German trade fair industry

Economic significance | Structure | Functions | German trade fair competence | Outlook | German Trade Fair Quality Abroad (GTQ) |

German Trade Fair Quality Abroad (GTQ)

Extending international business

German trade fair organizers belonging to AUMA make their in-depth knowledge of events and industries available to customers around the world. The concepts of their exhibitions abroad are based on established international trade fairs in Germany, thus enabling exhibitors to take on dynamic and distant markets with "made in Germany" quality standards. The German trade fair companies pursue a double strategy: on the one hand, they continue to extend their international marketing overseas at a fast pace in order to ensure that worldwide supply and demand is represented as completely as possible at their leading trade fairs in Germany. On the other, they demonstrate global competence for specific sectors by their exhibitions abroad.

They thus reach companies in other countries who are interested in trade fairs, but would not participate at a trade fair in Western Europe. They can convince many companies through the quality of their foreign events, to make the leap to the German leading trade fairs for their sectors at a later date. Their foreign trade fairs also have - alongside the domestic trade fairs - a door-opening function for German companies in new markets.

Almost all the larger German trade fair organizers today bank on the market segment of own events abroad and do so with increasing intensity.

Summarizing, they thus primarily pursue three objectives:

to benefit from higher growth rates outside Europe,
to demonstrate global competence for specific sectors of industry as well as
to acquire new exhibitors and visitors for domestic leading trade fairs.

These are all objectives which also benefit the German exhibiting industry, directly or indirectly.

Supporting small and medium-sized business

Small and medium-sized companies are increasingly turning their attention abroad and, in doing so, are often dependent upon external information and marketing partners. The German trade fairs abroad demonstrate their strength particularly in this area: they serve the initial exploration of unfamiliar markets, the search forsales partners, the making of contacts with new customers and the testing of product acceptance in new markets.

On the basis of their many years of experience in the conduct of leading international trade fairs in Germany, the German organizers can position their foreign trade fairs as premium events through high standards of quality in conception, organization and marketing as well as through cooperation with the participating industry. The exhibitors are aware of the concepts of the trade fairs from their participation at the domestic events, they have familiar contact persons in the trade fair companies. They appreciate this "German Trade Fair Quality Abroad". In addition, these trade fairs are supported in many cases by German industry associations.

More information: German Trade Fair Quality Abroad

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German trade fair industry: Functions & outlook [continue]

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