auma review 2017 umschlag 13.08.2018 16:02 uhr seite 1...printed in the federal republic of germany...

AUMA_Review_2017_Umschlag 13.08.2018 16:02 Uhr Seite 1

Probedruck

C M Y CM MY CY CMY K

Publisher:

AUMA

Association of the German Trade Fair IndustryLittenstrasse 910179 BerlinPhone 030 24000-0Fax 030 [email protected]

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 Republicof Germany 2018

ISSN: 1430-8983

2

CAUMA_Review_2017_AUMA_Bilanz 15.08.18 15:26 Seite 2

3

REVIEW 2017 Contents

C O N T E N T S

O U T L O O K 5

E X H I B I T I O N S I N G E R M A N Y 9

Overview 11AUMA MesseTrend 2018 172.9 million foreign visitors 196% more foreign exhibitors 20Exhibition venues are investing primarily in modernisation 22FKM certification 24

L O B B Y I N G A N D L E G A L A F F A I R S 25

Representation of interests in international organisations 27AUMA office in Brussels 28 Visa problems reduced 30Law compact 32

O

G

L

AUMA_Review_2017_AUMA_Bilanz 15.08.18 15:26 Seite 3

4

REVIEW 2017 Contents

I N S T I T U T E O F T H E G E R M A N T R A D E F A I R I N D U S T R Y 33

Knowledge and education 35Research 37German Trade Fair Library 40

E X H I B I T I O N S A B R O A D 41

Overview 43General conditions for German trade fair activities abroad 46Support for German exhibitors abroad 49Foreign trade fairs arranged by German organisers 51World Expositions 53

M A R K E T I N G , M E D I A A N D E V E N T S 55

Marketing for German trade fairs 57Generic marketing for trade fairs 59Web-Services 61Communication for the trade fair industry 63AUMA Trade Fair Meeting 2017: Industry celebrates successful year of trade fairs 65Participation in international congresses 67

O R G A N I S A T I O N 69

K E Y I N D I C A T O R S O F T H E E X H I B I T I O N I N D U S T R Y 77

I

A

K

O

M


5

BILANZ 2017 Organisation


OAUMA_Review_2017_AUMA_Bilanz 15.08.18 15:26 Seite 6

7

REVIEW 2017 Outlook

This also includes questioning the forms of presentation for individual companies or the trade fair as a whole oreven the range of services onoffer, and being open to experimentation. This approach isof course already adopted by different tradefairs, but it has some way to go before it is established as the general standard. But the prospects of success are good because where else other than at a trade fair do you find somany leading thinkers from a particular sector gathered together at the same time?

Walter Mennekes, AUMA Chairman

Many sectors of industry are currently facing fundamental

questions, such as how the general political and social

framework is changing and what this means for the medium-

term development of these sectors, from the automotive

industry and agriculture, through to tourism and data-based

technology companies.

Are such questions relevant to the respective sectoral tradefairs which after all – at least from the outside – often appearto be firm fixtures in the annual cycle for a particular sector?Of course they are, because, on trade fairs business deals are routinely prepared and concluded and individual innovations are presented, but they also always serve as forums for the longer-term development of a sector. But 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 aquasi-official basis by organisers working with exhibitor andvisitor 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, itsposition within society or the way it is perceived politically.

OU T L O O K


8

REVIEW 2017 Outlook

P R O T E C T I O N I S M N O T Y E T A T H R E A T q Internationaltrade fairs would hardly exist without largely free trade; buttariffs on a limited scale will not unsettle the exhibitionworld. Tariffs, which often have more of a symbolic significance, have been and are in fact frequently acceptedas part of trade agreements between states and have so farnot had any appreciable negative impact on the international exhibition industry.

To this extent, current threats to impose tariffs will also notimmediately threaten the exhibition business. Ultimately,this is about price increases and not boycotts, and not everyprice increase, particularly in the case of quality products, results in demand for products falling. A certain calmnesswithin the trade fair industry when it comes to protectionism is therefore certainly sensible.

However, the fundamental rule is that barriers to trade ofany kind cause uncertainty in the markets and therefore attrade fairs too; they should therefore be removed rather thanput up. AUMA will very clearly advocate this approach.

Walter MennekesAUMA Chairman


GAUMA_Review_2017_AUMA_Bilanz 15.08.18 15:26 Seite 10

THE TRENDS FOR INDIVIDUAL EXHIBITIONS TYPES

r Capital goods trade fairs: Significantly more exhibitorsand stand space with a slight increase in the number of visitors

r Consumer goods trade fairs: Good growth in exhibitorsand stand space and visitors slightly up

r Public exhibitions: Slightly more exhibitors and standspace with a small decline in visitors; without the significant decline in the automotive sector the number of visitors would have increased.

r Service trade fairs: Marked increase in exhibitors withslight growth in stand space, but considerably fewer visitors. Because of the small number of trade fairs in thissector industry trends have a significant impact.

