 1,400 exhibitors.
Soundings Trade Only caught up with Klarenbeek in late summer to find out what to expect from this year’s installment of Metstrade, what challenges he faces as show director, and what excites him most about the show he and his staff have so carefully planned. This interview has been lightly edited for length and clarity.
After the challenges of 2020 and 2021, how do you feel about 2022’s numbers, and what are your projections for 2023?
The 2022 edition will always be remembered as the “comeback edition” of Metstrade. We were only 300 visitors short to beat our all-time visitor record. This year, the show is going to increase in size again with over 1,400 exhibitors. I am confident that we will see an increased visitor number, too, especially seeing all the new initiatives we’re launching this year.
What additions and improvements to the show are you most excited about?
I must say, celebrating the 35th anniversary of the show is an incredibly exciting milestone, and our team is thrilled to bring some remarkable additions and improvements to Metstrade 2023. While I can’t reveal all the details, I can assure you that no one will leave the event without recognizing they’ve attended the special 35th edition.
Among the new pavilions this year are the Startup & Foiling Technology Pavilion and the Startup Pavilion.Foiling technology has seen tremendous growth and development in recent years, revolutionizing various segments of the leisure marine industry. It represents a transformative approach to waterborne transportation, offering increased speed, efficiency and sustainability. We believe that this technology holds immense potential for the future of boating and sailing.
By introducing our brand-new Foiling Technology Pavilion, in collaboration with The Foiling Organization, we aim to create a dedicated space that brings together leading companies, experts and enthusiasts in the foiling community. This pavilion will serve as a hub for showcasing the latest advancements, products and solutions in foiling technology, allowing attendees to witness firsthand the transformative impact it can have on vessel performance and design.
The Start-Up Pavilion will serve as a hub of creativity and entrepreneurship, bringing together the most promising start-ups that are revolutionizing various aspects of the marine industry. From new propulsion systems to smart boating technologies and sustainable materials, we expect the pavilion to be a showcase of disruptive and game-changing innovations.
At Metstrade, we recognize the challenges that start-ups face in gaining visibility and securing partnerships in a highly competitive market. Through this collaboration with Yachting Ventures, we aim to provide these start-ups with an unparalleled opportunity to connect with industry leaders, investors and experts who can offer invaluable insights, mentoring and potential funding.
It feels as if sustainability is a big push this year at Metstrade. How are organizers highlighting this area?
Sustainability has been a key focus at Metstrade for several years, and we are delighted to witness its increasing importance and recognition within the industry. As show organizers, we are committed to highlighting this critical area through various initiatives that promote sustainability and encourage responsible practices.
One of the primary ways we showcase sustainability is through our content program. Our Metstrade Theatre program is carefully curated to include topics related to sustainable innovations, eco-friendly materials and best practices for reducing environmental impact. By featuring renowned experts and thought leaders, we ensure that sustainability remains at the forefront of discussions during the event.
A key aspect of our sustainability efforts is to ensure that sustainability claims made by exhibitors are well-founded and backed by peer-reviewed, scientific life-cycle assessments. The participants in the Superyacht Sustainability Route are a perfect example. They have successfully passed the life-cycle assessment criteria that were set up by the Water Revolution Foundation.
Also new this year is a dedicated area at our Construction Material Pavilion. World Sailing and World Sailing Trust are collaborating to set up an Equipment Recycling Hub for common but difficult-to-recycle sailing equipment at the 2023 Allianz Sailing World Championships taking place in the Netherlands in August. Following these championships, the collected items will be showcased at Metstrade to bring the issues around the recyclability of sailing equipment to the attention of the wider marine industry.
As show organizers, we recognize that promoting sustainability goes beyond just talking about it. It requires tangible actions and a commitment to driving positive change. Metstrade is dedicated to playing a pivotal role in advancing sustainability within the leisure marine industry and inspiring all stakeholders to embrace sustainable practices. Together, we can create a more sustainable and prosperous future for the marine world.
Last year, show organizers set aside networking spaces. Have you received any feedback about that?
Exhibitors and their clients appreciated the exhibitor lounges, as they provided the perfect environment for fruitful discussions,
brainstorming sessions and the exchange of ideas. These spaces allow participants to engage in more relaxed and private conversations. To serve the needs of exhibitors, we have introduced the exhibitor lounges strategically located in Hall 10, 12 and the balconies of Hall 1. These lounges will provide a comfortable and tranquil setting to conduct private meetings with confidence.
The skilled labor shortage continues to pose problems for the global marine trade. Is Metstrade doing anything to highlight this?
We are proud to partner with Marine Resources Ltd., a leading, marine-focused human resources service provider, to introduce a groundbreaking initiative within the Young Professionals Club, the Metstrade Career Corner. Students and young professionals can connect with experienced recruiters from Marine Resources who are dedicated to helping them chart their course and find the perfect career path within the industry. Exhibitors can seize the opportunity to publish their job vacancies, free of charge, in this highly targeted environment.
Last year, supply-chain issues were the biggest challenge facing the marine trade. This year, inflation and interest rates are a concern. What are you hearing from exhibitors about headwinds?
