Platforms for growth: Dusseldorf show director Petros Michelidakis on taking boot 2025 to the next level

The economic mood in Germany is not that optimistic at present. Do you think this will impact the show’s atmosphere – or are you picking up on more positive trends that the market appears to be picking up?

When we talk to the industry associations, the signs generally point to a slow recovery and there is a light at the end of the tunnel. Many insiders expect that boot Düsseldorf 2025 will mark the end of the downturn in the water sports industry. And that’s what I’m assuming too. The show is the start of a new water sports season in Europe and will create a positive climate.

Although the water sports industry is currently in a crisis, the original Greek meaning of the word is not only ‘uncertainty’ or ‘precarious situation’, but also ‘decision’. And that is what I am claiming for boot. We have made the decision to push boot even further from a difficult market position and to create an even more attractive market place for visitors. Even if the desire to buy has diminished after three successful years and due to the economic circumstances, tens of thousands of water sports enthusiasts are still planning to purchase water sports equipment. The industry has created the incentives to buy and we are fulfilling our role of creating the marketplace for this at boot 2025. For example, we have developed the surfing hall 17 into a hotspot for the young scene. A total of six high-calibre surf contests will be held here and the ambience has a new cool look. I also continue to stand by my assessment that anyone who surfs as a young athlete will later find their way to boating or sailing. And our booking figures prove us right: 1,500 exhibitors from more than 60 countries in 16 exhibition halls, covering 220,000 square metres, is simply fantastic.

What are the major differences to the show’s layout and programme we can expect in January? 

Of course, there are world premieres at the show, the technical innovations and highlights, because many companies specifically choose boot Düsseldorf for their launches in the European market. We invested not only in our new advertising campaign but we also invested in services for exhibitors and visitors targeting on an even higher “well feeling atmosphere” on the fairground! Visitors want to spend as much time as possible at the show at the lowest possible cost in order to see all the innovations. That is why we have made a few adjustments that, taken together, will enhance the ‘boot’ experience: our app with a new look and many digital functions, a new ‘boot Gastro-Guide’ on the website and in the app with restaurants on the exhibition grounds, menus and prices, free cloakroom service so that you don’t have to drag your thick winter jacket into warm halls, soft closing with extended networking and happy hours at the stages and last but not least, an exclusive ticket for boot.club members. For just €19, they can visit the fair for two days and really get informed about everything. The trade visitors should buy a b2b ticket so they have early access to the show starting from 9.30am and they can use the b2b lounges in Hall 7a and Hall 13. From this year onwards, there is also the option of booking hotel rooms on the boot.com website at the current, affordable best price. Individually these offers don’t sound particularly exciting, but together they provide visitors with an even better service. For example, we also recommend our exhibitor and product database at boot.com. This is where everyone can put together their own lists of favorites and tour plans and find out about the exhibits of companies and dealers.

Are you anxious that some players have decided not to attend the show this year? Which areas of the show would you like to grow/build on?

Due to the circumstances we respect the decision of a handful of yards not to attend and all have stated they will be back in 2026. A glance at the 16 halls of boot 2025 shows that visitors will not miss a thing. When it comes to motorboats, our exhibition halls are packed, with all the big names on board. The same applies to suppliers of engines and marine accessories. In diving, too, after a few crisis years due to travel restrictions, all the top-class suppliers and destinations are represented again. Diversity is also key when it comes to sail and charter providers. Despite the fact that the sailing and charter fleet sectors are under pressure we are proud of what will be presented by the yards. Sailors will find what they are looking for, from dinghies up to 70ft sailing yachts. We also have some new entries in the sailing sector like the Heymann 42 that won sailing yacht of the year last January at boot.

As a show organizer we always depend on the market conditions since we are always mirroring the market. At the same time, it is expected that we foresee trends and that we inform about future developments. So, it’s not only what we want but where the market is heading. We will see an expanded portfolio in sustainable propulsion systems in the future and we expect a more destination orientated use of boats and yachts. In the near future we also have to give more space to the motoryacht sector since there is already big pressure on space. Having 20.000 sqm in Hall 3 fully packed with motor boats up to 10 meters shows how important boot has become especially for newcomers.

In recent years there’s been a drive to create more of a spectacle around the show experience. The long-term view is that the entertainment attractions will at some point drive conversions and lead these people to buy a boat. Do you share that view?

boot is an excellent example of how the trade fair business is merging with the experience. That’s the spirit of the age. Nowadays, you can no longer inspire people just by presenting boats or boards, you have to convince them of the uniqueness of the sport or pastime. That’s how we attract young people with spectacular new world-class surf contests and at the same time convince them of how exciting water sports can be. The same applies, for example, to the Sailing Plaza. The stars of the international scene take to the stage there and give rousing talks about adventure, peak performance and innovative technology. In Germany, for example, the Vendée Globe has gained great importance through Boris Herrmann’s repeated participation. Boris is a real sports star for us, who many young people want to emulate. In addition, visitors to boot can also get active themselves in the XXL pool, the Dive Center, the canoe canal or the sailing pool and experience the fascination of water sports for themselves. All of this together makes boot Düsseldorf uniquely appealing. And yes, I believe that the attractions will increase the desire for people to take part in water sports themselves, which will then also lead to the purchase of boats or boards. Our new campaign ‘We love water’ expresses this perfectly, in my opinion.