COMMISSION OF THE EUROPEAN COMMUNITIES 
COM(93) 168 final 
Brussels, 6 May 1993 
REPORT FROM THE COMMISSION TO THE COUNCIL AND THE EUROPEAN PARLIAMENT 
on the Community participation in the 1992 Genoa 
Specialized International Exhibition 
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1. Introduct ion 
In its communication dated 25 April 1990, the Commission presented the case 
for Community participation in the 1992 Genoa Specialized International 
Exhibition to the Council and Parliament. The communication was approved by 
the Council and Parliament and the budget for participation was set at 
ECU 2.4 mi I I ion. 
The event, approved by the International Exhibitions Bureau as a 
"Specialized International Exhibition", ran from 15 May to 15 August 1992. 
It was organized by Ente Colombo '92 and sponsored by the Italian 
Government, the Region of Liguria, the province of Genoa, the municipality 
of Genoa, the Genoa Chamber of Commerce and the Autonomous Consortium of the 
Port of Genoa. 
Like the Universal Exposition in Seville, the exhibition marked the 500th 
anniversary of the discovery of the Americas. The links between the two 
events was highlighted by the appointment of a special Coordinating 
Committee. 
On 6 December 1990 the Commission appointed Mr Guy Simon, Head of the Fairs 
and Exhibitions Unit in DG X, and Mr Giulio Saldari, a Principal 
Administrator in the same unit, as Commissioner-General and Deputy 
Commissioner-GeneraI respectively. 
2. The theme 
The theme chosen by the organizers of the Exhibition was "Christopher 
Columbus: Ships and the Sea". 
All the exhibits, in their different ways, followed the theme of the 
Exhibition, focusing on the most important aspects of ships and their 
historical development. Exhibits also dealt with related themes such as 
shipping, ports installations, coastlines, marine archaeology, scientific 
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research, tourism etc. The theme of ships and the sea was also echoed in 
numerous works of art, historical documents and charts. 
3. The site 
The site of the Exhibition was on the old port of Genoa where many old 
buildings were restored and new ones constructed as part of a grand design 
conceived by the architect Renzo Piano. The total area, reclaimed and 
otherwise, came to 61 000 square metres. In all, preparation of the site 
took 1 350 people three years. 
The plan was such that, now that the Exhibition is over, 95% of the 
facilities can be used for cultural, scientific or commercial purposes, 
making the exhibition buildings an integral part of the fabric of Genoa. 
The entrance to the Exhibition was opposite the Palazzo San Giorgio in the 
centre of a vast square leading to the old town. 
Immediately inside the entrance was "Bigo", the symbol of the Exhibition: \ 
collection of old cargo booms, the tallest supporting a panoramic lift 
capable of taking 65 passengers to a height of 50 metres. 
To the north of the entrance, along the Molo Spinola is the largest new 
building, an aquarium. In time it will be the largest in Europe. 
The Nave Italia, specially built to house the Italian pavilion was moored 
close to the aquarium. From it visitors were taken by boat to the mole in 
front of the Magazzino del Cotone which housed most of the stands. 
Beyond the Magazzino del Cotone is a very modern congress centre capable of 
catering for 1 500, but designed in such a way that it can be quickly 
subdivided to cater for two smaller events. There are a number of arts 
centres outside the exhibition site proper. 
4. Statistics published by the organizers 
A total of 57 countries and organizations took part in the Exhibition. Of 
these, 49 had a "National Day". Following a rather slow start, the 
Exhibition attracted a total of 1 706 148 visitors. Italians accounted for 
72%, divided as follows between the regions: Liguria 19%, Lombardy 18.14%, 
Piedmont 8.06%, Tuscany 5.14%, Veneto 2,30%, Lazio 1.15%, others 18.13%. 
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The main nationalities among the non-1 ta Man visitors (28%) were the 
Japanese (5.90%) and the French (4.84%). School groups accounted for 14% of 
the total attendance. 
Although attendance was good, it was not as high as forecast: the organizers 
had expected 3 500 000 visitors. 
The figures and the general impression gained indicate that, although the 
exhibition was undoubtedly international, it was essentially an Italian 
affair. 