The past few years have witnessed a boating boom driven by increased recreational spending in many markets, which significantly benefited leisure boating. However, this surge in demand also led to supply-chain issues that impacted various segments of the industry. Large-yacht producers continue to report filled order books, demonstrating sustained interest from high-end customers. On the other hand, the mass-production market, which experienced a spike during the Covid years, may have experienced some cooling off, influenced by economic principles and changing consumer preferences.
One commendable aspect of the boating industry’s growth has been its success in embracing new entrants and fostering diversity and inclusion. While challenges like supply-chain issues, inflation and interest rates persist, the boating industry’s adaptability and resilience have proven invaluable. By staying responsive to evolving economic conditions and consumer preferences, we can maintain the positive momentum and sustain growth in the industry.
IBEX and Metstrade have been working together for a few years. What have you learned from the IBEX team, and vice versa?
The partnership between IBEX and Metstrade has been a valuable collaboration over the last few years. Two leading events, unique in their B2B-only approach, offering unparalleled value to boatbuilders and marine industry professionals.
From our interactions with the IBEX team, we have learned valuable insights into the North American market and the specific needs and preferences of the industry in that region. The IBEX team’s expertise has provided us with a deeper understanding of the challenges and opportunities present in the North American marine market, helping us tailor our offerings and content to better serve exhibitors and attendees from that region.
Conversely, we believe that we have also offered valuable insights to the IBEX show management, particularly regarding the international scope and diverse perspectives represented at Metstrade. As a global event, Metstrade brings together participants from all corners of the world, enabling us to share trends and best practices from various markets. We believe this international perspective has been beneficial to the IBEX team, broadening their understanding of the industry’s global landscape. By combining our efforts, we have collectively enhanced the value and impact of both events. We look forward to continuing this successful partnership and achieving even greater milestones together in the future.
Systems electrification and electric propulsion are big growth areas. Are you seeing more exhibitors of this nature?
We are witnessing a continued surge in exhibitors showcasing their innovations in this space. We launched the Next Generation Propulsion Zone in Hall 13 that specifically highlights new propulsion systems and related technologies. By creating a prominent platform for these exhibitors, we ensure that their products and innovations receive the attention they deserve from attendees seeking sustainable solutions.
Our commitment to sustainability and innovation has also been evident in our Metstrade Theatre program, where we feature experts and thought leaders in the electrification space. This integration of valuable content further incentivizes companies working on electric propulsion to participate and engage with industry stakeholders at our event.
Tell us about the Boat Builder Awards.
The Boat Builder Awards for Business Achievement, jointly run by International Boat Industry and Metstrade, will take place Nov. 16 in Amsterdam at the spectacular National Maritime Museum. The awards recognize the significant contributions of individuals, teams and supply-chain partners within boatbuilding companies globally. This prestigious and widely recognized awards program has been supported since inception by headline sponsor Raymarine.
What should readers know about the annual DAME awards?
The DAME Design Awards is a truly unique competition that highlights the merits of excellent design in all its many facets. Everything is assessed, from functionality and innovation through to integration, practicality of use, price-to-performance ratio and presentation. Entrants must also explain how environmental impact reduction has been considered across the whole product design. Nominees and winners of this famous award enjoy valuable exposure from the well-deserved recognition of their successful products.
What would you tell an exhibitor that is on the fence about exhibiting at Metstrade, especially concerning price?
I would like to assure that the investment in exhibiting at the show is not only worth it, but can also yield significant returns for your business. Metstrade is the world’s leading trade show for the leisure marine industry, attracting a highly targeted and influential audience from all corners of the globe. As an exhibitor, you will have a unique opportunity to showcase your products and innovations to a diverse range of professionals, including buyers, distributors, industry experts and potential partners. The exposure and networking opportunities are unparalleled, and many exhibitors have reported forging valuable partnerships that have transformed their businesses.
Metstrade opens doors to new markets and customers that you may not have reached otherwise. The show’s global appeal ensures that your products and solutions can resonate with international audiences, allowing you to tap into new business opportunities and expand your customer base. With over 1,400 exhibitors already on board, the show is quickly reaching full capacity.
What is the most difficult part of your job?
The most challenging aspect of my role is striking the perfect balance between meeting the diverse needs of exhibitors, attendees and stakeholders while ensuring that the event continues to evolve and stay relevant in a rapidly changing industry. Metstrade is a global platform that caters to a wide range of companies, from large superyacht producers to mass-production-market players and everything in between. Understanding and addressing the unique requirements of each segment while maintaining the overall coherence and integrity of the show can be complex.
What is the most rewarding part of your job?
The most rewarding aspect of my role is undoubtedly the opportunity to work together with a close-knit team of dedicated individuals who share the same passion for the marine industry and the success of our event. Witnessing the culmination of our yearlong preparations and the moment when the doors are about to open is genuinely thrilling. The energy and anticipation that fill the air are electrifying, knowing that all our hard work and meticulous planning are about to come to life.
What else would you like readers to know about Metstrade?
Metstrade runs Nov. 15-17 for the first time since its inception in 1988. This change in schedule opens up a fantastic opportunity for attendees to combine their visit to the show with a weekend getaway in the beautiful city of Amsterdam.
This article was originally published in the September 2023 issue.