Overview

The consistently good state of the economy in Germany but

also the continuous improvement to the quality of events and

infrastructure resulted in significant expansion in the size of

international and national trade fairs in 2017.

SUMMARY FOR 2017 q Trade fairs in Germany are still verypopular among exhibitors and visitors from all over theworld: Compared to the previous events in each case, the157 international and national events held in 2017 recorded3.7% more exhibitors, who booked 3.1% more stand space.Only the number of visitors remained constant, owing tolower numbers of visitors attending motor shows.

11

REVIEW 2017 Exhibitions in Germany

E X H I B I T I O N S I N GE R M A N Y

3%more stand space was

booked in 2017.Highest level of growth

since 2012


As in recent years, the main drivers of growth in terms ofexhibitors for all exhibition types were the levels of participation from abroad: They increased by 6.3%. This isbecause the good economy in Germany also improves theopportunities for exporting to Germany. But a key indicatoris primarily that the number of German exhibitors has stabilised following slight drops in the levels of participationin recent years, owing partly to mergers and acquisitionsamong small and medium-sized enterprises. More start-upsor companies that were not previously exhibitors are evidently rediscovering exhibitions as a vehicle for engagingin face-to-face dialogue regarding a tangible product whichis essentially presented in front of you. The number of foreign participants rose by around 4% to almost one thirdof all visitors – this also reflects the attractiveness of German trade fairs.

The importance of domestic trade fairs for foreign trade iscorrespondingly high. 63% of exhibitors at fairs attended bytrade visitors state that participation in international tradefairs in Germany is important or very important for theirexport business.

12



This is one of the results of the representative exhibitor survey AUMA MesseTrend from November 2017. Thenumber of exhibitors from the high-exporting capital goodsindustry stating this is in fact almost 70%. This means thattrade fairs in Germany offer small and medium-sized enterprises in particular an inexpensive route to start establishing international business relationships.

13



MORE EFFICIENCY THANKS TO DIGITISATION q Exhibitioncompanies are currently making significant investments intheir digital offerings and in the digital infrastructure attheir exhibition venues. This is firstly intended to simplifyand speed up business and information processes betweenthe organiser and exhibitor or the organiser and visitor. But there is an increasing focus on digital networking of exhibitors and visitors, even beyond the face-to-face meetings at the exhibition stand. This means that exhibitionorganisers can, as was previously often claimed, becomecommunication partners for individual sectors all year round.

REFLECTING ON OWN STRENGTHS q Why is the level of interest in trade fairs still growing despite the high levelthat has already been achieved? Is it because digitisation is making participation so much easier? This is undoubtedlyrelevant, but it is probably not the main reason. It is primarily a result of interesting content, attractive productsand presentations, and experiences that you cannot get elsewhere. It is therefore necessary to have a stronger focuson things which you need to have seen, experienced, feltand tested. But this only works if all partners cooperate.This also includes the willingness of organisers and exhibitors to allow customers to have a greater say in the development and design of trade fairs – and the willingnessof the visitor to engage with this and invest the necessarytime.

14


Exhibitions should focus on experiencesthat you cannot getelsewhere

„„


15

3.7 bn €

The German exhibition organisers

recorded sales of

in 2017, more than ever before in an odd-numbered

year when there tends to be fewer trade fairs

FORECAST FOR 2018 q For 2018, AUMA expects that the178 scheduled trade fairs will see growth in the exhibitornumbers and stand spaces by about 1 to 2%. The visitornumbers are also expected to increase slightly compared tothe previous year. In the 2018 exhibition year, which will include more trade fairs due to the regular exhibition cycle,sales are expected to be more than 3.8 billion euros after3.7 billion euros recorded in 2017.


16



AUMA Chairman Walter Mennekes comments: »Why are

companies so keen to attend trade fairs in an age ofdigitisation? It is all about establishing real contact betweenthe supplier and consumer and about joint testing and evaluating a real product. If you can agree on this, this isthe best foundation for establishing a long-term business contact.«

AUMA MesseTrend 2018

What is the future for the trade fair as a tool from the point

of view of exhibiting businesses? The prospects for continued

positive development look good. This is shown by the

results of the AUMA MesseTrend 2018, which is based on

a representative survey of 500 exhibitors by Kantar TNS.

For in business-to-business marketing, German industrycontinues to rely heavily on face-to-face communication and real product presentations: More than a quarter (28%) of German companies exhibiting at trade fairs want to invest more money in participating in trade fairs in Germany and abroad in 2018 and 2019. Over half are planning the same level of expenditure and only 14% areplanning to spend less. On average, the companies want to increase their trade fair budgets for the next two years by4% compared to 2016/2017. This reflects the fact that for aquarter of exhibitors, trade fairs are the key instrument thatthey use for business-to-business communication; aroundhalf of companies put it on a par with other instruments.The number of trade fair participations by German companies will remain largely stable. In the next two years,there are set to be a total of 8.2 participations; in 2016 and2017 the total figure was 8.3 on average. The number of participations rises considerably as sales increase: companies with sales of more than 125 million euros organise an average of 24 exhibition stands within twoyears. Overall trade fairs have continued to expand their leading role in B-to-B marketing in the last few years. German exhibiting companies are currently investing 48%of their B-to-B budgets in trade fairs, whereas ten years agothe figure was only around 40%.

