German Trade Fair Industry Littenstrasse 9 10179 Berlin Phone 030 24000-0 Fax 030 24000-330 [email protected] Auma.De
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AUMA_Review_2017_Umschlag 13.08.2018 16:02 Uhr Seite 1 C M Y CM MY CY CMY K Probedruck AUMA_Review_2017_AUMA_Bilanz 15.08.18 15:26 Seite 2 Publisher: C AUMA Association of the German Trade Fair Industry Littenstrasse 9 10179 Berlin Phone 030 24000-0 Fax 030 24000-330 [email protected] auma.de Layout / Production: CCL, Berlin Fotos: Cover photo: Light+Building © Messe Frankfurt Exhibition GmbH / Pietro Sutera We would like to thank the exhibition companies for providing us with pictures of trade fairs and exhibition centers. Further photos: see page 88 Printing: Königsdruck – Printmedien und digitale Dienste GmbH, Berlin Printed in the Federal Republic of Germany 2018 ISSN: 1430-8983 2 AUMA_Review_2017_AUMA_Bilanz 15.08.18 15:26 Seite 3 REVIEW 2017 Contents C ONTENTS O OUTLOOK 5 G EXHIBITIONS IN GERMANY 9 Overview 11 AUMA MesseTrend 2018 17 2.9 million foreign visitors 19 6% more foreign exhibitors 20 Exhibition venues are investing primarily in modernisation 22 FKM certification 24 L LOBBYING AND LEGAL AFFAIRS 25 Representation of interests in international organisations 27 AUMA office in Brussels 28 Visa problems reduced 30 Law compact 32 3 AUMA_Review_2017_AUMA_Bilanz 15.08.18 15:26 Seite 4 REVIEW 2017 Contents I INSTITUTE OF THE GERMAN TRADE FAIR INDUSTRY 33 Knowledge and education 35 Research 37 German Trade Fair Library 40 A EXHIBITIONS ABROAD 41 Overview 43 General conditions for German trade fair activities abroad 46 Support for German exhibitors abroad 49 Foreign trade fairs arranged by German organisers 51 World Expositions 53 M MARKETING, MEDIA AND EVENTS 55 Marketing for German trade fairs 57 Generic marketing for trade fairs 59 Web-Services 61 Communication for the trade fair industry 63 AUMA Trade Fair Meeting 2017: Industry celebrates successful year of trade fairs 65 Participation in international congresses 67 O ORGANISATION 69 K KEY INDICATORS OF THE EXHIBITION INDUSTRY 77 4 AUMA_Review_2017_AUMA_Bilanz 15.08.18 15:26 Seite 5 BILANZ 2017 Organisation 5 AUMA_Review_2017_AUMA_Bilanz 15.08.18 15:26 Seite 6 O AUMA_Review_2017_AUMA_Bilanz 15.08.18 15:26 Seite 7 REVIEW 2017 Outlook O UTLOOK Walter Mennekes, AUMA Chairman Many sectors of industry are currently facing fundamental This also includes questions, such as how the general political and social questioning the forms framework is changing and what this means for the medium- of presentation for term development of these sectors, from the automotive individual companies or industry and agriculture, through to tourism and data-based the trade fair as a whole or technology companies. even the range of services on offer, and being open to Are such questions relevant to the respective sectoral trade experimentation. This approach is fairs which after all – at least from the outside – often appear of course already adopted by different trade to be firm fixtures in the annual cycle for a particular sector? fairs, but it has some way to go before it is established as Of course they are, because, on trade fairs business deals the general standard. But the prospects of success are good are routinely prepared and concluded and individual because where else other than at a trade fair do you find so innovations are presented, but they also always serve as many leading thinkers from a particular sector gathered forums for the longer-term development of a sector. But together at the same time? previously this has tended to be on a rather unofficial basis, with discussions taking place on the fringes or in press briefings. But trade fairs can also perform this role on a quasi-official basis by organisers working with exhibitor and visitor representatives to set the agenda for the sector, by defining the motto for an event, with accompanying conventions on the long-term development of the sector, its position within society or the way it is perceived politically. 7 AUMA_Review_2017_AUMA_Bilanz 15.08.18 15:26 Seite 8 REVIEW 2017 Outlook PROTECTIONISM NOT YET A THREAT q International trade fairs would hardly exist without largely free trade; but tariffs on a limited scale will not unsettle the exhibition world. Tariffs, which often have more of a symbolic significance, have been and are in fact frequently accepted as part of trade agreements between states and have so far not had any appreciable negative impact on the international exhibition industry. To this extent, current threats to impose tariffs will also not immediately threaten the exhibition business. Ultimately, this is about price increases and not boycotts, and not every price increase, particularly in the case of quality products, results in demand for products falling. A certain calmness within the trade fair industry when it comes to protectionism is therefore certainly sensible. However, the fundamental rule is that barriers to trade of any kind cause uncertainty in the markets and therefore at trade fairs too; they should therefore be removed rather than put up. AUMA will very clearly advocate this approach. Walter Mennekes