Trade fairs are recognised as outstanding platforms for presenting innovations to the public. Thus, for exhibitors at German trade fairs showcasing new products and services is one of their most important aims.
On the one hand trade fairs mirror an industry’s innovative potential and market trends.On the other, German trade fairs are a reflection of the main trends in industry and society. Examples are innovative urban infrastructures, sustainable production technologies, intelligent energy production, eco-friendly transport, food security and healthcare, as well as demographic change and living in a digital world.
Engagement with the market
In recent years trade fairs dealing with these topics have been established or existing shows have expanded to include these product groups. One of the reasons why German trade fairs are so successful is that they engage with
the market. This year AUMA, the organisation representing the German trade fair industry, forecasts trade fair figures to remain stable or reflect slight growth. In 2013, 140 international and national trade fairs are scheduled to take place in Germany, many of them world leaders. An estimated 165,000 exhibitors will take part, occupying stands covering around 6.5 million m². At approximately 10million, visitor attendance is likely to remain the same. Germany has 22 exhibition venues with over 2.75 million m² of available hall space. Their trade fairs are of international and national importance. At ten of the exhibition grounds hall capacity exceeds 100,000 m²; three of the world’s five largest exhibition grounds are in Germany.
Trade fair organisers in Germany register a total turnover of more than 3 billion euros. In terms of turnover, four of the world’s ten leading exhibition companies are based in Germany. The most important aspect of German trade fairs is their international appeal. More than half of the exhibitors are from abroad, a third of whom come from countries outside Europe.More than one in four visitors come from abroad. AUMA, the Association of the German Trade Fair Industry, represents the interests of exhibitors, organisers and visitors to trade fairs. Its website at www.auma.de provides information on trade fairs in Germany and around the world. AUMA currently has 76 members, including 38 associations representing exhibitors and visitors from industry, as well as 38 companies organising trade fairs.
By Dr. Peter Neven / Manager of the association of the German Trade Fair industry, published in Discover Germany issue 7 – September 2013 | Photos: Press Photo