17


48%Exhibiting

companies invest

of their B-to-B communication budgets in trade

fairs


18


Trade Fairs in Germany 2017

The 10 most important visitor countries

China85,000

Spain95,000

Poland100,000

Belgium145,000

Great Britain135,000

France145,000

Switzerland190,000

Austria190,000

Italy205,000

Netherlands250,000

© AUMA

AUMA German trade fair industry figures

2018

A four-page-flyer on facts and figures

of the German trade fair industry


2.9 million foreign visitors

In 2017, the international trade fairs in Germany recorded

around 650,000 visits from non-European countries, only

around 100,000 fewer than in 2016, which was an

exceptional year owing to the schedule of trade fairs.

This means that German trade fairs have impressively reinforced their appeal to visitors from all over the world.This attractiveness is founded on the high quality of what ison offer as well as on the professional way the trade fairsare held and the high standards of congresses and eventswhich take place at the same time.

Around 2.9 million visits were registered in total, withroughly 1.8 million from the EU and a good 460,000 fromother European countries. Of the visitors who came fromoverseas, almost half (around 300,000) travelled fromSouth, East and Central Asia. The Near and Middle East(95,000 visitors) was just ahead of North America, which accounted for around 90,000 visitors. They were followed byLatin America with 75,000 visitors and Africa with around65,000 visitors. Australia and Oceania were still responsiblefor almost 25,000 interested parties.

The most important countries from the overseas regionswere as follows: East Asia: China (85,000), Near/MiddleEast: Israel (32,000), North America: USA (70,000), LatinAmerica: Brazil (23,000) and Africa: Egypt and South Africa(around 12,000 each).

19



the exhibitor countries, with Italy previously having beenranked first in each of these years. Other countries amongthe 20 most important exhibitor countries also recorded significant increases, such as Japan (23%), Poland (12%),Portugal (15%), Spain (9%) and the Czech Republic (15%).Only the USA registered 5% fewer participations due totheir role as partner country of Hannover Messe in 2016.Other countries with relatively high numbers of exhibitorsalso recorded a strong growth in exhibitors, such as Greece(20%), Croatia (25%), Russia (17%) and Ukraine and Vietnam (16% each). Following marked declines in the levels of Russian participation in recent years due to economic sanctions, there were once again increases atsome technology-themed trade fairs. Relatively significantdeclines were recorded by Morocco (-25%), the Philippines(-15%) and the United Arab Emirates (-10%).

Among the continents or economic regions, alongsideSouth, East and Central Asia, Australia/Oceania saw thebiggest increase of 12%. They were followed by the European countries outside the EU (+7%), the EU witharound +6% and Africa (+2.5%). Only small growth rateswere achieved by Latin America (+1.5%) and the Near andMiddle East (+1.2%). North America saw a 3.7% fall as a result of fewer US exhibitors. Other individual developments worthy of note are that Argentina overtookBrazil as the most important exhibitor country from LatinAmerica for the first time, and the strong increases in participations from Iran in recent years largely stopped(2017: +5%).

6% more foreign exhibitors

In 2017, almost all regions in the world contributed to the

growth in the number of exhibitors presenting their products

at trade fairs in Germany. The only exception was North

America. The levels of participation from South, East and

Central Asia increased by significantly more than the average

by 11.2% compared to each of the previous events.

The levels of foreign participation in Germany grew by6.3% overall. The main driver of growth was again Chinawith an increase of 16%. This meant that for the first timein an odd-numbered year China was ranked first among

20



The 5 most important exhibiting countries

USA5,489

Netherlands5,561

France6,493

China13,999

Italy13,145

© AUMA


21



Exhibition venues are investing primarily in modernisation

At the German exhibition venues of at least national

importance, at the beginning of 2018 there was 2,835,922

sq. m. of hall space available; this is roughly 1.4% more in

comparison to the previous year (2,795,509 sq. m.). The

primary reason for these investments was to modernise

existing halls or replace old halls. This was revealed by an

AUMA survey at the beginning of 2018.

The survey included 25 exhibition venues which held atleast one exhibition that was classified by AUMA as a national or international event. In 2017, some 330 millioneuros were invested in the national exhibition venues. Thismoney was spent among other things on expanding andmodernising the halls, constructing new entrances to exhibition centres or reconfiguring them, thermal rehabilitation, fire safety measures and on event technology.

2 % MORE HALL SPACE BY 2020 q By 2020, the intention is that the hall capacities should be expanded by around55,000 sq. m., and 35,000 sq. m. of this will already be available over the course of 2018. From 2018 to 2022,around 900 million euros in total will be invested, primarilyin new buildings, refurbishment and modernisation of hallsand in improving service quality.

