Double Strategy: Extension of core business in Germany and acceleration of internationalization

The German trade fair companies pursue a double strategy: on the one hand, they continue to extend their international marketing overseas in order to ensure that worldwide supply and demand is represented as comprehensively as possible at their leading trade fairs in Germany. On the other hand, they organise trade fairs abroad and thus demonstrate global expertise for specific industry sectors.

They reach parties who are interested in trade fairs but who would not participate in a trade fair in Western Europe, while on the other hand, they can convince many companies through the quality of their foreign events, to make the leap to the German leading trade fairs for their industry sectors.

Summarizing, they thus primarily pursue three objectives:

to benefit from higher growth rates outside Europe,
to demonstrate global expertise 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.

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German trade fair industry: Functions & outlook [continue]

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