Expo offers networking ops for expat companies

The initial Expat-Expo opened in Zurich in February 2006, but it took a follow-up event in Geneva to drum home just how many English-speaking businesses and services were operating under the radar in Switzerland. “We sold out Geneva in two weeks and had to expand. We had so many visitors that the fire department wanted to close us down, so we had to change the venue,” Expat-Expo organizer, Ed McGaugh told Swisster.

“I think we’re helping to define what this market is all about,” he adds, several days before unlocking the doors of the Zurich Kongresshaus Gartensaal for the latest episode of Expat-Expo. “We’re all opening our eyes to the communal need to have info and access to certain kinds of services,” says McGaugh, of US origin.

After Zurich, four more events are planned over the next nine months: Geneva, Lucerne, Zug and Basel. Around 400 businesses, clubs and associations have applied to take part, covering a wide spectrum of activities, many offering products or services that would have been difficult to enjoy in Switzerland in previous years. 

“It’s all about finding the demand. There are products and services that one is used to which you can’t get here, so there’s a lot more opportunity for them. Some of these businesses are doing extremely well,” stresses McGaugh.

He also points out that launching a company in Switzerland isn’t the red-taped nightmare he once feared. “I’ve imported wine and I have to say that I was really surprised at how easy it was.”

“To get a liquor permit in America is much more complicated. It’s very easy to set up in Switzerland and my experience has been really painless. The Swiss are open for business here,” McGaugh adds.

The English-language too, has its advantages especially at the upper end of the market. “Switzerland is a high-tech world and such a world uses a lot of English – that’s the reality. Many top-level managers are English-speakers,” says McGaugh.

Nostalgia plays its part as well. “When you’re here from overseas, you can develop a certain amount of homesickness and so expats want to come together as a group. This is not something to be underestimated. It’s comforting,” he adds.

While it’s clear that Expat-Expo has provided a significant networking solution and showcase for expat businesses, it’s less clear what the future holds for them, as global events conspire to sap the economy. 

The crisis has prompted several companies to cancel their stands in Zurich admits McGaugh and further deterioration – predicted by Switzerland’s state secretariat for foreign affairs – will inevitably cull weaker concerns.

“I think we have to get through the current economic problems and we don’t know when it’s going to turn around. I’m hesitant to give a prediction – there’s real potential, but it will depend on whether the big corporations remain here,” says McGaugh who would like to see them and the Swiss government offer more support for Expat-Expo.

“It’s a good community service. Happy workers are good workers and we help to make them more comfortable, especially if there are just here for a few years,” says McGaugh.

To expand the trade show’s appeal, McGaugh has lined up several seminars in Zurich aimed at providing expats with more insight into Switzerland and what makes it tick.

Activities for children, prizes, food and drink have also been laid on for participants.

Doors open at 11am.