DEMA (Diving Equipment and Marketing Association), the biggest diving exhibition, attracting the most number of visitors, has taken place once again in the US. The location of the venue changes between Las Vegas and Orlando and this year it was Orlando’s turn. The grounds of the exhibition were just as expansive and impressive as in 2007, when we had visited the show last but the effects of the economic hardships could be felt here as well. Compared to previous years, all the best known manufacturers were present but with smaller stands and less equipment.

From the diving gear manufacturers, Aqualung’s representation was the most low-key with its 5m2 stand and a small selection of BCDs and dive suits. The re-breathers have been visibly gaining serious grounds as various types were exhibited at numerous stands. More and more manufacturers are introducing colourful dive computers. They have also started the installation of various GPS-based accessories into underwater navigation systems, though no actual working samples had been exhibited at the show. Several well-known manufacturers, including some Europeans, had chosen to stay away from the show this year. such as Halcyon and DUI, among others.

The travel part of the show was very colourful. Besides the usually favoured American destinations like Florida and Los Angeles, new destinations have also appeared, among them Micronesia, the Philippines and the Pacific. The biggest area was occupied by exhibitors promoting Indonesia, almost all destinations being represented, including most of the diving liveaboards and dive centres from Lembeh and Raja Ampat. Year after year the South-East Asian destinations have been gaining grounds, becoming one of the most popular and most visited destinations for the world’s divers.

Egypt was still under-represented, with only two small stands and one liveaboard operator. It seems more time is needed for people in the US to forget about 9/11.

The expansion of underwater photography companies and manufacturers deserve a special mention. This time they had their own separate section at the show where they could introduce this year’s latest gadgets. Seminars on underwater photography and video were held daily by such well-known guests as Stephen Frink and Eric Cheng. Virtually all known manufacturers were represented except maybe for Amphibicio, the Canadian manufacturer of video casings. More and more divers are buying some kind of underwater recording device, may it be underwater camera or video. According to some researchers, these purchases are going to reach 50% among divers within the next few years.

It was interesting to see that among the exhibitors were also in big numbers companies that specialise in testing and cleaning of dive tanks. This is something new as they have not been among the exhibitors in the past.

written by: Daniel Selmeczi
translated by: Anita Riberdy