Germany as a trade fair location with record figures

The difference to Switzerland: the German economic locomotive. The whole world wants to enter the German market. And this is reflected in the exhibitor and visitor numbers. In 2018, 3% more foreign exhibitors and visitors came to Germany as a trade fair venue.

Klaus Dittrich, CEO of Messe München, which ranked second in Germany for the first time in 2018 with sales of 415 million euros (Messe Frankfurt is in first place with sales of 715 million euros): "The continuous expansion of international business in particular is an important success factor. When we have established a new topic in China or India, for example, participation from these countries has subsequently increased in Munich. Both on the exhibitor and visitor side."

The internationality of Messe Frankfurt's events has also increased further. "Around 78 percent (!) of exhibitors and 56 percent of visitors come to Frankfurt from abroad," says Detlef Braun, Member of the Board of Management of Messe Frankfurt: "Personal encounters are not in question, on the contrary, it is more about an intelligent connection between the analog and digital worlds."

Koelnmesse also remains on course for growth: in 2019, it aims to reach the 400 million mark in turnover for the first time. The growth drivers of this development are the participations from abroad: the proportion of foreign exhibitors at the approximately 160 supra-regional trade fairs in Germany is well above the 50 percent mark.

Are trade fair presentations still in keeping with the times? AUMA Chairman Walter Mennekes comments: "Of course, trade fairs have to evolve. But most of the basic concepts of our trade fairs are fit for the future. I would caution against proclaiming festivalization in general as the new trade fair trend. Ultimately, all realignments must offer the majority of exhibitors and visitors concrete added business value."