TRAVEL continued
The organizer told me they had to turn away 30 to 40 exhibitors because the show was sold out. Next year, MIDE plans to expand into an adjacent hall with a goal of 400 ex- hibitors. From a business perspective, the engagement was excellent. Our team was constantly occupied, and I returned home with a stack of business cards more than an inch thick. Whether those contacts translate into long-term business will become clear over the coming months, but the level of interest was undeniable. Why Malaysia, and perhaps Southeast Asia more broadly, appears to be attracting younger divers is difficult to say with certainty. One possible explanation is economic growth. As disposable income has increased across parts of the region, ac- tivities such as scuba diving have become accessible to a broader segment of the population. The result is a market that feels younger, more curious, and highly engaged. The show also reflected a modern consumer environment. Payments were largely cashless, and throughout my time in Malaysia, transactions were handled easily through mobile apps and QR codes. For dive businesses, that matters. Younger customers expect convenience, speed, digital access, and simple purchasing experiences. Markets that meet those expectations may have an advantage in attracting new divers. MIDE also featured a strong speaker program and a broad mix of exhibitors. Familiar Western brands such as Halcyon, Fourth Element, Shearwater Research, Mares, and Scubapro were present alongside numerous Asian manufacturers that were new to me. That mix made the show feel both global and regionally dynamic. What I did not see were many Western visitors. That observation deserves reflection. While Kuala Lumpur is a long journey from Europe and North America, MIDE has become a major window into one of the world’s most energetic dive markets. For manufacturers, training agencies, travel companies, media, and retailers trying to understand where new divers may come from, Southeast Asia should not be overlooked. The most important takeaway from MIDE was not simply attendance, booth count, or business-card volume. It was the atmosphere. After years of attending shows in mature Western markets, it was refreshing to be surrounded by so much youthful enthusiasm.
If there is one thing I would like to bring back from MIDE to Europe and North America, it is that energy.
email Peter
Made with FlippingBook - Online Brochure Maker