There were 1 200 accredited Journalists, 40% of them foreign. 
Almost 120 distinguished visitors came to the Exhibition. They included 
politicians, Italian and non-1 ta Nan, who tended to come on "National Days". 
The following were present on the opening day of the Exhibition (15 May): 
Mr Spadolini, acting President of Italy; 
Mr RuffIno, representative of the Italian Government; 
Mr Bemporad, Italy's Commissioner-General; 
Mr Merlo, Mayor of Genoa and President of Ente Colombo '92; 
Mr Allan, President of the International Exhibitions Bureau; 
Mr Salvatori, Chief Executive of "Ente Colombo '92", 
together with many elected representatives and local dignitaries. 
5. Events 
Almost 100 events and national and international conferences were organized 
and were attended by a total of 230 000 people. 
Thirty congresses, which attracted almost 20 000 delegates, were held in the 
prestigious conference centre. They included: 
. the XXVI Law of the Sea Institute Annual Conference, organized by the UN, 
the International Maritime Committee and Unidroit; 
the International Conference on Ocean Management in Global Change, 
organized by the UN; 
the International Conference on Current Issues in Maritime 
Transportation, organized by the UN and the International Maritime 
Committee; 
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the Brite-Euram Congress on "Research and Technological Development for 
Ships and the Sea", organized by the Commission (see 10 (c) below); 
the Marine Insurance Seminar, organized by Ernst Robert Lindley and Son, 
London ; 
the Conference on a Marine Safety Policy for the Mediterranean, organized 
by France's Commissioner-General. 
Many art exhibitions were held in Genoa itself - the Italian Ministry for 
the Arts organized an exhibition on "The Meeting of Two Worlds" in the 
restored Palazzo Ducale. 
A production of "Moby Dick", starring Vlttorio Gasmann, was seen by 11 000 
spectators. 
6. Participation by the Community and the Member States 
The Community's presence at the Exhibition is partly explained by the theme. 
Ships made it possible for Europe to discover the world and forge relations 
with other civilizations, while the sea is a store of resources for us to 
use and an ecosystem for us to protect. 
A Community presence at an exhibition organized in one of the founding 
Member States was particularly appropriate in the lead-up to 1993 and the 
single market. 
This presence took three forms: 
seven of the Member States - France, Germany, Greece, Italy, Portugal, 
Spain and the United Kingdom had stands; 
these national stands were grouped on the ground floor of the Magazzino 
del Cotone (the Italian pavilion, as we have seen, being housed in a ship 
moored nearby); 
. the siting of the Community stand in the middle of the national stands. 
Coordination was made possible by close cooperation between Italy's 
Commissioner-General and the Commission. 
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7. The Community stand 
Five designers of various nationalities were consulted on plans for the 
Community stand. The design chosen was that of the British firm 
Denton Corker Marshall. 
Once the plan had been adapted and finalized, the Commission issued an 
invitation to tender for the construction and fitting out of various parts 
of the exhibit. The contract was awarded to the British firm 
Kimpton Walker, which offered the best terms. 
The Community stand occupied an area of approximately 630 square metres on 
the ground floor of the Magazzino del Cotone. On the first floor was an 
area for meetings and receptions and the offices of the 
Commissioner-General. 
The exhibit was In three sections: 
Area 1: The importance of the sea for European civilization and the 
European economy. 
Area 2: Community initiatives and programmes with a bearing on ships and 
the sea. 
Area 3: Basic information on the European Community and the prospects 
opened up by 1993 and the single market. 
Area 1: 
The Importance of the sea for European civilization and the European 
economy 
From a cultural, economic and political point of view, the sea is a vital 
and integral part of the Community. 
For this reason, this section of the exhibit featured some of the major 
historical and cultural developments in Europe, such as the evolution of 
ships and navigation instruments since ancient times. 
A bank of 45 screens showed footage of the sea and the coastlines of 
Community countries with their very different climates. 
A series of display panels made the point that the Community has 65 000 km 
of coastline, that eleven of the twelve Member States have access to the 
sea, and that sea-related activities include shipping, shipbuilding, 
tourism, fisheries, and aquaculture. 
