Yachting Art Magazine

The IBEX and Metstrade trade shows have announced the launch of a new support programme aimed at international companies looking to expand into the US marine market. Run in partnership with the National Marine Representatives Association and Marine Marketers of America, this initiative aims to provide international exhibitors with structured access to the world’s largest recreational boating market, estimated to be worth around $230 billion.

Established in 1991, IBEX has established itself over the years as the leading technical trade fair for the marine industry in North America. Held annually in Tampa, it brings together manufacturers, equipment suppliers, service providers and professionals specialising in technologies and services related to the recreational boating sector. Meanwhile, Metstrade, held in Amsterdam, is one of the leading international events dedicated to marine equipment and innovations. This partnership between the two events reflects a desire to strengthen commercial links between the European and North American markets.

According to data from the National Marine Manufacturers Association, the United States remains the world’s largest recreational boating market today. The sector generates an annual economic impact of approximately $230 billion and supports over 812,000 jobs. In 2024, US consumer spending on boats, nautical equipment and related services reached nearly $55.6 billion, including over $32 billion for sales of new boats, engines and accessories.

Against this backdrop, the new export programme launched by IBEX and Metstrade aims to help foreign companies better understand the specificities of the US market and reduce certain barriers to entry. The initiative will be officially rolled out at the 2026 edition of IBEX, scheduled for 6–8 October in Tampa.

At the heart of the programme is the creation of a dedicated International Pavilion, located in a strategic area of the show. Limited to 30 companies, this space has been designed to offer enhanced visibility to international brands targeting the North American market. Beyond the physical presence at the show, the initiative includes a range of tools designed to facilitate initial business contacts and accelerate development efforts.

Participants will benefit in particular from a programme of pre-arranged meetings with independent distributors and specialist sales representatives. These ‘speed dating’ sessions, organised with the support of the NMRA, will enable companies to meet professionals with in-depth knowledge of the various regional markets in the US.

The programme also features several themed seminars dedicated to launching marine products in North America. Topics covered will include brand positioning, distribution models, marketing communications and regulatory aspects specific to the US market. A mandatory preparatory webinar will round off this support ahead of the show’s opening.

For Mary Velline, director of the IBEX show, understanding the specificities of the US market is a key factor for success: “The US recreational boating sector operates very differently from the rest of the world, and it is essential to understand these differences to succeed commercially.”

David Pilvelait, president of the NMRA, shares this view, highlighting the importance of networking in the US boating industry: “The market relies heavily on relationships and a detailed knowledge of the regions and distribution channels.”

For Alisdair Martin, president of the MMA, the aim is also to enable participating companies to gain a more realistic view of the opportunities and constraints of the North American market in order to develop tailored growth strategies.

This initiative comes at a time when many European marine companies are seeking to strengthen their international presence, whilst the US market continues to represent a strategic outlet for manufacturers and equipment suppliers in the sector.

Through this new export programme, IBEX and Metstrade are thus seeking to further structure exchanges between international players in the marine sector and to support companies in adopting a more gradual and structured approach to the US market.