According to a survey, exhibition venues with regional importance boasted gross hall space of more than 381,815sq. m. in 2017, which means that at present around 3.2 million sq. m. of hall space is available for staging exhibitions in Germany.

22


Offenbach20,100 sq. m.

Hanover463,165 sq. m.

Nuremberg170,000 sq. m.

Dortmund59,735 sq. m.

Offenburg22,570 sq. m.

Bremen39,000 sq. m.

Husum5,500 sq. m.

BerlinExpoCenter City170,000 sq. m.

Munich200,000 sq. m.

Friedrichshafen87,500 sq. m.

Augsburg58,000 sq. m.

Erfurt25,070 sq. m.

Leipzig111,300 sq. m.

Idar-Oberstein6,000 sq. m.

Freiburg21,500 sq. m.

Cologne284,000 sq. m.

Stuttgart119,800 sq. m.

Karlsruhe52,000 sq. m.

Dusseldorf248,580 sq. m.

Essen110,000 sq. m.

Frankfurt366,637 sq. m.

Hamburg86,465 sq. m.

Bad Salzuflen78,000 sq. m.

Chemnitz11,000 sq. m.

Exhibition venueswith international / national relevance

(Hall capacity gross)

BerlinExpoCenter Airport20,000 sq. m.


On the internationallevel, FKM works closely with the globalassociation of the exhibition industry, UFI.In May 2017, FKM gave a presentation on its objectivesand processes to the Associations’ Committee at the UFIEuropean Conference in Cologne. FKM also participates inthe UFI’s Euro Fair Statistics. For more information on certified fair numbers, see the FKM knowhow newsletterand the website t fkm.de.

FKM certification

FKM – the Society for Voluntary Control of Fair and Exhibition

Statistics – certified the exhibitor, space and visitor figures

at 178 exhibitions in Germany in 2017. Certified trade visitor

or public visitor structural tests also exist for around 75%

of the fairs.

FKM, which is managed by AUMA, currently has 47 partners based in Germany and two foreign members. The current issues for FKM include the question of whetherand how the reach and the success of trade fairs can bemeasured beyond the number of visitors in the future. Moreover, the possibilities of largely digital verification ofexhibition figures are being examined. The conditionsunder which foreign trade fairs organised by German companies can be certified are also being examined.

24


For

of all FKM-certified exhibitions, data on

visitor structureare available

75%


LAUMA_Review_2017_AUMA_Bilanz 15.08.18 15:27 Seite 26

27

REVIEW 2017 Lobbying and legal affairs

AUMA is also a member of the UFI’s Sustainability Committee. The key issues here in 2017 were the bestpractices for sustainability projects and the Sustainability Award.

On the UFI’s Human Resources Management Committee,Bettina Rosenbach, AUMA manager for training and development, is the deputy chair. The primary focus here was the preparing of the Education Forum on HR Management which was held in March2018 in Kuala Lumpur.

Representation of interests in international organisations

AUMA makes use of its membership in a wide range of bodies

of national and international organisations to clearly explain

the position of the German trade fair industry but also to

exchange information with representatives from other

sectors and countries.

UFI BODIES q AUMA is represented on the Board of Directors of the Global Association of the Exhibition Industry (UFI) by its CEO Dr. Peter Neven in his capacity asthe deputy chairman of the UFI’s Associations' Committee.In the European Chapter of the UFI led by Gerald Böse, Koelnmesse, among other things current lobbying topics regarding the European Commission were presented. Inaddition to AUMA, another member of UFI’s Associations'Committee is the certifying organisation FKM, which is managed by AUMA. In 2017, the main points discussed inthis committee were preparing the Global Exhibitions Dayand health and safety issues. Furthermore, AUMA andFKM represented their duties and targets to the attendees.

L O B B Y I N G A N D L E G A L A F F A I R S


28


Barbara Weizsäcker, General Secretary of the European Exhibition Industry Alliance (EEIA), presented the EEIA’sactivities in 2017 and 2018. The organisation represents theinterests of the Global Association of the Exhibition Industry (UFI) and Emeca – the European Major ExhibitionCentres Association – in Brussels. Representatives from theCommission explained free trade agreements in South EastAsia and the EU Gateway / Business Avenues programme.AUMA reported among other things on the issues of theposting of workers and tax. Following this, around 60 representatives of the trade fair industry from EU countriesmet for the EEIA’s Exhibition Industry EU Dialogue, whichis supported by AUMA. They discussed relevant topics with representatives of the EU institutions, including the EU’sindustrial and external trade policies.

AUMA office in Brussels

The main tasks of the AUMA office in Brussels, which is run

in cooperation with the German Chamber of Industry and

Commerce (DIHK), are to represent the interests of the

German trade fair industry at the EU, to keep an eye on the

Commission’s activities that have an impact on trade fairs,

and to organise the annual AUMA Round Table Brussels in

collaboration with the AUMA management.

