Since the era of the First Republic, Brno trade fairs have been a phenomenon of the exhibition industry. We discussed with Jan Kubata, the CEO of Veletrhy Brno, a.s., about integrating modern technologies into the exhibition space and engaging with the management community.
It has been exactly one year since you assumed leadership of the Brno Trade Fairs. When you took on this role, you had a clear vision. Have you been able to achieve your goals?
From the outset, I was fully aware of the significant responsibility that comes with leading a company with such a rich history. With its 95 years of existence, the Brno Exhibition Centre holds a unique position not only in the Czech Republic but also internationally. My vision was to blend this valuable tradition with modern innovations to create an attractive and dynamic environment for globally significant events. This year, we introduced the Living Lab project, transforming the exhibition centre into a testing ground for new technologies and solutions. An Archimedes outdoor education centre, featuring a variety of smart elements, has been established on-site, making it ideal for workshops, seminars, and other important gatherings. Towards the end of the year, we will be testing drones through a project supported by the European Space Agency. I believe that initiatives like this will position the Brno Exhibition Centre among the leaders in technological innovation. However, the development of our trade fairs and events remains absolutely crucial for us. I am pleased to report several successes in this area as well, such as the return of the Techagro agricultural fair and the record-breaking Motosalon fair. All indications suggest that the autumn season will be equally successful.
You also mentioned the international arena. How do the Brno Trade Fairs contribute to fostering foreign trade relations?
International engagement is crucial for our success. Companies from around the globe regularly attend our trade fairs, and we make an active effort to connect international business communities. Our events provide a platform for businesses from various countries to meet, exchange experiences, showcase innovations, and establish new partnerships. We view trade fairs as a unique opportunity for companies to enter foreign markets and explore new growth prospects. To enhance this role, we are diligently working to expand international cooperation and improve conditions for foreign exhibitors and visitors. Our aim is for Brno to be recognised as a central hub for business and innovation in Central Europe.
There is ongoing construction around the exhibition centre. What projects are being developed, and how is the area being improved?
Several major construction projects are currently underway near the exhibition centre, which are expected to benefit the entire area in the long run. The most prominent project is the construction of a new multifunctional hall, expected to create numerous synergistic effects. This includes the development of an entirely new infrastructure to enhance transport accessibility to the exhibition centre, making it easier for both visitors and exhibitors to reach. Additionally, the modernisation of the exhibition centre itself continues, focusing on the revitalisation of older pavilions and the implementation of new technologies for energy efficiency and the digitalisation of operations. Our objective is to ensure that the exhibition centre stays aligned with current trends and remains an attractive venue for not only trade fairs but also other cultural, social, and business events.
The International Engineering Fair is evolving, along with the entire exhibition industry. What will its future focus be?
The International Engineering Fair is naturally evolving, along with the entire industry. We are closely monitoring significant changes in the sector, which are being incorporated into the trade fair programme. Key future focuses include areas such as digitalisation and sustainability. Increasingly, companies are showing interest in smart technologies, robotics, and Industry 4.0, and these trends will be prominently featured at the fair in the coming years. Additionally, we are prepared to broaden the fair’s scope to include topics related to renewable energy, green manufacturing, carbon neutrality, and new materials. Our goal is not only to stay updated with current industry changes but also to provide a platform for companies to present innovations, build new business relationships, and share best practices that will drive their businesses forward.
Managing a large company like BVV Trade Fairs Brno necessitates comparing managerial experiences. Your membership in the Czech Management Association will undoubtedly facilitate the sharing of your management expertise.
Being part of the Czech Management Association provides us with a valuable opportunity to exchange management experiences with leaders across various industries. BVV Trade Fairs Brno is a dynamic organisation, and embracing new approaches and innovative solutions is crucial for its management. The association offers us the chance to network with managers who encounter similar challenges, allowing us to discuss current trends in corporate management and business strategy development. This interaction can help us enhance our internal processes and meet the needs of the market and our clients more effectively.
Thank you for the interview