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To illustrate the economic significance of these activities, the importance 
of the Community's fleet, its main ports and its fishing industry was 
highlighted. 
Between Area 1 and Area 2 a large interactive map, linked to a group of six 
screens, presented pictures of the twelve Community capitals on which 
statistics relating to each country were superimposed. 
Area 2; 
Community Initiatives and programmes with a bearing on shins and the sea 
The purpose of this part of the exhibit was to make visitors aware of 
Community action, which was presented under four main headings: 
Protection of the environment and the marine habitat presented MAST, the 
first Community research and applied technology programme devoted to the 
marine environment, using a large model, with a pool which produced 
waves, to Illustrate the problems of coastal erosion. 
Other panels presented programmes which focus on specific regions, such 
as Medspa for the Mediterranean, Nordspa for the North Sea, the Baltic 
and the North-East Atlantic. 
Coastal regions in which blogeochemical research is being carried out 
were illustrated by the Eros 2000 project. Visitors also learned that 
the Community is a signatory to international conventions, such as the 
Nicosia Charter for the protection of the environment in the 
Mediterranean basin. 
Conversion of the shipbuilding industry was highlighted by information on 
the Renaval programme which promotes investment in industrial 
infrastructures adapted to today's economic situation. 
Modernization of the shipbuilding industry was spotlighted by large 
displays on research programmes such as Brite-Euram, which sets out to 
increase the competitiveness of Europe's manufacturing industry, and 
Esprit, which targets microelectronics, the development of information 
technology and computer-asssisted production. 
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These programmes were illustrated by a model of an off-shore platform, 
lent by AGIP, and a model of a new-generation ferry, lent by Fincantieri. 
The last programme to feature was Thermie. This promotes energy 
technology and was illustrated by a life-sized laminated propel lor blade 
which produces a 20% saving in fuel consumption. 
Management of the sea's resources was shown as another sensitive area 
where the Community has been active for some time through the common 
fisheries policy. 
Panels illustrated the FAR programme (replaced this year by the AIR 
programme), which deals with fisheries management, new fishing technology 
and the upgrading of fisheries products. 
Area 3: 
Basic information on the Community and the prospects opened UP by 1993 
and the single market 
In an area resembling the hull of a ship this exhibit was based on 
interactive, easy-to-consuIt videodisks. 
By familiarizing themselves with the Twelve, visitors learned that the 
Community is now one of the largest economic blocs in the world and the 
world's main trading power. 
The documentation centre took the form of an information counter with a wide 
array of publications in all the Community languages by the Commission, the 
European Parliament, the Council, the EIB, the Economic and Social 
Committee, the Court of Auditors and the European Centre for the Development 
of Vocational Training. 
In all, 600 000 publications were distributed. 
Meeting/reception area 
This area, on the first floor, was not accessible to the public. It was 
decorated and fitted out in such a way as to serve two purposes. 
It was made available to participating Member States for receptions, meals, 
meetings and seminars. It was also used to entertain individual visitors. 
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The area was used, inter alia, for meetings of the Steering Committee of 
Commissioners-General and for the weekly meetings of Directors of the 
national stands. 
staff 
Staff was to kept to the absolute minimum needed for an operation of this 
kind. Commission staff comprised the Deputy Commissioner-GeneraI and the 
Stand Director. Staff recruited locally through a specialized agency 
consisted of a secretary, six hostesses, someone to run the 
meeting/reception area, and a driver/handyman. 
Overall results 
A total of 830 000 people visited the Community stand, that is to say, an 
average of 9 000 a day for each of the 93 days. This figure is based on 
counts made by the hostesses at various points during the day. 
It Is interesting to note that the audiovisual show, the interactive map and 
the videodisks were operational for a total of 1 116 hours. 
As we have seen, more than 600 000 publications were distributed. 
Information and communication activities 
European community Day 
"European Community Day" was celebrated on 3 July. 
