Boat show buzz: The enduring importance of facetime in the marine leisure industry
As the marine leisure and superyacht industry takes a collective pause for breath following September’s flurry of boat shows, this year’s events have served as a reminder of the enduring importance of facetime in the marine leisure industry.
Indeed, in the digital age, having the opportunity to press the flesh and connect to new and old networks and industry friends, build brand awareness, and showcase new products and innovations has perhaps never been more valuable.
Moreover, the significance and value of boat shows is particularly striking during challenging times of political and economic uncertainty. Following a period of strong growth with limited travel during the Covid-19 pandemic, our industry has since suffered the impact of rising costs for boat builders and the wider industry, affordability pressures, the threat of tariffs and tightened environmental regulations.
Market reports in recent months have cited mixed signals, with lacklustre global demand and declining boat sales, but there have also been tentative suggestions that the boating industry is showing signs of recovery, with rising registrations and growth in the used boat market.
Ahead of the Southampton International Boat Show, Lesley Robinson, Chief Executive of organisers British Marine, said the industry remained “resilient”, although it was “tough out there at the moment”.
Tellingly, this optimistic sentiment seems to be backed by the feedback and attendance figures from this year’s key shows, which have been overwhelmingly positive.
Cannes Yachting Festival described this year’s 48th show as “historic”, with a 2% rise in visitors at 56,000, 711 boats on display (+1.5%), 677 exhibitors (+5.8%) and 147 world premieres (+22.5%), while 2025 Grand Pavois La Rochelle was also announced a success, with 59,000 visitors.
Meanwhile, following last week’s 56th Southampton Boat Show, British Marine has reported 91,200 visitors, more than 500 watercraft, 700 brands and a packed programme. Women in Marine celebrated its biggest event yet at SIBS, bringing together 130 attendees, and Trade Tuesday sold out with more than 100 professionals coming together.
We can testify that the line up at Monaco Yacht Show S.A.M. was yet again an astonishing display, with 120 superyachts stretching along the harbour and some 80 debuts across the four-day event.
METSTRADE 2025, taking place from 18th to 20th November at RAI Amsterdam, say they expect it to be the largest edition of the show, with expanded halls, over 1,600 exhibitors and a wider content programme.
It’s remarkable to think that just a few years ago, the value, future, and cost of boat shows were being questioned in the wake of the pandemic. It took the complete suspension of events in 2020 and 2021 to demonstrate that virtual shows and digital meetups can never fully replicate the connection, engagement, and buzz of a successful boat show.
With this renewed recognition of their importance, the bar has been raised. Simply building a stand and showing up is no longer enough. To cut through the noise and generate meaningful ROI, event attendance must be part of a fully integrated campaign – one that builds momentum before, during, and after the show. From sharing news and securing visibility, to targeted advertising, curated on-site PR activities, and real-time social media support, Saltwater delivers the strategic services that amplify your presence and maximise impact.