Around 20 representatives of German exhibition companiesand representatives of umbrella organisations of Germanindustry participated in the 18th AUMA Round Table at theend of February 2018. Dr. Günter Lambertz, head of theDIHK office in Brussels, informed the participants aboutthe latest EU topics, in particular the Brexit negotiationsand possible consequences for German industry.

During EEIA’s EU Dialogue: Kai Hattendorf (UFI Managing Director, left), Claude Membrez (EMECA President), Barbara Weizsäcker

(EEIA Secretary General), Gerald Böse (CEO of Koelnmesse and Chairman UFI European Chapter) and Dr. Peter Neven (CEO of AUMA)


29

Review 2017 Lobbying and legal affairs


Some of the problems of the past have been resolved simplybecause the requirement for a visa no longer applies: Forexample, the visa requirement was lifted for Taiwan in2010, for the United Arab Emirates in 2015, and for Georgiaand Ukraine in 2017. The only country where there are stillquite big visa problems is Iran. The embassy here is sooverrun that it is almost impossible to get appointments forthe personal interview in the embassy in due time. The problems have long been known about at AUMA andhave also repeatedly been notified to the German ForeignOffice and the Visa Office at the Tehran Embassy. The situation will hopefully ease in the medium term whenthe Visa Office moves to larger premises with more staff.

Visa problems reduced

The issuing of visas to foreign trade fair visitors and

exhibitors that wish to attend trade fairs in Germany has

improved still further. This is the conclusion of the annual

AUMA survey of the foreign agencies of the

exhibition companies.

Almost all foreign representatives report that only occasionally are there difficulties in obtaining visas for exhibitors and visitors, and often there are no difficulties atall. As has been the case in previous years, the main complaints about the embassies are that there are too manyformalities and long waiting times for an interview appointment. Moreover, trade fair participants frequentlysubmit applications that are too late or incomplete. Mostembassies provide specific information sheets covering the topic of trade fair visas on theirwebsites which list specifically the documents visitors or exhibitors need to present when applying for a visa. In general, it is not necessary to present an invitation letterfrom the exhibition organiser. Instead, presentationof a visitor’s ticket or an exhibitor’s pass is generally demanded as proof to demonstrate the purpose of the trip.

30

90,000China

75,000India

75,000Turkey

65,000Russia

Trade fair visitors from the most important countries with

visa requirements in 2016



31


In 2015 the visa requirement was lifted for the United ArabEmirates and for Ukraine in 2017

„„


WLAN at trade fairs

In Germany, free WLAN at trade fairs entailed a risk of liability on the part of the exhibition organiser for infringements committed by visitors on the basis of what is known as liability for disturbance. Since 2017, an amendment to the German Telemedia Act means that theproviders of free WLAN are now exempt from having toreimburse the in-court and out-of-court costs if legal actionis taken by the rights holder. According to the grounds ofthe legislation, there can only be an obligation to pay thecourt costs in individual cases if the WLAN provider fails,in the event of a rights infringement, to satisfy the justifieddemand for access to be blocked and has action takenagainst it by the rights holder as a result. Free WLAN cantherefore now be offered without any major risks of liability. To be on the safe side, some exhibition companiesblock websites which are known to be problematic.

32

Law compact


International Fairs Directory

On a large scale, MULPOR Company S.A., which is basedin Costa Rica, writes to exhibitors ahead of their trade fairappearances to obtain orders for entry in the unofficial »International Fairs Directory« exhibitor directory. But thesmall print reveals that an entry in this online directorycosts 1,212 euros a year. AUMA advises exhibitors thathave mistakenly signed up to the entry offer not torespond to any bills or warnings.


IAUMA_Review_2017_AUMA_Bilanz 15.08.18 15:27 Seite 34

35

REVIEW 2017 Institute of the German Trade Fair Industry

INSTITUTE OF THE GERMAN TRADE FAIR INDUSTRY

Knowledge and education …

… facts and figures, service and support covering all aspects

of trade fairs: All this is provided with a comprehensive

offering by the Institute of the German Trade Fair Industry

and the German Trade Fair Library. A new marketing and

communication concept is designed to raise the profile of

these services over the long term.

BY TRAINEES FOR TRAINEES q AUMA regularly gets involved as a patron or sponsor, but is also actively engagedwith workshops, presentations and podium discussions atevents which the younger generation in the industry organises itself. The target groups for these congresses arein particular students, trainees, agencies, service providers,teachers and lecturers. In 2017, AUMA participated inMEET Hamburg and the Forum VIA Münster. Theseevents are accompanied by trade exhibitions, location toursand evening functions.

Training and development

The German exhibition industry is nationally

and internationally successful. To ensure

that it remains so in the future, it needs

strong talents to come into the industry.

One of the tasks that AUMA has set itself

is to support and promote skilled training

and development in the trade fair and

events industry, whether this involves

university education or dual training in a

business and at vocational college.


36


AUMA UNIVERSITY NETWORK q AUMA maintains closelinks with universities throughout Germany through the Institute of the German Trade Fair Industry and cooperateswith numerous university initiatives in relation to tradefairs, congresses and events.

