German Exhibition Industry
2014/7/28 – A survey conducted by AUMA, the Association of the German Trade Fair Industry, in spring of 2014 shows that there is currently 2,776,545 m² of hall space available at German trade fair venues of international or national importance. That is 0.9% more compared to the previous year (2,752,001 m²). Over the course of the year this is to grow by a further 12,000 m². By the end of 2015 the hall capaci-ties will have expanded by yet another 19,500 m². This corresponds to an overall increase of 1.1% to around 2.8 million m².
A total of €323 million in investments are planned between 2014 and 2016. Aside from expansion work to halls, the primary targets of this investment are redevelopment and modernisation work, the expan-sion of congress capacities, the construction of office buildings and improvements to infrastructure.
A total of €177 million was invested in internationally or nationally aimed trade fair venues in 2013. The survey included 23 exhibitions sites at which at least one trade fair has taken place, which AUMA classifies as international. Exhibition venues with regional im-portance have gross hall space of over 390,000 m². Overall this means that Germany has over 3.2 million m² of hall space at which to host trade fairs.
Photo: Frankfurt exhibition center during the Frankfurt Motor Show with the Messeturm (257m) in the back / Thomas Wolf, www.foto-tw.de
Founded in 1907, AUMA, the German trade fair industry’s umbrella organisation, combines all the forces representing partners shaping the trade fair market, in other words, exhibitors, visitors, trade fair organisers and service companies.
Trade fairs – good prospects for success
Trade fairs in Germany provide exhibitors with an opportunity to meet most of the decision-makers from their sector and convince them on the spot of their products and services. 30% of visitors are from abroad. Potentially, these are international business partners who can also boost your business prospects worldwide. For German companies trade fairs are among the most important ways to communicate at B2B level. That is no surprise, since out of all the marketing instruments trade fairs have the most to offer.
Trade fairs let you present new products and services and build and maintain customer relations. This is where companies are most visible and can position themselves on the market, prepare and conclude business deals, evaluate the competition and look for business partners and personnel. For start-ups in particular it is important to survey one’s competitors, their performance and their products. Trade fairs can be counted on to produce success you can measure.
AUMA, the Association of the German Trade Fair Industry