The official Community delegation was led by Mr Dondelinger, Member of 
the Commission, and comprised Mr Daman, a member of Mr Dondelinger's 
staff, Mr Simon, Commissioner-General, Mr Saldari, Deputy 
Commissioner-General, Mr Ors ini, Director of the stand, Mr Santi, 
representing the Commission's Office in Italy, Mrs Manfred!, Director of 
the Milan Suboffice, and Mrs Val 1er of the Milan Suboffice. 
Also present were Mr Barzanti, Vice-President of the European Parliament, 
Messrs Baget Bozzo, Ferri, Parodi and Spéciale, Italian MEPs, and 
Mr Salimbeni, Director of the European Parliament's Office in Italy. 
The delegation and other visiting dignitaries were welcomed by 
Mr Bemporad, Italy's Commissioner-General, Mr Zirilii, Prefect of Genoa, 
Mr Merlo, Mayor of Genoa, Mr Musca, Quaestor of Genoa, and by many of the 
Commissioners-General of the Member States, non-Community countries and 
International organizations. 
In the morning, after a flag-hoisting ceremony, speeches, and the 
signature of the Golden Book by Mr Dondellnger in the VIP room of the 
Palazzina San Lorenzo, the delegation and guests visited the Italian, 
French, Spanish and Portuguese stands, the Community stand, and finally 
the British, German and Greek stands. 
The lunch organized by Ente Colombo '92 for the delegation was also 
attended by local dignitaries and elected representatives and by the 
Commlsssloners-Genera I of the Member States. 
In the afternoon Mr Perissich, Director-General of DG III, gave a lecture 
on "European Maritime Policy: Recent Developments". This was attended by 
150 guests drawn from the business and academic worlds, economic 
correspondents and local elected representatives. 
In the evening Mr Dondellnger hosted a reception in the Circolo Tunnel in 
the prestigious Palazzo Dor la. This was attended by more than 
270 distinguished guests. 
Klte-flying display 
As part of the "European Community Day" celebrations, "Team Fly Europe" 
organized a kite-flying display. The display was inaugurated by Mr 
Dondellnger releasing a giant kite in the European colours outside the 
Italian pavilion. Thereafter the "Team" gave a display of kites flying 
singly or in groups. 
Distinguished visitors to the Community stand 
Distinguished visitors to the Community stand, notably on "National Days", 
included: 
30 May: 
5 June: 
6 June: 
20 June: 
1 July: Princess Elena, Infanta of Spain 
Mr Seitz, German Ambassador to Italy 
Mrs Benakis, Greek Minister for the Arts 
Mr Soares, President of Portugal 
The Duke of Kent 
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2 July: Mr Josselin, French State Secretary for the Sea 
Mr Cuvillier, French Ambassador to Italy 
3 July: Mr Dondellnger, Member of the Commission, and Mr Barzanti, 
Vice-President of the European Parliament 
5 July: Mr De Michel is, former Italian Foreign Minister 
13 July: Mr Napolitano, President of the Italian Chamber of Deputies 
10 August: Mr Andreotti, former Italian Prime Minister 
14 August: Mr Amato, Italian Prime Minister 
Specific operations 
A number of specific operations were organized in connection with Community 
participation in the Exhibition: 
. a press conference was given on 28 April 1992 to publicize Community 
participation in the Exhibition. It was well-attended by 
representatives of the press, radio and television; 
a conference was organized in the congress centre, in association with 
"Genova Ricerche", on "Research and Technological Development for Ships 
and the Sea" from 30 June to 1 July. Among those attending were: 
Mr Pandolfi, Vice-President of the Commission, Mr Fasella, 
Director-General of DG XII, Mr Spéciale, MEP, Mr Contzen, 
Director-General of the JRC, and scientists of many nationalities; 
a conference was organized in conjunction with the European Parliament 
and the "Centro in Europa" on "Post-Maastricht: the Regions and Europe" 
on 16 July; 
a press conference was given by the European Parliament's Office in Italy 
on 7 August to launch the "Vola in Europa" competition organized in 
collaboration with Alitalia. 
Collaboration with the Member States 
This was considered vital as a means of making the Community a reality for 
visitors to the Exhibition. 
