The new show is part of Fira de Barcelona's internationalisation project
The International Swimming Pool Show crosses borders and holds its first edition in Moscow
The International Swimming Pool Show is being held for the first time in Russia. The event Piscina Moscow, organised by Fira de Barcelona and Europexpo ¿Russia’s biggest exhibition operator- is opening this week with the aim of helping Spanish and European companies to get a market share in economies of emerging countries that, like Russia, offer attractive business opportunities related to water culture.
Piscina Moscow, which is being held in the Russian capital’s Expocentre from 11th to 14th March, has the support of the sector’s main associations, such as the Russian Builders Association, the Spa and Wellness International Council (SWIC) and the Russian Waterpark Association. Moreover, it is coinciding with two related trade fairs in well-established sectors: Climate World Moscow, dedicated to heating, cooling and air conditioning apparatus, and Garden Tool, which specialises in garden furniture. Overall, the three shows total more than 500 exhibitors and expect the attendance of 20,000 trade visitors.
The list of over 40 exhibitors at Piscina Moscow includes the Spanish Fluidra, Rosa Gres, Alttoglass and PSH Pools, the Italian firm FIP and the Portuguese company IGUI. They are leading companies that have opted for this event as a platform from which to enter a market that has 15% annual growth rates.
Piscina Moscow is part of Fira de Barcelona international strategy, “the aim of which is to help the foreign expansion of exhibiting companies, in this case firms linked to the aquatic facilities business”, said Ricard Zapatero, Director of International Business at Fira de Barcelona. “We are a partner that many companies know and, with the organisation of events abroad, we wish to become their best ally in boosting their export strategies”, he added.
Russia imports 85% of swimming pool equipment
The increase in wellbeing in Russia has had a direct impact on growth in the construction and hotel sectors, both closely linked to the swimming pool market. According to Euroexpo, in 2012, over 250,000 single-family housing units were built in Russia, 75% of which have a swimming pool and 85% a sauna/spa. In order to meet this demand, Russia currently imports 85% of products and services needed to build and equip swimming pools, saunas, spas and aquatic facilities for sports and recreational use, which is a good opportunity for Spanish companies that wish to increase their foreign client portfolio.
On the other hand, the interest shown by Russian consumers in aspects related to health, wellness and personal care has continued to grow in recent years, boosting the rise of wellness centres and spas. In Moscow alone, these services generate an annual turnover of 150 million dollars and, according to the latest market studies, the current working stock only manages to meet 30% of demand.
The rise in the middle class that has more and more purchasing power is also transforming the leisure habits of Russian families, who are showing growing interest in regular physical exercise and, specifically, nautical sports. Aware of this, the government is promoting the construction of numerous public swimming pools in various regions of the country, which complements the growing demand for private pools. In the Rostov region, for example, the Russian Olympic Committee is promoting the construction of 22 water facilities and analysts have forecast that in Moscow, Saint Petersburg and Yekaterinburg, the number of public swimming pools will increase by 30% in a short time.
Water parks are also a new form of family recreation: Russia is planning the construction of 80 recreational facilities in the next few years, above all in the conurbations of Kaliningrad, Saint Petersburg and Moscow.
Next event, Piscina Barcelona
After exploring the Russian market, sector companies will have a new appointment in Barcelona. Piscina Barcelona, which is almost 20 years old, will hold its 11th edition from October 15th to 18th in Fira’s Gran Via Exhibition Centre. The show is preparing an event that will again bring together an important number of international companies (501% of exhibitors come from abroad) from the residential swimming pool, wellness and recreational and sports water facilities sectors. The show will also host the first edition of the Wellness & Spa Experiences Event, a congress that will bring together international experts on wellness.
Barcelona, 11th March 2013