For all the industry discussion around digital lead generation and changing customer behaviour, boat shows remain a central sales channel for established dealers – although participation is becoming more selective and increasingly driven by timing, product relevance and exhibitor feedback.
That shift was evident at the recent British Motor Yacht Show at Swanwick Marina (14-17 May 2026), where Wessex Marine exhibited for the first time, despite decades of continuous participation at other boat shows.
“We’ve been doing boat shows non-stop for 30-odd years,” says sales director Guy Adams. “This is the first time we’ve chosen to bring products to this show.”
Rather than automatically attending every event, the decision reflects a more selective approach based on exhibitor feedback, the show’s perceived relevance, and the timing of new product availability.
As such, Adams says he’s “interested in trying out some new opportunities as well as the tried and tested shows.”
The company used the event to showcase the first UK appearance of the Marex 390, which had previously been seen at Cannes and Düsseldorf (details of the boat can be found on the company’s website).
Wessex Marine is also preparing a stronger presence at the Southampton International Boat Show this September, where it will exhibit four boats, including two Targas and two models from Marex.
Market recovery signs after a difficult trading period
Alongside its evolving exhibition strategy, Wessex Marine reports early signs of stabilisation after a challenging trading period.
“The market generally over the last six to eight months has been challenging,” says Adams. “I think that’s the same for everybody.”
However, he adds that conditions have improved.
“We have definitely seen an upturn in demand generally over the past three to four weeks since Easter.”
The comments reflect cautious optimism within parts of the UK leisure marine sector, where trading conditions have been uneven but not without pockets of renewed activity.
Practicality and ease of use drive modern boat design
Adams also highlights a clear shift in customer expectations shaping product development – particularly around usability and onboard practicality.
“With every Marex, they centre their design around ease of use,” he says. “A lot of boaters want things to be more practical, easier to use, safer.”
That philosophy is reflected in design features such as convertible cockpit enclosures and adaptable layouts that allow boats to shift between open and enclosed configurations quickly.
“It’s all about making boating easy,” Adams adds. “You can go from a fully open boat to a fully closed boat in a matter of minutes.”
The focus on usability reflects that many builders are placing greater emphasis on practical layouts, adaptable spaces and owner-friendly operation.
Adams also notes the diversity of the customer base, with buyers ranging from younger families through to long-established boaters.
“A large percentage of our Marex owners come from sailing backgrounds,” he says, highlighting the continued crossover from sail to power.
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