EBACE Organizers Start Show Format Rethink

The European Business Aviation Convention & Exhibition (EBACE) has a problem. 

Not only is EBACE seeing a declining number of exhibitors, but two major airframers are missing out and critics are becoming more vocal. It is not the first time some current or past exhibitors have conveyed concerns about the show's costs and format. But this time, they are voting with their feet.

The show is still very active. Some exhibitors, including newcomers, express satisfaction. The conference program is attracting noteworthy speakers. No doubt innovations in propulsion technology will be watched with great interest. Exhibitors in advanced air mobility (AAM) demonstrate the industry is evolving.

The European Business Aviation Association (EBAA) is co-organizing EBACE with its U.S. counterpart, NBAA. With all those facts and trends in mind, they have begun to rethink EBACE. As the world is changing, so should shows, some aviation players say. In fact, changes in EBACE's format would likely herald a broader transformation of air shows.

“We are satisfied,” EBAA Secretary General Holger Krahmer said when asked about the number of exhibitors. “We are happy with the focus on innovation and sustainability. The interest for the show is still very high.” However, he indicated far-reaching talks are under way. “The character of the show is changing,” he said. “We need to discuss the format with NBAA. And we are in close contact with our customers and suppliers for further development of the show. Business aviation needs a window and a platform for discussion with those who accept dialogue.”

Climate protesters stormed the static display in 2023. Dozens of activists defending the climate against business aviation, a sector perceived as emitting a disproportionate amount of carbon dioxide, walked into the static display on the opening day. The demonstration disrupted both the exhibition and Geneva Airport's traffic. Among the absentees to whom Aviation Week Network Show News spoke this year, none openly admitted such a threat was a factor in their decision to walk away.

In 2019, the number of exhibitors at EBACE stood at nearly 400. The 2020 and 2021 editions were canceled, due to the COVID-19 pandemic. In 2022, exhibitors were back, with their number close to 400. In 2023, however, that total just surpassed 300. This year, latecomers signed in to bring that number to 257 as of May 23, up from 223 as of May 6.

Some of the absentees are well-known and influential companies. Neither Bombardier's nor Gulfstream's business jets will be seen on EBACE's static display this year.

EBACE's strong points are widely recognized. Overall, the show has contributed to raising business aviation's profile in Europe. Since its inception in 2001, it has taken place at Geneva Airport, with the convenience of a static display on the grounds, a large multi-hall exhibition and a conference center—all within walking distance.

For some companies, that is no longer enough—or not enough for the price they pay. Air charter operator GlobeAir used to exhibit, but no one from founder and CEO Bernhard Fragner's team is attending this year. “My very personal opinion is that this current format is at its end and a totally new approach is very much needed,” Fragner said on LinkedIn. “Our business aviation industry still speaks too much within the peer group, but for my taste more visibility to the end user and the public is needed.”

Geneva has been increasingly seen as too expensive a location. Replying to Fragner, aviation communications veteran Alison Chambers, who heads Emerald Media, suggested airports could compete to host EBACE. They would highlight their innovations in future travel and show sustainability credentials, she said. As for the format, she recommends organizers learn from Routes events, in the commercial aviation sector. In speed-dating-like Meet the Buyer sessions, airports pitch their strengths to carriers.

Some players claim to have found better ways than air shows to meet customers. “We have decided to do more personal shows, or in regions like here in the Gulf,” Mark Burns, Gulfstream's president, said May 22 in Doha, Qatar. “We will do stronger shows in places like the Middle East and Asia.” While leaving the door open to future participation in EBACE, he noted aircraft marketing efforts require customer flight demonstrations all around the world. To do that, Gulfstream needs aircraft in other areas than EBACE this year, he said.

Value for money has been at the center of criticism. Bombardier did not foresee a large enough sales revenue from EBACE to justify attending the show. “We can have ... a better return in some other things we could do, which could cost less, or which could cost as much, but if the return is better,” Bombardier President and CEO Eric Martel said earlier this month. “Our goal at the end is to sell airplanes, and we've seen other things, we've done more private [events], that allowed us to sell a few more airplanes for, I don't know, a couple $100,000 of investment compared to the millions of dollars for an air show.”

Bombardier and Gulfstream, among other business aircraft manufacturers, exhibited at the April's AERO Friedrichshafen general aviation show in Germany.

Some 2024 exhibitors have mixed feelings. “Typically, we used the show to talk to our customers and suppliers, but that possibility is now limited,” Pilatus CEO Markus Bucher said. “The value for us is that the show is in our territory. For our employees, it is easy to go and see what is out there. We still meet European customers at EBACE. It is still good value for money.”

Satcom Direct President Chris Moore wonders about his company's participation. “The question is: Will we be there next year?” he said on the eve of the show. “Organizers listen. There is a level of dissatisfaction about return on investment. Geneva is expensive, there are other places in Europe. And, to accommodation costs, you have to add travel and exhibition costs. Value has to be there. EBAA and NBAA should adapt a bit. People want a more immersive experience.”

Some other companies remain entirely positive about EBACE. “We can meet a large number of customers over a short period,” said Alexandre Prevost, CAE's business aviation division president.

“We can listen to their feedback, and we meet colleagues in the industry, as well.”

He was echoed by International Aircraft Dealers Association Chairman Phil Winters, who is also vice president of aircraft sales and charter management for Greenwich AeroGroup and Western Aircraft Inc. “Sixty-two percent of our dealers are actively buying and selling business aircraft throughout Europe,” Winters said. “EBACE 2024 in Geneva is a great venue to continue and build on that level of activity.”

Lannie O’Bannion, Textron Aviation’s senior vice president of sales and flight operations, concurred. “Europe’s a big market for us, and we sell a lot of aircraft in Europe,” he said. “Going to the show is very important to us. We were at AERO Friedrichshafen just a few weeks ago, and we are committed to being there for our customers. From me leading sales, I get excited to interface with our customers and be able to show them products on the ramp and to actually be there physically. It’s well attended for our European customers, as well as Middle East. We see some folks from different parts of the world traveling there to attend the show. So, we are committed.”

General Aviation Services, which helps operators flying to and from the African continent, was a first-time exhibitor in 2023. “It gave us an opportunity to meet with existing customers face-to-face when we may not have had that opportunity throughout the year for one reason or another,” said Steve Woods, commercial and business development director. “But it also gave the industry the opportunity to understand what we do and where we do it.” General Aviation Services is returning this year.

Woods nevertheless has suggestions. “There's maybe a question mark over whether three days is required,” he said. “Starting on Tuesday afternoon, then having two full days, would be as productive as a full three days—then people could arrive on the first morning, and cut the cost of another night in Geneva.”