Hot Air
The ramblings of an avgeek
EBACE - What next?
Just over a year ago I wrote a blog (‘Back to BACEics’, Hot ‘Air’chive’) which looked at the challenges facing the largest annual business aviation events and casting an eye over what the future may hold.
The final paragraph of that piece is worth repeating now – a year down the road. “My prediction…is that some of these events, particularly in Europe and the US will not survive in their current form – despite the best of organiser intentions. Events will be smaller and others will eschew the static display in the face of sheer cost and potential protest. Smaller events will perhaps require leaner, cheaper venues and indeed locations. A return to the BACEics in five years’ time will probably see a very different selection of events, perhaps in very different places.”
On the 10th April, the EBAA (European Business Aviation Association), now sole organisers of EBACE – the European Business Aviation Convention & Exhibition – announced the cancellation of this year’s show due to be held at the Palexpo Centre in Geneva from 2nd to 4th June. In a press release, the EBAA explained that “Despite our efforts, it has become clear that the EBACE26 format did not generate the momentum needed to deliver a viable edition of the event.” In other words, EBACE has been cancelled for lack of ticket sales, interest, enthusiasm and bookings for exhibition space.
In the past ten days, reaction – whether through channels on social media or industry forums – has been vocal, surprised and in some cases downright dismayed. The latter probably reflects the opinions of those most immediately affected – exhibitors and visitors who have invested heavily both financially and in terms of time in attending the convention. The announcement of the cancellation, just 53 days before a gathering of this scale was due to open, was bound to be controversial. After all, EBACE, which started in 2001, has been by far the biggest annual showcase event for European business aviation.
The EBAA press release confirming the cancellation emphasises the importance of EBACE up until now and its precious reputation. “Created as a platform for the industry, by the industry, the event has served as a place for the European business aviation community to meet, do business, showcase its value and innovation, and come together as a sector. It has also supported EBAA’s wider mission by creating visibility and momentum for the industry, while helping generate the financial means that enable the Association to continue its advocacy, representation and member support work across Europe.”
As I mentioned in my earlier blog, between 2010 and 2024, I acted as aviation consultant to a major corporate service provider. From the very start, EBACE was an important landmark in the calendar. As part of my role, I produced a monthly newsletter focusing on developments in the business aviation sector. It is in the nature of the beast that some months produced more news than others. I could always however rely on the month of EBACE to produce manufacturer announcements and more stories than I could shake a stick at. Manufacturers (OEMs) routinely saved up news of new projects, marques and models for major showpiece events – the BACEs - including the European show.
In recent years, it is well documented that some OEMs have been re-evaluating their attendance at these huge events. Some, including Gulfstream and Bombardier, have cancelled exhibiting in favour of what are often described as ‘smaller, more customer focussed gatherings.’ In particular, the Covid pandemic caused many to embrace a more virtual way of interacting with the sector, not the least when the ‘in person’ events were cancelled en masse.
Others however have continued to use these shows, including EBACE, to unveil new models and exhibit their ongoing commitment to investment and development. They have continued to view such events as useful platforms to interact with customers and with the wider sector. In a similar example of this focus, it had been expected that the nascent Gibraltar Aircraft Registry would use this year’s EBACE as an opportunity to ‘soft launch’ and promote the project to a wider audience. Another platform will now have to be found.
EBACE 2025 was the first to be organised by the EBAA alone. Until 2024, the event had been co-produced with the US National Business Aviation Association (NBAA). It was also the first not to feature a dedicated static display of aircraft designed to showcase the very latest models. After the 2025 show, the EBAA had announced that the static display would return this year and that the location of the annual event would rotate with various (unannounced) European centres from 2027.
In its press release to explain the changes, it was noted that “From 2026 onwards, the event will offer the best of both worlds: Geneva will remain the anchor location, hosting the renowned static display and flagship industry gathering, while alternating editions will bring the show closer to members across Europe. This new format preserves the heritage and impact of Geneva while unlocking new opportunities for the industry to connect, discover and grow across the continent.”
As part of my consultancy role, I attended EBACE in 2011 as an exhibitor – for the first and only time. The experience of those few days has perhaps shaped my very personal opinion of the event, its benefits and its inherent flaws. The over-riding problem with EBACE has always been its location. Geneva is an eye wateringly expensive city in an incredibly expensive country. Attending EBACE as an exhibitor or indeed as a committed visitor requires substantial financial investment. Hotel rates during EBACE week increase exponentially and when coupled with the simple cost of entry to the show, cause sharp intakes of breath with those holding the corporate purse strings. The logistics are also often challenging – from stand location to the ‘nickel and diming’ of all aspects of a stand even before it is ready to open for business. In subsequent years, I limited attendance to ‘doing it in a day’ to avoid simply unjustifiable accommodation costs.
I am of course well aware that a huge part of attending events such as EBACE is the value of networking and socialising with industry peers. It is this element that will be missed by so many. Deals were done and invaluable connections made at the host of social functions during the show.
In more measured tones, some commentators have also sought to play down the significance and obvious inconvenience of the cancellation and to see pointers to the future shape of the event. The EBAA themselves, in explanatory comment on their website have made it clear that EBACE is not over – “This decision concerns the 2026 edition. EBAA remains committed to future events and to ensuring that their long-term direction and future formats reflect the needs of the European business aviation market.”
What therefore will that future hold? One consistently sage industry commentator noted that the EBAA will continue to do what it has always done – promote the interests of the European business aviation sector. Its principal role has not changed. It has never been solely that of an event organiser. As the EBAA ended its ‘cancellation’ press release – “At a time when business aviation continues to face political, regulatory and reputational pressure, EBAA’s role remains as important as ever. The Association will continue to act on behalf of its members by creating opportunities for engagement, advancing their interests before European institutions and policymakers, and ensuring that Europe’s business aviation community has a strong, credible and united voice.”
In all honesty, I do not see a return to the EBACE events of the past. The writing was very definitely on the wall when OEMs began to desert the format. Like it or not, but those manufacturers have been the collective locomotive driving the format forward. With waning enthusiasm, the engine is definitely slowing down to a crawl.
In announcing the cancellation of EBACE2026, the organisers made it clear that “the EBAA will continue working on the best ways to bring the industry together and support the sector through the right initiatives, platforms and forms of engagement". Other events will step in to fulfil that very ready need for the business aviation sector to get together ‘en fête’. In the fallout from the last-minute cancellation, there will inevitably be increased corporate aviation involvement with other industry gatherings such as the coming AERO 2026 in Friedrichshafen – Europe’s largest general aviation show. In addition, industry leaders will focus time and attention on other more highlighted get togethers – including the high-profile Corporate Jet Investor events in London and beyond, and the well-established annual Isle of Man Aviation Conference.
Stefan Benz, CEO of the EBAA described the cancellation of EBACE2026 as “a difficult decision, and one we have not taken lightly. We know it will cause disappointment for exhibitors, partners and participants who had committed to this year’s event and placed their trust in it.”
Despite their protestations, the EBAA have caused a lot of angst with the cancellation of the event, particularly so close to its opening. It is also true that running EBACE has never been the association’s principal raison d'être. Like its US counterpart, it will continue to argue loudly in support of business aviation and provide advocacy for its members. If it decides to continue to organise events, it is pretty clear that it will have to adjust to a changed industry appetite and demand. In the final analysis, the European business aviation sector will need to fulfil an appetite to get together, but the format of those gatherings will look very different. For once in my life, my predictions, expressed in the final paragraph of my 2025 blog, look set to come true.
To read more of my musings click HERE
