AUMA annual press conference
- German trade fairs: further slight increase in 2014
- For the first time, more than 100,000 foreign exhibitors
- German trade fairs abroad growing strongly
29.06.2015 - Trade fairs in Germany have once again recorded a slight increase, a development that underscores their leading role among the international competition. The 176 international and national events in 2014 registered a 1.5% gain in exhibitors, bringing the current number of participations up to 179,645. The number of visitors has now reached 9.72 million, a 0.3% increase as compared to previous events. Stand space increased to 6.82 million m² (likewise a change of +0.3%). German trade fairs are thus a key source of support for the economy, which needs strong trade fairs as a means to present innovations and acquire new customers. Walter Mennekes, chairman of the Association of the German Trade Fair Industry (AUMA), emphasised this point at the association’s annual press conference in Cologne on 11 June 2015, saying that German businesses needed not only to invest in product quality but also to make ever greater investments in marketing to secure the long-term strength of their export business.
There has been another marked increase in the number of foreign participants in German trade fairs – by an average of 5.2% as compared to previous events. 102,665 international exhibitors – 57% of all exhibitors – were registered, exceeding the 100,000 mark for the first time. The largest number (13,494) came from the People's Re-public of China, followed by Italy (11,800) and the United Kingdom (5,907).
Industry expresses satisfaction with German trade fairs
The positive trend in exhibitor and visitor numbers is only one aspect, however, according to the AUMA chairman. Even more im-portant for the position of trade fairs is what happens at exhibitors' stands. Surveys of exhibitors and visitors have demonstrated the high level of satisfaction on the part of industry with the trade fairs in Germany. 72% of trade fair visitors stated that they had done well or very well in achieving the objectives they set for themselves. And 85% of trade fair visitors would recommend the visit to others with no major reservations. These findings have emerged from current studies conducted by AUMA.
It is assessments such as these that motivate companies to partici-pate in trade fairs. According to Mennekes, recommendations from others are becoming an ever more important factor, not only in the sale of products, but also in the booking of trade fair stands. That trade fairs occupy such a strong position despite the ascendancy of digital media is attributable to the very fact that success at a trade fair is difficult to predict in advance. Successful outcomes can be achieved at trade fairs that one never even aimed for. This is true for visitors who find products or suppliers that they had never even had in their sights before. It is equally true for exhibitors who are ap-proached by persons interested in cooperations or employment with their companies.
And trade fairs continue to enjoy remarkable advantages when it comes to creating market transparency in certain sectors. Trade fairs are still a very good instrument for reliably assessing the quality of companies and their products and services.
For 2015 AUMA expects another slight increase in the number of exhibitors, the amount of stand space and the number of visitors, probably to the order of about 1 to 2%.
German trade fairs abroad are on a growth track
German exhibition organisers hold more than 300 trade fairs abroad in addition to their domestic business. The trend for these trade fairs is impressive, says Mennekes. In the period from 2010 to 2015 alone, nearly 100 trade fairs were added to the total, including in countries such as Indonesia, Kenya and Morocco.
It is also gratifying to note, he said, that German organisers were holding firm to their involvement in Russia. The German trade fair industry naturally respects the German federal government's policies towards Russia. There are certainly good reasons for them. But when economic ties are severed, it is often enough the case that they can be restored only with difficulty.
German-organised trade fairs abroad experienced a continuation of relatively robust growth in 2014. As compared to previous events, the 303 trade fairs had 3.2% more exhibitors, bringing the current total to 124,238. Visitor numbers increased by 4.5% to a current total of 7.34 million, according to Marco Spinger, Director of AUMA’s Global Markets division. German involvement remains heavily concentrated in South, East and Central Asia, where 54% of all trade fairs are held. German organisers are active with their own trade fairs in a total of 36 countries located on all continents.
Trade fair organisers increase turnover
According to preliminary results, the turnover generated by German trade fair organisers, including that from their foreign, convention and service business, reached €3.45 billion in 2014, as Dr Peter Neven, managing director of AUMA, explained. A reflection of the busy trade fair schedule in 2014, this was considerably more than the €3.25 billion figure achieved in 2013. The expected figure for 2015, however, is only €3.2 billion, owing to the trade fair cycle, while the figure expected for 2016 is roughly €3.6 billion because of the busy trade fair schedule for that year.
Dr. Neven also explained the results of an analysis of surveys by organisers concerning the behaviour of trade visitors at 187 German trade fairs, according to which personal recommendations were the most important source of information. 33% of those surveyed pointed to this source, with fewer identifying exhibitors (25%), the Internet or the press as their source of information. Prominent amongst the objectives set for trade fair visits were information about innovations and trends (67%) and general information procurement (64%). It is worth noting that 83% of trade visitors give the trade fairs they visited an overall rating of "good" or "very good".
Press contact:
Harald Kötter
Phone +49 30 24000-140
Fax +49 30 24000-340
E-mail: h.koetter@auma.de