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EXPO 2010 SHANGHAI
China is the largest developing
nation in the world, with the
highest growth potential. Over the
past 20 years, China has come a
long way. The city of Shanghai, in
particular, has seen tremendous
development. One of the four most
rapidly developing cities in the
world, Shanghai is fast evolving
into a business capital and Shanghai: tremendous development
cosmopolitan city. The quality of
life in the city has also risen. of writing. Spain, Italy and Canada
Against this backdrop of social are among those who have
and economic success, Shanghai submitted proposals for the
won the bid to host World Expo consideration of the Organizing
2010, becoming the first Committee. The proposed
developing nation in its 150 years duration for the Expo spans from
of history to do so. 1st May to 31st October 2010.
The World Expo is to Shanghai During this period, the entire
what the Olympics is to Beijing. city of Shanghai will be put on
Dubbed the “Economic Olympics”, display for all the visitors as
World Expos are highly profitable well as participants of the Expo
and can be a big catalyst to the to see and experience for
development of a city. themselves the extent of
Shanghai and China’s progress.
This exhibition is to be held at a site It is also an opportunity to
in Pudong. The design of the site foster greater cross-cultural
is yet to be confirmed at the time understanding, expand inter-
national communications and The form and format of display
China’s presence in the global will vary from company to
community. company. Each is responsible for
the layout and design of its own
Within the 4 sq km exhibition site exhibition space as well as the
strategically situated along the mode of presentation. This can
Huangpu River, a technological range from demonstrations of
wonderland will be created in technology products by company
which each nation presents their representatives, to stimulation
interpretation of the central theme, rides to hands-on trial by visitors.
“Better City, Better Life”. Visual aids in the form of charts,
Companies from every invited or brochures will also be provided.
country will showcase the latest Most organizations will include
in their scientific and multimedia shows and other
technological innovations. atypical forms of exhibition to give
the visitor a unique and interesting
experience. In addition to its main
objectives of educating via
entertaining, the World Expo is
also a valuable channel for large-
scale marketing. Multinationals
like Nokia and Siemens have
launched a couple of their latest
models during such fairs,
generating much hype and free
publicity due to the media
attention surrounding the event.
The first World Fair was held in
Sending a powerful message to the world London, England, in 1851. Then the
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innovations and scientific
breakthroughs. Each event has a
specific theme reflecting the
hopes and realities of their times
and all who participate are
offered a taste of life outside their
These exhibitions are future-
oriented and aspire to find new
ways of advancing human
development. One of the primary
goals of such expositions is to
A land of colour and promise educate. Held in the spirit of
sharing and exchange, this event
most powerful country in the world, has lofty goals to encourage
the British showcased their products greater understanding and hence
and manufacturing processes and appreciation of different cultures
invited other countries to participate and ways of life, fostering a
in the exhibition. Later on, this greater degree of cooperation and
evolved into a large-scale rapport among nations. More
international non-profit event to than the Olympics or the United
promote economic, scientific and Nations, the World Expos
technological progress. expound the principle of
universality because anyone,
Vision regardless of skill, abilities or
The series of World Expositions profession, can participate.
is a celebration of the human
spirit, articulating people’s World Expos seek also to
ideals, dreams and desires, and entertain. Over the years, each
showcasing their achievements, event has found new ways to
achieve this, inspiring a whole loftier goals of a World Expo.
series of retail and entertainment Everything else, from the design of
concepts prevalent today, like the site, to the exhibitions, to their
department stores, theme parks marketing, stems from the theme.
and holiday villages.
Previous themes have centered
Activities around major issues, activities or
A World Expo typically lasts six events in a city. Shanghai Expo
months. During that time, a host 2010 will focus on “Better City,
of activities will be run Better Life”, also the motto of the
highlighting the theme of the Expo city, a poignant theme reflecting
as well as the distinctive traits of the yearning of Shanghainese,
each nation or organization. China and the developing
Exhibitions, shows, cultural countries at large for a better
activities and forums will be held tomorrow. The central issue of
throughout the site. To date, 24 urban life and its associated
cities in 13 countries have hosted problems is also highly relevant to
the World Expo. the developed world.
