The 49th DEMA Show was held in Orlando from 11-14 November, amid geopolitical tensions and uncertainty about international attendance. Yet, in the end, footfall increased over last year, and, as a pleasant surprise, a great deal of new equipment was presented.
Over the years, I have seen a variety of DEMA Shows, some more productive, others quieter.
I have attended more than 30 DEMA shows and have generally approached each with positive expectations—except, perhaps, for the virtual edition in 2020, when the COVID-19 pandemic halted gatherings and most travel. That was an odd one. This time, however, I harboured some doubt and even apprehension, given the international tensions and the regrettable, toxic rhetoric that has led to a steep decline in inbound tourism to the United States.
The dive industry does not exist in a vacuum apart from broader economic and political trends, although we sometimes behave as if it does. It was, therefore, only to be expected that part of the international contingent would stay away. Indeed, our Canadian colleagues, among others, declined to set foot on US soil—something that also affected our own team.
That said, according to figures presented at the DEMA members’ meeting during the show, overall registrations were up 22.6 percent compared with 2024—a significant increase. Registered buyers rose by 12.9 percent and registered attendees by 16.3 percent as of one week before the show.
On the show floor, these positive developments were not immediately apparent. The overall atmosphere felt familiar. It was busy enough without being hectic, and certainly productive from our perspective. The DEMA Show has never been about achieving Black Friday-style crowds; its value lies in meaningful conversations, business and networking, all of which were better than they have been for quite some time.
There are always those who complain that the show is shrinking year by year. Frankly, I do not see what they go on about. Granted, it has compacted over time, but it remains a vast event—one where it is impossible to meet everyone you would like to, even with a carefully curated list. The four days always seem to pass far too quickly. This year, no fewer than 521 exhibitors were listed, so it remains quite a sizeable event.
Fresh innovations
So, what was new and noteworthy? Most significantly, there was a welcome surge in new equipment launches. Much of what caught our attention is featured in this issue’s Equipment Section, which I will refer to for specific details. It was refreshing, after several years dominated by mere colour updates and cosmetic tweaks, to see genuine innovation. I will leave readers to judge for themselves whether this year’s offerings are truly remarkable.
As for new destinations and operators, there were a few significant developments, mostly refinements to existing offerings and itineraries. That said, there are always newcomers in the mix. Dive operators continue to cluster in a limited number of established hotspots, many of which remain on photographers’ bucket lists. While our planet still has countless unexplored coastlines and archipelagos, the availability of surrounding infrastructure appears to dictate where most dive operations can thrive.
Meanwhile, liveaboard fleets enjoy greater freedom to pioneer new routes, often offering relocation trips as vessels move between regions and discover new dive sites along the way. These opportunities appear frequently, and often at short notice, so it is worth keeping an eye on operators’ websites. Land-based newcomers were mostly from the Caribbean and catered primarily to North American clientele.
I did not notice any Mediterranean operators, or other European operators aside from Portugal Dive, and only a handful from the Middle East, such as the Red Sea liveaboards. Perhaps that is unsurprising, as Boot Düsseldorf is a more natural showcase for them. What caught my eye were a few East African operations combining diving with land tours, such as safaris—perhaps a glimpse of the next big thing.
A further trend was the rise of eco-conscious resorts offering citizen science courses or community-based projects, such as coral restoration, marine ecology workshops, or local conservation initiatives. If these are genuine efforts and not mere marketing flourishes, then the trend is one we should wholeheartedly applaud.
Bittersweet notes
On a personal level, 2025 has not been a kind year, with the loss of friends and valued colleagues, some to illness and death, some to retirement. Their absence was deeply felt, particularly the loss of Michael Menduno, whom I eulogised in the previous issue’s editorial. The show felt a little emptier without him and surely quieter.
It was also the final DEMA Show for Tom Ingram, its CEO and president, who is retiring at the end of this year after an impressive 23-year tenure. I have worked with Tom for many years, most recently, in my capacity as chair of DEMA’s International Committee. It will be strange not having him around either. On a brighter note, our team collected three more awards and recognitions at the show, which is always gratifying.
A focused and worthwhile event
In summary, this year’s DEMA felt more compact and focused, which in turn made it more manageable and productive. Most of the key players were present, and the abundance of new equipment made for one of the most rewarding shows in recent memory.
Some of the long-standing grievances I have voiced over the years also seem to have been partly addressed, as operations ran more smoothly overall. There is still room for improvement, of course, something I plan to discuss with the new DEMA Board of Directors. But all in all, it was an entirely worthwhile event. I left in far better spirits than when I arrived.
