09.01.2012 German trade fair organisers are planning to hold 160 international trade fairs at home in 2012. Following a significant recovery in 2011 the Association of the German Trade Fair Industry (AUMA) expects exhibitor and visitor attendance to once again exceed the figures for the corresponding previous events.
According to AUMA’s forecasts, 182,000 exhibitors and 10.3 million visitors will take part in 160 trade fairs, close to 2 % more than attended the same events in previous years. However, at 6.8 million m² there will probably be only a minimal increase in stand space. The anticipated slowdown of the economy this year is unlikely to significantly affect trade fair business in 2012.
Because German enterprises have good faith in trade fairs as an effective marketing tool. According to the findings of AUMA_MesseTrend, a representative survey by TNS Emnid which polled German exhibitors, 85 % regarded taking part in trade fairs as an important or very important part of their marketing strategy. Five years ago this figure was 79 %. In AUMA’s view this shows that the main role of trade fairs, that of mirroring the real business world, remains as topical as ever. Trade fairs are about real contacts, real meetings and real business.
Furthermore, foreign interest in the German market and thus in German trade fairs remains high, due to the German economy being in relatively good shape.
In 2012 turnover by German trade fair organisers will reach approximately 2.9 billion euros, similar to results for 2010. Turnover fell to 2.7 billion euros in 2011, a year in which there were less events on the trade fair calendar.