As is generally the case for events of this kind, the Commission arranged 
for the stands of the participating Member States - France, Germany, Greece, 
Portugal, Spain and the United Kingdom - to be grouped around the Community 
stand on the ground floor of the Magazzino del Cotone. (The Italian 
pavilion was in a ship moored nearby.) 
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As part of its coordinating role, the Commission organized six meetings of 
the Commissioners-General of the Member States in Genoa in the lead-up to 
the Exhibition. A special meeting was also held in Brussels on 
17 December 1991. 
Once the assembly stage began, regular friendly contacts made it possible: 
to exchange information on problems of common interest; 
for the organizers to adopt a common position on certain organizational 
and managerial points, often with financial implications; 
to agree on a special panel to be used by each national pavilion to 
highlight Community membership. 
The good work continued within the Steering Committee of 
Commissioners-General chaired by Mr Galopin (France). 
This admirable collaboration, which gradually became routine, proved 
extremely effective in both political and practical terms and should be 
repeated at similar events in the future. 
Relations with other exhibitors and the Italian authorities 
The Community's Commissioner-General had extremely good official and 
personal relations with his colleagues throughout the period of the 
Exhibition. 
The Deputy Commissioner-General and the Director of the Community stand took 
part in many ceremonies associated with "National Days" and attended 
conferences, receptions and other events organized on the fringes of the 
Exhibition. 
Relations with Italy's Commissioner-GeneraI and the Italian authorities in 
general received particular attention and receptions and events organized by 
them were attended as a matter of course. 
Conclusions 
It can be said that: 
. a Community presence in Genoa helped to highlight the link between the 
Italian exhibition and the Universal Exposition in Seville, where the 
Community was also present, and ensured continuity in the policy that has 
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been pursued on fairs and exhibitions over the last ten years; 
coordination by the Commission made it possible to group the stands of 
the participating Member States in a particularly attractive area of the 
Exhibition; 
the Community stand, located in the middle of the Community group, was a 
great success, receiving an estimated 830 000 visitors; 
the Importance of a Community presence is underlined by the number of 
local and foreign dignitaries to visit the stand; 
"European Community Day" was a success both in terms of attendance and 
organization; 
collaboration with the Commissioners-General of the Member States and 
relations with other participants and the Italian authorities were 
exemplary and proved extremely effective in political and organizational 
terms; 
coverage by the press, radio and television was very satisfactory. 
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GENOA INTERNATIONAL EXHIBITION 1992 
Table I: Breakdown of revenue (ECU) 
Budget I tarn» 
A-3056: Community participation in 
the Genoa International 
Exhibition 
A-4056: Support expenditure 
(A-3056) 
TOTAL 1991 
1 035 400 
84 600 
1 120 000 1992 
1 154 000 
126 000 
1 280 000 TOTAL 
2 189 400 
210 600 
2 400 000 
Table II: Breakdown of expenditure (ECU) 
Preparation 
Stand 
Fitting-out and decoration 
Meeting and reception rooms 
Operating costs 
Information and communications 
(including Europe Day) 
Support expenditure (staff) 
TOTAL 1991 
91 000 
45 000 
665 400 
161 000 
0 
71 240 
84 570 
1 118 210 1992 
50 000 
0 
448 381 
41 262 
273 124 
55 493 
125 320 
993 580 TOTAL 
141 000 
45 000 
1 113 781 
202 262 
273 124 
126 733 
209 890 
2 111 790 
Remarks 
Contrary to expectations, there were no rental costs for the 
Community stand supplied by the organizers. The ECU 45 000 
entered for the stand was devoted solely to our contribution to 
the cost of installing general services shared by all 
exhibitors in proportion to their share in the total surface 
area. 
2. Operating costs were below forecast since it was found to be 
possible to run the stand with a smaller staff than originally 
pIanned. 
-^4 - ISSN 0254-1475 
COM(93) 168 final 
DOCUMENTS 
EN 16 
Catalogue number : CB-CO-93-189-EN-C 
ISBN 92-77-54849-5 
Office for Official PubUcatioiis of the European Communities 
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