In addition, in 2017 representatives of the Institute of theGerman Trade Fair Industry carried out teaching commitments at 14 universities and technical collegesthroughout Germany. The aim was to establish the tradefair as a topic to a greater extent in general economics courses. Furthermore, seven groups of visitors from variousuniversities were welcomed to the Institute of the GermanTrade Fair Industry in Berlin and they also took this opportunity to explore the German Trade Fair Library.

University courses

courses in Germany focus on events

(including trade fairs): 43 of them are offered

at private universities and 27 at state

universities. These courses offer

58 Bachelor’s and 12 Master’s degrees.

70


37

Research

AUMA regularly awards research assignments focusing in

particular on the objectives and behaviours of exhibitors and

visitors. It coordinates matters closely with the Working Group

on Trade Fair Transparency, which includes representatives of

both exhibitors and exhibition organisers.

STUDY EXAMINED NON-EXHIBITOR BEHAVIOUR q It is anobvious idea for a trade fair umbrella organisation: To recruit even more companies as exhibitors for the industry,those companies which have not previously been represented at trade fairs should be identified and examined. This proved to be difficult particularly with thelarger companies. An important conclusion from the studyis therefore that Germany does not have a sizeable numberof larger companies that do not exhibit at trade fairs insome form or another. This and other conclusions wereproduced by a survey of 500 non-exhibiting companies inGermany that was carried out by TNS Infratest.

Despite this, there is still trade fair potential among thenon-exhibitors: 21% of the companies surveyed can be described as potential exhibitors, with two out of three companies currently being very difficult to persuade to participate in trade fairs. To get these potential companiesto participate in a trade fair, almost half of those surveyedwould like to see more attractive introductory offers for participating.

In Germany, there are hardly any larger companies that do notexhibit at trade fairsin some form

„

„


Summary of a study by ifo institute:

Download tauma.de


38

STUDIES IN 2018 q The AUMA MesseTrend, the only long-term study into the behaviour of exhibiting companiesin German-speaking countries, will be carried out for thetwentieth time in 2018. The IFO Institute has calculated forAUMA how big the overall economic impact is for Germany as a location for trade fairs (t page 79). This is because trade fairs play an important role in the regional and national economy. They safeguard jobs, production effects and generate tax receipts. This overalleconomic impact is made up primarily of the amount ofmoney spent by the exhibitors and trade fair visitors and theresulting multiplier effects.

In addition, the Institute of the German Trade Fair Industrysupports studies by other institutions with a link to tradefairs. In a trend report, the Hanover University of Applied Sciences and Arts is examining various aspects surrounding training and further education for trade fairs,events and congresses, particularly in the university sector.The University of Popular Arts in Berlin will examine thetopic of how trade fairs are experienced, looking at trade visitors in particular.

AUMA MesseTrend

20 years the heart of trade fair research:

The AUMA MesseTrend, an annual survey of

German companies that exhibit at trade fairs,

will be conducted in autumn 2018 for the

20th time. Kantar TNS will be asking a

representative group of 500 companies about

their future trade fair activities. Especially

noteworthy: the share of the communication

budget used for trade fair appearances rose

from 38% to 48% between 1998 and 2017.

More details on the MesseTrend t page 17

20



39



40

The increased usage figures are attributable not least to closer cooperation with other university libraries for whichthe works held in the Trade Fair Library represent a usefuladdition. These works comprise recent specialist literaturesuch as books, studies, magazine articles and academic papers. It also comprises an extensive collection of antiquarian books.

German Trade Fair Library

The German Trade Fair Library boasts the most extensive

collection of German-language literature on the topics

of trade fairs, congresses and events.

Our institute library assists students, teachers and any otherinterested parties in searching for suitable publications covering all aspects of live communication. With its specialist expertise, the library is also available for information requests and advice. The German Trade FairLibrary comprises approx. 9,400 media units, includingmore than 950 academic theses and dissertations. It is usedprimarily by students and lecturers engaged in the study of the trade fair and events industry. 1,000

Almost

academic papers are available in the Trade Fair

Library



42

AAUMA_Review_2017_AUMA_Bilanz 15.08.18 15:27 Seite 42

43

internationalisation strategies of German trade fair organisers.AUMA is therefore monitoring the development of foreign trade fairs, whichcompete with international events held in Germany, particularly closely. In 2015, for more than 80% of the international trade fairs held in Germany, around 400 particularly relevant rival trade fairs were identified aroundthe world. The German exhibition organisers view theirmost important competitors as being in the developed markets and in China.

Overview

The international exhibition industry is characterised – as far

as organisers are concerned at any rate – by a positive

prevailing mood. This is shown by studies conducted by the

Global Association of the Exhibition Industry (UFI).

