Boat shows may no longer carry the same boom time energy they once did, but across the marine industry there is little doubt about their relevance. In a market shaped by cautious buyers, higher costs and a post-pandemic reset, exhibitors say the face-to-face world of boat shows still offers something digital channels cannot replicate: trust, visibility and long-term momentum.
From boutique regional events to major international showcases, exhibitors at the South Coast and Green Tech Boat Show held in MDL’s Ocean Village last weekend told MIN that shows are as vital not just for sales, but for relationships, visibility and the long-term health of the industry itself.
From sales floor to season springboard
For David O’Rourke, managing director of Approved Boats (Fairline), the season effectively begins at events like these.
“It’s a kick start to the season for us where we get to meet our customers and some new customers,” he says.
Approved Boats used the show to launch several new models, including the Fairline Targa 47 GT and additions to the Absolute range, with O’Rourke describing exhibitions as a “springboard” for the season ahead.
Others stress the importance of shows extends far beyond immediate transactions.
Neville Williams, managing director of Idealboat.com (Saxdor), believes exhibitions continue to play a central role in the wider marine ecosystem – even as some industry figures question their value.
“We lost London Boat Show a few years ago, and boat shows seem to be in decline, but we need them,” he says.
Williams says that their impact is often indirect and long-term, helping attract future customers and marine professionals alike.
“It’s a big part of advertising and marketing awareness but it’s also really important for the future of people coming to work in the industry,” he says.
“So many things that comes out of boat shows are not necessarily apparent immediately.”
The shift towards smaller, more focused boutique boat shows
For many exhibitors, face-to-face interaction remains impossible to replicate online.
Richard Bates of Bates Wharf (Azimut) says smaller, more focused events are becoming increasingly valuable in an industry that still depends heavily on personal trust and relationships.
“So right now, the shows we like the most are what I would call the boutique show,” he says. He specifically likes the South Coast one as it’s so “focused.”
Bates describes himself as a boat show “monster,” as he loves them so much.
That focus appears increasingly important as dealers are still navigating the difficult trading environment after the extraordinary demand surge seen during covid.
Fuel prices and inflation: concern or background noise?
Despite concerns around inflation, fuel prices and consumer confidence, many dealers remain upbeat.
Williams argues that while global instability creates uncertainty, it can also encourage people to holiday and spend leisure time closer to home.
“Yes, there’s a war going on in Iran, which is a nasty thing, but there’s going to be less people traveling,” he says. “So maybe there’ll be more homegrown people here.”
He also dismisses fears around fuel prices having a major long-term impact on ownership.
“I’m sure the fuel prices will come back down,” he says. “The cost of fuel when owning a boat, and how often you’re gonna use it, is still a relatively low cost contribution.”
That sense of perspective is shared by others who emphasise that boating remains an emotional purchase driven by lifestyle and family experiences rather than pure economics.
He says owners who have already embraced boating are unlikely to walk away easily.
“If people bought the boat in the first place and they want that family time that’s irreplaceable,” he says. “You know they’re committed.”
O’Rourke echoes that sentiment, pointing to strong levels of repeat business and customer loyalty even in a slower market.
He says more than half of the company’s customers are returning buyers, adding that after-sales support is often more important than the initial transaction itself.
“Selling boats is easy for us,” he says. “Looking after your customers is the key to them coming back.”
The continuing popularity of shows also appears closely tied to the industry’s ability to generate aspiration.
Aspiration comes from all shows
Williams describes Southampton International Boat Show as “a huge, huge part of our calendar,” not simply because of immediate sales opportunities, but because it introduces boating to future generations of owners.
“You’re getting introduced to people who may not buy something there and then, but maybe five years down the line [they will],” he notes.
Even newer and smaller brands entering the market continue to invest heavily in exhibitions despite difficult conditions, viewing them as essential for visibility and credibility.
New brands still betting big on exhibition visibility
Oliver Lanza, director Sabino Yachts (Bellini) says exhibitions remain essential for newer brands trying to establish themselves in the UK market. Although the company describes its first year as “commercially challenging”, Lanza says shows have helped build awareness and generate strong interest around the reborn Italian brand.
“The first year has been all about establishing ourselves, showing the market who we are, what we are, what this boat’s about.
“Businesses are really, really keen to collaborate and promote with us, use us, work with us,” he says. “People love the Bellini brand, they love what this brand represents.”
Lanza adds that while sales across the market have been difficult, the business remains optimistic about the future after building a strong database of potential customers and planning a series of promotional events around the UK this summer. “I’m really hopeful that this year will be still a better year for us,” he says.
Chris Ibbotson, director Waterside Boat Sales (Sasga Yachts) is firmly in the camp that boat shows remain essential, particularly for newer or less established brands trying to build recognition in a crowded market. While acknowledging rising costs and tougher trading conditions, he sees exhibitions as one of the few environments where genuine discovery still happens at scale.
“This is our first time exhibiting at this show [South Coast and Green Tech Boat Show], primarily, because it’s affordable, unlike some of the shows,” he says.
Long-term value: why immediate sales aren’t the full story
Rather than expecting immediate sales, Ibbotson views shows as long-term marketing platforms, explaining that the goal is to get on the radar of buyers who may only make a decision years down the line. For him, the value lies in visibility, comparison and curiosity – giving people the chance to step aboard and reconsider what they thought they were looking for.
He highlights how boat shows can generate unexpected interest simply through placement and visibility, and describes taking a motorboat and exhibiting it among sailing yachts. While that came about as a last-minute logistical decision, he says it proved highly effective in attracting attention from a different audience.
“When we first took this to Southampton, we booked it last minute and they put us in among all the sailing boats,” he says. “It didn’t matter.”
He believes the positioning encouraged curiosity from visitors who might not normally consider a motorboat, with sailing-focused attendees stopping to look around and engage with the design, layout and concept in a way that helped broaden the brand’s appeal.
That optimism – combined with the enduring power of face-to-face events – remains reason enough to keep showing up.
For all the talk of declining attendance, rising costs and a more hesitant market, the industry’s message is consistent. Boat shows are not just surviving – they are evolving. And for dealers, brands and brokers alike, they remain one of the few places where the future of boating still feels visible, tangible and, crucially, within reach.
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