Every five years or so, a World Exposition takes place under the auspices of the Bureau International des Expositions. The last Expo was in Aichi Prefecture, Japan in 2005, when some 22 million people visited more than 150 national and corporate pavilions on a two square km site. The Expo made a profit for organisers of 10 billion yen.
New Zealand at the Expo
The New Zealand Government invested NZ$12 million in the Aichi Expo. The country’s presence was very popular, with over four million people visiting the hi-tech pavilion that offered a glimpse of New Zealand as a great place to visit and do business. Five years on, New Zealand’s exports to Japan, traditionally a very important market, remain below what they were at the start of the decade, and inbound tourist numbers continue their decline.
Shanghai Expo 2010 will be much bigger, more elaborate, and inevitably, more expensive than before. New Zealand’s budget for Shanghai will approach three times that of Aichi. What will the nation gain in real terms from this investment?
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