Around 70% of organisers worldwide generated increasedsales in the second half of 2017 and just as many expect tosee a similar development in 2018. Positive trends wereidentified for the USA, United Kingdom and Brazil, whereas organisers in Asia expect to see some uncertainty.In many cases, this trend also mirrors the macroeconomicsituation. For example, according to calculations by the International Monetary Fund (IMF), the world economygrew by 3.7% in 2017. This was primarily down to increasedlevels of investment in developed countries and increasedproduction output in Asia. In the emerging and developingcountries, China (6.8%) and India (6.7%) recorded verygood rates of growth. Among the developed countries,Spain (3.1%), Canada (3.0%) but also the USA (2.3%) displayed solid growth. This is one of the main reasons whyGerman exhibiting companies continue to focus their foreign activities heavily on countries and regions outside of Europe. This also has repercussions for the

REVIEW 2017 Exhibitions abroad

E X H I B I T I O N S AB R O A D

70%Around

of exhibition organisersworldwide generated

higher sales in the second half of 2017


44

MAIN COMPETITORS FOR GERMAN TRADE FAIRS IN EUROPE q

The rival trade fairs are essentially concentrated on threecontinents: 57% take place in Europe, primarily in EUmember states, 19% are held in North America, exclusivelyin the USA, and almost one in four of the trade fairs (23%)in Asia. Although there is a trend towards increasing international competition, in the period from 2013 to 2016the international trade fairs in Germany still managed toreinforce their pre-eminent position.

Compared to trade fairs in Germany, the rival trade fairs abroad recorded 67% of the net space, 77% of the exhibitorsand 80% of the visitors. It should be borne in mind herethat the segment of international trade fairs in Germanycomprises around 170 events per year, whereas the foreigncompetitors that have been mentioned form part of a relatively small leading group in their respective country.



45



46

General conditions for German trade fair activities abroad

According to the German Federal Statistical Office, both

German exports and imports rose to a new record level in

2017. Germany’s foreign trade surplus of 244.9 billion euros

fell slightly in comparison to 2016 and for the first time

since 2009.

In 2017, German goods worth 1,279.4 billion euros were exported (+ 6.3% in comparison to 2016) and 1,034.6 billioneuros worth of goods were imported (+ 8.3% in comparisonto 2016). The improvement in the economy globally had aparticularly positive impact on German exports.

Measured against the export strength of Germany, the euroexchange rate is relatively low, which meant that demandfrom countries outside the euro zone only dropped slightly.The export strength of the German economy is reflected inthe fair participations of the companies. Many German companies use the Germany-based international trade fairsas a platform for initiating export sales. Moreover, evensmaller companies with up to 50 million euros in sales are well represented at fairs abroad: of a total of 6.2 participations over a two-year period, 1.9 (30%) took placeoutside of Germany. For larger companies with sales of over 125 million euros, the figure was 11 out of 24 participations (45%) even.


German

companies organise

of their trade fair

participations

abroad

35%


47


German-Pavilion.com

The internet portal links to the individual

websites for the joint participations

of German companies abroad as part

of the Foreign Trade Fair Programmes of the

Federal Ministry for Economic Affairs and

Energy and Federal Ministry of Food

and Agriculture.

German-pavilion.com makes it easier to get

in contact with the companies that are

exhibiting in each case for around 90% of all

foreign trade fair participations organised

by the Federal Government.

Each year the around 200 websites record

some 20 million page views, 80% of which

are from abroad.


48



49


Support from the Foreign Trade Fair Programme enabled5,842 exhibitors (2016: 6,020) to participate in trade fairs.The decline can also be attributed to political uncertainty ina number of important target markets such as Russia and Turkey.

The majority of exhibitors participated in South-East-Central Asia (2,164), in the Near and Middle East (1,559)and the European countries outside of the EU (1,089).

Support for German exhibitors abroad

German companies continue to regard participating in trade

fairs abroad as a vital tool for marketing their products and

services. This is even true for smaller companies with sales of

up to 50 million euros. The Foreign Trade Fair Programme of

the Federal Ministry for Economic Affairs and Energy supports

small and medium-sized enterprises by arranging joint

participations for developing new sales markets primarily

outside of the European Union.

FOREIGN TRADE FAIR PROGRAMME 2017 q In 2017, a budget of 44 million euros was spent to deliver 226 German Pavilions (2016: 220) as part of the Foreign TradeFair Programme of the Federal Ministry for Economic Affairs and Energy. The participations took place in a totalof 42 countries (2016: 43). The most participations were carried out in South-East-Central Asia with 90 German Pavilions (39.8%). The European countries outside of theEuropean Union still hosted 42 (18.6%) of the total of 226participations. The most participations per country were organised in China (46) and Russia (33), followed by theUnited Arab Emirates with 23 and the USA with 20 participations. Due to great demand from companies, there were 13 German joint stands in Iran.


50

Participations in trade fairs in Russia are still only allowedin the Foreign Trade Fair Programme following a separatereview by the Federal Ministry for Economic Affairs andEnergy to determine compatibility with sanctions. The participations that have been registered also includethe »High-Tex from Germany« exhibition for companiesfrom the textile and fashion industries at the TechtextilNorth America trade fair in May 2018 in Atlanta.

