The trade fair market
Trade fairs and exhibitions are important marketing instruments and as such provide a significant impetus for international trading of goods and services. They help to create a more competitive market and to raise growth and employment levels. Globalisation and an increasing focus on brands will lead to these globally important industry marketplaces occupying an even more significant role in the future, and as a result trade fair organisers are increasingly becoming all-round marketing partners of the industry.
Trade fairs are important marketing instruments in almost every part of the world. They range from universal trade fairs in developing countries to specialist events catering to almost every sector in highly industrialised countries. According to figures from the international trade fair association UFI, worldwide there are over 1,100 trade fair venues, with hall space totalling more than 31 million m², which annually host more than 30,000 fairs as well as 2.9 million exhibitors and over 250 million visitors. Germany occupies 10% of the global trade fair market.