The concept of themed World Expos are highly popular
attractions so popular today international events. Because of
originated from the world fairs. its extensive nature, the host
Theming was and continues to nation stands to reap tremendous
be one of the most important economic and social gains.
aspects of an event. A good Business opportunities abound
theme has to be both a reflection and tourism is a prime motivator.
of issues central to the Hence, many countries compete
development of the city at that for the right to host the next
point in time as well as of the World Expo.
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The Application Process
An official notification of intent should be submitted to the BIE not
earlier than nine years before the opening date of the next exhibit
with an accompanying payment of 10% of the registration fee. The
opening and closing dates, theme of the exhibit and legal status of
the Organization Committee must also be included in the bid.
Six months following the initial submission, the BIE will conduct
investigations to ascertain the feasibility of the proposals. Each inquiry
will be conducted by several members of the BIE and all costs shall
be borne by the organizers of the exhibit. The focus will be on the
theme of the exhibit and its definition, the opening date, and duration;
the logistical capabilities of the host nation in terms of location, area,
and financial guarantees; the policies granted to exhibitors, attitude
of the authorities and interested parties and the expected reach of
the exhibit in terms of number of visitors.
When more than one country bids for the right to host a World Expo
and all preparation works meet the requirements of the BIE, the
selection will be subject to a secret ballot. A bidding country requires
a 2/3 majority vote to win. Failing that, a second round of votes will
be conducted after eliminating the country with the least number of
votes in the first round. The same criteria apply and a 2/3 majority is
needed. Successive rounds will be held until only two countries are
left. In that final round, the country with the higher number of votes
will win the bid.
Upon notification, the winning country must submit a formal application
to register the exhibit at least five years before the opening date. This is
also the time when the nation officially assumes the responsibility to
meet BIE standards to ensure a smooth World Expo. Invitations will
then be sent to other countries through diplomatic channels and the
host country shall then pay the remaining 90% of the registration fee.
The Bureau of International case of Shanghai, the tourism
Expositions (BIE) was formed in sector is one of the fastest
1928 by thirty-one nations to growing sectors of the economy.
regulate the fairs. Headquartered The number of tourists has been
in Paris, France, it oversees the increasing, on average, at a rate
bidding process. of 8% every year since 1992 and
this figure had risen sharply in
Economic Implications and 2001. Based on this, it has been
Benefits postulated that Shanghai will be
The success of Shanghai in its bid able to attract 130 to 150 million
for World Expo 2010 will go a long tourists in 2010, out of which 3.6
way towards promoting Shanghai to 3.8 million will come from
as an international metropolis, abroad. Come 2010, at least 70
which fits in perfectly with the million visitors are expected to
strategic goal of the city. The attend the Expo, a further boost
economic implications of this are to the tourism industry.
also great. Hosting the event will
provide a strong impetus for rapid According to the China Youth
growth. The pace of infrastructure Daily, it is estimated that direct
development, especially of the income from this sector will hit
transportation network will be RMB 9.11 billion yuan (USD 110
sped up, and Shanghai’s service million). Admission fees alone will
industry (tourism in particular) rake in 7.3 billion while sale of food
will see tremendous expansion. and beverages will contribute 1.3
With such attractive conditions, million. The World Tourism
more foreign investments are Organisation predicts that each
expected for flow into the country. RMB spent on direct tourism
income will further generate RMB
Tourism industry 4.3 yuan in related industries such
The World Expo will have a huge as transportation, electricity and
direct impact on tourism. In the telecommunications.
