Strategy development Superyacht Pavilion –  Metstrade

Marstrat has supported Metstrade to develop a new strategy and concept for the Superyacht Pavilion. The full implementation is scheduled for the 2025 edition, during which an additional 8,000 square meters will be added to the exhibition.

Since 1987, Metstrade has been the premier marine equipment trade show for the yachting industry. Initially established as the primary business-to-business event for smaller yachts, the Superyacht Pavilion has evolved over the past 15 years into a highly successful alternative for suppliers who may not feel welcome at traditional superyacht shows, such as the one in Monaco.

Broadening the scope

Marstrat partner Hein Velema provided his expertise and network to develop a new strategy aimed at reinforcing the trade show’s position as the leading B2B event in the superyacht industry. Additionally, Marstrat assisted Metstrade in establishing a network of associations to strengthen their ties with the superyacht sector. Based on this new strategy, Marstrat supported Metstrade in broadening the scope of the trade show and exploring new formats to attract diverse target groups.

The result will be a new Superyacht Pavilion in 2025, featuring more than double the floor space and several new exhibitor categories. Visitors will not only have the opportunity to explore the suppliers but also participate in a wide array of new content events, in addition to the revamped Superyacht Forum.