Monday 13 March 2023. – I was last week in Dubai Woodshow for the first time. I was positively surprised.

The fair was an active one. The hallways were full of professional people with a mission to meet other suppliers and purchasers. Many were prepared with agreed appointments and meetings. 

The emphasis at the show was on selling wood materials to the Middle East. However, trading didn’t limit to the oriental region only. The plywood, other wood panels, and timber business was made across continents.

Some years ago I remember writing a blog post questioning the purpose of trade shows. My point was to consider the return on investment of a fair stand compared to the same money in online marketing. Online presence is a great way to get exposure, but traditional trade shows have an unbeatable asset. That’s human contact.

In today’s remote world, the chances for face-to-face meetings are scarce. When something becomes scarce, its price and value increase. The lack of round wood makes log prices go up. In the same way, the value of personal contact is on the rise. Handshakes over Zoom are cold, handshakes in person are gold.