I've attended a large number of these shows, and to be quite honest, they have lost the intent and value to the participants. Helitech was always well attended, relatively easy to access and good local accommodations that resulted in many people staying in the general area which meant you could meet and entertain the people you were there to see. It also attracted a huge number of everyday people from within the helicopter industry, which is where much of the true value came from. Excel or RAI was not a good location as it's in the middle of nowhere in a big city, which meant everyone dispersed at the end of the day and you couldn't find anyone, as they might be staying anywhere. Farnborough had a similar issue, although the venue was reasonable, the attendance was vague, and many exhibitors were thoroughly disappointed.
Personally, I find all these shows of good value as I get to engage with a lot of different people from around the World, and happen to know a large number of the attendees. Holding these shows in venues away from centres of helicopter operations has however caused a significant decline in access to the operators and individuals that are the principal reason for attending. By the same token, the helicopter industry is becoming dominated by people with not the slightest interest in helicopters, simply in the business of making money from them, and that is what the organizers seem to be targeting. Excel, Cologne or RAI is of very little value to me from a business perspective as it won't attract the customers and individuals I need to see. Our budgets are tight, many organizations still have significantly restricted travel and the continued unknown of Covid driven travel restrictions and changes, makes many hesitant to invest in this. Why bother going, if no one else is going to be there because of the location, Covid or simply because they are unsure of the value of the investment.
Eventually, someone will determine these shows are not financially viable, and there is a good chance there will be no helicopter shows in Europe once again. Perhaps then some bright spark will get down to basics and actually put on a helicopter show in a good location that includes helicopters and the people that make the business function. I am currently not planning on attending.