Industry insight: PIBS exhibitors reveal why yacht show is vital part of strategy
Image courtesy of PIBS
According to Toby Maclaurin, CCO of Ocean Independence: “All yacht shows are, to an extent, optimistic stabs in the dark.” There’s usually a surprise to challenge exhibitors such as weather, transport / air traffic control strikes, and / or pandemics. But that doesn’t stop Ocean Independence, and other PIBS exhibitors, attending the show in Palma.
As Maclaurin puts it, “what we can be very thankful for is that, once guests have arrived with us at the show, we can offer them a break from the everyday and to think and plan for happy times afloat.
“And it’s knowing how highly this yachting lifestyle is valued that keeps us both optimistic and sleeping well.”
Staying optimistic in the current wider climate is a daily struggle. However, all the exhibitors at PIBS (Palma International Boat Show) to whom MIN spoke, have a deep well to draw upon. As they ready themselves for the 41st iteration of the show MIN unpicks their reasons for exhibiting.
Reasons that companies rate exhibiting at PIBS
“The Palma International Boat Show is still a regional exhibition but is on the right track to become more and more relevant, involving international visitors with strong ties to Balearics and the Iberian peninsula as well,” says Carlos Vassallo, global head of sales at SAY Carbon Yachts Gmbh.
“It seems that the organisers are clearly committed to expanding the show and its strengths,” says Ione Astondoa, COO of Astondoa (pictured left). She notes that PIBS is expanding its exhibition space in 2025 and is looking forward to a new 5,000 square metre area in the Club de Mar with space for boats between 40 and 100 metres in length.
According to Giovanni Aprea, Apreamare has been investing in the wider area for decades as Mallorca, and the Balearics Islands, are a key yachting destination in the Med. Within that time, “PIBS has grown and matured significantly, and attracts boat enthusiasts from Spain and all over Europe with particular regard to British, Swedish and German clientele (but not only): perfect target-clients to understand, recognise and appreciate our understated Italian elegance, superior craftsmanship, and world class quality,” he proclaims.
Local ties are important for other exhibitors. Like Marineworks. It’s the company’s first time exhibiting as Marineworks Balear, “a milestone moment” and Rafal Skronski, managing partner, views the show as an ideal opportunity to “become part of the local ecosystem.”
Connecting with captains and crew
“With everything happening globally, we anticipate a more intentional and professional atmosphere at the show. For us, it’s an ideal setting to make a strong first impression in Palma — connecting with owners, captains, and managers who are actively seeking reliable support and long-term relationships,” continues Skronski (pictured).
“The shift toward more stable, trusted service providers works to our advantage. We’ve set clear targets around visibility, lead generation, and building trusted relationships in the region.”
Yacht shows are great showcases for the industry, and offer the chance to reconnect and support existing customers, meet new prospects and network with crew and other key intermediaries and industry partners, all factors appreciated by Toby Maclaurin, CCO of Ocean Independence.
“In our role as central agents for both yachts for sale and charter, it’s equally important to welcome cooperating brokers and their clients. We would expect to conduct approximately 200 yacht visits during the show, host a client event for our key clients and have a range of business development and commercial opportunity discussions.”
Read all the latest news about boat shows and associated events
Palma offers refit opportunities
“Palma is a natural refit paradise,” adds Gianni Zucco, co-founder, HP Watermakers, “being the base and the hub of transit for thousands of yachts.”
Gianni Paladino, commercial director of Lusben, is looking to PIBS to help the company strengthen its presence in the Mediterranean market and, in his words, “reaffirm our positioning as a leading refit & repair shipyard.
“We aim to meet existing clients, establish new partnerships — particularly with captains, brokers, and owner representatives — and gain insights into the evolving needs of superyacht and sailing yacht owners.
“In terms of targets, we focus on meaningful networking opportunities, reinforcing brand visibility among key stakeholders, and enhancing our ability to attract sailing yachts, especially within the sailing yacht community, which is strongly represented at this show.”
Yacht show in Palma key for pre-season strategy
Maxim Yachts’ sales manager Marc Forné states that it’s the company’s most significant boat show for the Spanish market before the season begins. “Mallorca is home to many Europeans, and it’s essential for us not only to showcase the boat in the water, but also to offer sea trials with clients.”
“Palma is key for our pre-season strategy . . . We aim to generate qualified leads, secure sea trials, and close deals with clients who are ready to purchase before summer. Our main targets include not only increasing direct sales but also reinforcing our brand visibility and connecting with key stakeholders in the Mediterranean region.”
PIBS delivers serious buyers
“As always, we expect a strong turnout of serious buyers, especially those who wait for the first sunny day to make their purchase and enjoy their boat in summer. Palma always delivers in that regard,” Forné continues.
At the same time, Astondoa is also looking to deepen connections with existing clients.
“Astondoa is very present in the Balearic Islands, many of our clients sail along the Balearic coast and some of them have as their home port different marinas located in the islands,” says Ione Astondoa, COO. “Therefore, in order for them to feel close to the brand that has built their yachts, we have to be present at the boat show, because it is a meeting point with these customers.”
Yacht shows are integral parts of the evolving buying process
Palma International Boat Show now sits alongside the other big international shows in terms of its importance to Sanlorenzo Yachts UK.
Nick Hatfield, managing director, points out that buying a yacht of the calibre of Sanlorenzo or Bluegame is often a journey that evolves over a period of time.
“Events, such as Palma, allow us to connect with our clients and potential owners on a face-to-face basis, discuss with them any important updates on particular models and show them new models – all of which moves them further along the buying process,” he says.
“It’s a really enjoyable show to exhibit at. The ease of access to the show for the UK client, along with the virtually guaranteed pleasant weather, makes it an ideal show for anyone who is potentially in the market.”
PIBS exhibitors on showcasing product
This iteration of PIBS will have a strong selection of new boats, and products, on offer.
“SAY Carbon Yachts has a long-standing presence in the Balearics, and we have chosen to launch our new flagship yacht during PIBS to strengthen our presence on the island and to expand our reach on mainland Spain,” explains Carlos Vassallo (pictured), the company’s global head of sales.
“Our targets are set to engage existing and potential partners, as well as end customers, whilst also presenting our most advanced vessel to date to the specialist media attending.”
“Palma is a boat show that continues to grow year after year, and it’s becoming a true point of reference for the European market,” notes Valentina Gandini, CEO of Mylius Yachts. The company is showcasing two of its most successful models, the Mylius 47P (motor yacht) and the Mylius 66 (blue-water yacht).
“We have high expectations for Palma. We hope the public will respond with enthusiasm, both in the world of sailing and in that of motor. We have many new features this year that I am sure will be appreciated by the market.”