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Showcasing superb architecture
There will be a continuous flow of As seen from past experience,
domestic and international tourists (the Flower Exhibition in
throughout the six months of the Kunming 1999), tourism has
exhibition. 70% of them will visit generated income as much as
other places in China or other parts RMB 16.9 billion yuan and the
of Asia. The economic benefits of rate of growth for some of the
the World Expo hence trickle down economic indicators exceeded
to the rest of China and the region 30%. Shanghai’s strategic location
at large. It is an excellent at the head of Yangtse will also
opportunity for the tour operators encourage East China’s
of Shanghai and the neighbouring participation in the event,
areas to cooperate and develop fuelling the economic growth of
new tourism products and the country as a whole.
strengthen regional ties.
Transport industry the city and neighbouring regions.
The main concern of organising the This network will also link up cities
World Expo lies in transportation. in the Yangtse River Delta region.
With a massive inflow of visitors Besides revamping their public
expected in 2010, the current transport network, Tour-Guide
chaotic traffic system in Shanghai Center will build 5 sub centers
poses a big problem. It is important serving 98 road lines as well as set
for Shanghai to ensure that there up the World Expo Special tour
will not be any hiccups when route to further enhance the
ferrying the visitors from all over visitor’s experience.
the city to the venue.
To overcome this problem, The World Expo is a huge event
Shanghai has worked out a requiring major construction
transport development plan for the works prior to the opening date. To
international road-rail-air terminal host the World Expo, Shanghai will
based around Pudong have to build an exhibition hall
International Airport with with a total area of 24 hectares
Hongqiao Airport playing a between Lupu and Nanpu Bridge.
supporting role. A high-speed This new exhibition hall will
railway system which allows for 7 become the largest in China. The
trunk lines running in 5 directions total exhibition area is
with yearly passenger capacity of approximately 10 hectares.
45 million trips will be constructed.
This highway will eventually According to Professor Zhu
become the backbone of Ronglin, each incremental 1000
Shanghai’s transport system. In square meters of exhibition space
line with this, Shanghai will also will generate an estimated 100 jobs.
build an expressway network of The World Expo in Hanover, for
approximately 650km, covering example, had created 100,000 jobs
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history, China has frequently
been misunderstood. Winning
the right to host the World Expo
also gives Shanghai a valuable
opportunity to present itself to
the world. It is a chance for the
city and its people to let others
gain a deeper understanding of
their rich culture.
The World Expos are held in the
spirit of advancing human
More expressways needed peace and prosperity. Hosting
such an event will have a
Social Implications for Shanghai significant and positive impact
& China on a country’s image and
Five countries vied aggressively international standing. It is also
for the right to host World Expo serves as a platform to enhance
2010. The World Expos bring communications and hence,
more than economic benefits; the improve bilateral relationships.
social implications are
tremendous. Great opportunities Implications for Other
now lie for China to exhibit its Developing Countries
achievements to the world. The door of opportunity has not
only opened for China, it has in fact
Little is known in foreign lands opened to the whole world
of the Chinese culture. Because including the developing
of the lack of outside contact countries. As the pioneer
throughout most of its long successful bidder amongst
developing countries, China venue. The convergence of
wishes to advance the interest of companies from all over the world
this group by bridging the gap will also generate many
between the developed and networking prospects that are
developing world through previously unexplored.
encouraging greater participation
from the latter. A special unit has The Long-Term Impact of World
been set up for this purpose. China Expo 2010
has set aside a fund of USD 100 Securing the right to host World
million to promote the Expo Expo 2010 has opened up many
amongst the developing doors for Shanghai. It is a big
countries. Part of the fund will catalyst to growth and the
be used to sponsor f re e development of the city dubbed
exposition space, transportation, ‘the New York of the East’ will see
traveling and accommodation for dramatic progress. The economic
the participants. and social character of Shanghai
will undergo tremendous change.
Non-Monetary Implications for Business opportunities abound.
Foreign Investors World Expo 2010, if successful, will
In the case of the more developed be a critical turning point in the
countries, the Expo 2010 is a great evolution of Shanghai into a
occasion to showcase new bustling business capital.
innovations and technological
breakthroughs. The exhibition
provides huge exposure and serves
as a ‘test’ market to gauge the
reception of the new products.
Although trading inside the fair is
not permitted, uncountable deals
are always concluded outside the