AUMA Chairman 8 AUMA_Review_2017_AUMA_Bilanz 15.08.18 15:26 Seite 9 AUMA_Review_2017_AUMA_Bilanz 15.08.18 15:26 Seite 10 G AUMA_Review_2017_AUMA_Bilanz 15.08.18 15:27 Seite 11 REVIEW 2017 Exhibitions in Germany EXHIBITIONS IN G ERMANY Overview The consistently good state of the economy in Germany but THE TRENDS FOR INDIVIDUAL EXHIBITIONS TYPES also the continuous improvement to the quality of events and infrastructure resulted in significant expansion in the size of r Capital goods trade fairs: Significantly more exhibitors international and national trade fairs in 2017. and stand space with a slight increase in the number of visitors SUMMARY FOR 2017 q Trade fairs in Germany are still very popular among exhibitors and visitors from all over the r Consumer goods trade fairs: Good growth in exhibitors world: Compared to the previous events in each case, the and stand space and visitors slightly up 157 international and national events held in 2017 recorded 3.7% more exhibitors, who booked 3.1% more stand space. r Public exhibitions: Slightly more exhibitors and stand Only the number of visitors space with a small decline in visitors; without the remained constant, owing to significant decline in the automotive sector the number lower numbers of visitors of visitors would have increased. attending motor shows. 3% more stand space was r Service trade fairs: Marked increase in exhibitors with booked in 2017. slight growth in stand space, but considerably fewer Highest level of growth visitors. Because of the small number of trade fairs in this since 2012 sector industry trends have a significant impact. 11 AUMA_Review_2017_AUMA_Bilanz 15.08.18 15:27 Seite 12 REVIEW 2017 Exhibitions in Germany As in recent years, the main drivers of growth in terms of exhibitors for all exhibition types were the levels of participation from abroad: They increased by 6.3%. This is because the good economy in Germany also improves the opportunities for exporting to Germany. But a key indicator is primarily that the number of German exhibitors has stabilised following slight drops in the levels of participation in recent years, owing partly to mergers and acquisitions among small and medium-sized enterprises. More start-ups or companies that were not previously exhibitors are evidently rediscovering exhibitions as a vehicle for engaging in face-to-face dialogue regarding a tangible product which is essentially presented in front of you. The number of foreign participants rose by around 4% to almost one third of all visitors – this also reflects the attractiveness of German trade fairs. The importance of domestic trade fairs for foreign trade is correspondingly high. 63% of exhibitors at fairs attended by trade visitors state that participation in international trade fairs in Germany is important or very important for their export business. 12 AUMA_Review_2017_AUMA_Bilanz 15.08.18 15:27 Seite 13 REVIEW 2017 Exhibitions in Germany This is one of the results of the representative exhibitor survey AUMA MesseTrend from November 2017. The number of exhibitors from the high-exporting capital goods industry stating this is in fact almost 70%. This means that trade fairs in Germany offer small and medium-sized enterprises in particular an inexpensive route to start establishing international business relationships. 13 AUMA_Review_2017_AUMA_Bilanz 15.08.18 15:27 Seite 14 REVIEW 2017 Exhibitions in Germany REFLECTING ON OWN STRENGTHS q Why is the level of MORE EFFICIENCY THANKS TO DIGITISATION q Exhibition interest in trade fairs still growing despite the high level companies are currently making significant investments in that has already been achieved? Is it because digitisation is their digital offerings and in the digital infrastructure at making participation so much easier? This is undoubtedly their exhibition venues. This is firstly intended to simplify relevant, but it is probably not the main reason. It is and speed up business and information processes between primarily a result of interesting content, attractive products the organiser and exhibitor or the organiser and visitor. and presentations, and experiences that you cannot get But there is an increasing focus on digital networking of elsewhere. It is therefore necessary to have a stronger focus exhibitors and visitors, even beyond the face-to-face on things which you need to have seen, experienced, felt meetings at the exhibition stand. This means that exhibition and tested. But this only works if all partners cooperate. organisers can, as was previously often claimed, become This also includes the willingness of organisers and communication partners for individual sectors exhibitors to allow customers to have a greater say in the all year round. development and design of trade fairs – and the willingness of the visitor to engage with this and invest the necessary time. „ Exhibitions should focus on experiences that you cannot get elsewhere„ 14 AUMA_Review_2017_AUMA_Bilanz 15.08.18 15:27 Seite 15 FORECAST FOR 2018 q For 2018, AUMA expects that the The German 178 scheduled trade fairs will see growth in the exhibitor exhibition organisers numbers and stand spaces by about 1 to 2%.