PROGRAMME FOR FOOD AND AGRICULTURE q The FederalMinistry of Food and Agriculture (BMEL) supports Germanexhibitors from the areas of agricultural production and thefood industry. AUMA works together closely with the ministry and the respective industry associations in coordinating the programme. In 2017, the ministry setaside a budget of 8.8 million euros to participate in 32 foreign trade fairs. The Federal Ministry of Food and Agriculture is planning to participate in 39 trade fairs abroad in 2018. A budget of 7.3 million euros has been setaside for this.



51


Foreign trade fairs arranged by German organisers

In 2017, 15 AUMA and FAMA members organised 300 trade

fairs around the world whose concepts are based, with

regional modifications, on the standards of leading

international trade fairs in Germany. These events are

grouped together under the seal of quality GTQ - German

Trade Fair Quality Abroad.

Apart from the number of visitors, 2017 saw a stagnation inthe key figures for the GTQ trade fairs (t page 85). As theregular cycle dictated that more public exhibitions tookplace in 2017, the number of visitors rose considerably in a year-on-year comparison. A comparison with the previous events in each case reveals growth in visitor numbers of over 4%. The five GTQ events that attracted themost visitors included four automotive exhibitions and oneconstruction fair. One of the automotive exhibitions tookplace in South Korea, with all the others taking place in China.

CHINA ATTRACTIVE TO GERMAN TRADE FAIR ORGANISERS q

The number of trade fairs organised by German exhibitioncompanies in China has remained at a consistently highlevel of 87 events. This represents 29% of all trade fairs conducted by German organisers abroad. Eleven of the fifteen organisers arranged trade fairs in China in 2017.

The country also played host to the six trade fairs that attracted the most exhibitors. The size of an average GTQtrade fair in China is significantly above the overall level forall GTQ events, which is reflected in the shares of the usual KPIs. The growing level of interest of German organisers in Iran should be emphasised. The number ofGTQ trade fairs doubled from 2016 to 2017 to eight events.Prior to this, there were no more than one or two GTQevents a year in Iran.

29%of all foreign trade fairsby German organisers take place in China

„„


52


At the National Day 0f Germany during EXPO Astana on 12th July 2017:

German Federal President Frank-Walter Steinmeier and the President of Kazakhstan, Nursultan Nasarbajew


World Expositions

E X P O 2017 q A small expo took place under the motto»Energy of the Future« in Astana, the capital of Kazakhstan,from 10 June to 10 September 2017. 110 nations participa-ted in this first World Exposition to be held in Central Asia.Germany took part as a cosmopolitan and pleasant, but alsoinnovative guest country. With its motto »Energy onTrack«, the Federal Republic showed that the world’s fourthlargest economy is on the right path following the energytransformation of 2008. The German Pavilion covered anarea of around 1,250 sq. m., which made it one of the largest and – with 600,000 visitors – also one of the most popular country pavilions. There was also great praise fromthe experts: The Bureau International des Expositions (BIE)presented the German Pavilion with the Gold Award for delivering the best content under the EXPO theme.

L A R G E W O R L D E X P O 2020 I N D U B A I q The Emirate ofDubai in the United Arab Emirates will stage EXPO 2020from 20 October 2020 to 10 April 2021. The guiding themewill be »Connecting Minds, Creating the Future«. This willbe the first time in the history of World Expositions that an Arab country has played host. Responsibility for organising the German EXPO Pavilion has been given to Koelnmesse.

53


Dietmar Schmitz, General Commissioner of the German Pavilion, and

Najeeb Mohammed Al-Ali, Executive Director of the Dubai Expo 2020

Bureau, after signing the contract for German participation.


54

E X P O 2023 I N B U E N O S A I R E S q In November 2017, thecapital city of Argentina, Buenos Aires, was chosen as thefirst city in a country in South America to host a »small«World Exposition. Buenos Aires managed to see off competition in the ballot held by the General Assembly ofthe Bureau of International Expositions (BIE) in Paris fromLodz in Poland and Minneapolis in the USA. With the guiding motto of »Science, Innovation, Art and Creativityfor Human Development. Creative Industries in DigitalConvergence«, many nations and organisations will participate in the small EXPO which will be held over anarea of around 25 hectares from 15 January to 15 April2023. The organiser of the event expects 6 million visitors.



MAUMA_Review_2017_AUMA_Bilanz 15.08.18 15:27 Seite 56

57

REVIEW 2017 Marketing, media and events

Marketing for German trade fairs

With the title »Trade Fairs Made in Germany«, AUMA provides

a whole host of materials to multipliers abroad. It uses these

measures to support the international marketing of the

German exhibition organisers in order to position Germany as

a globally leading country for trade fairs and further increase

the international appeal of German trade fairs for the benefit

of exhibitors and visitors. It also provides information about

the trade fairs arranged by German organisers abroad under

the label GTQ (German Trade Fair Quality Abroad).

»TRADE FAIRS MADE IN GERMANY« BROCHURES q 150,000copies of the brochures were produced in eleven languages:Arabic, Chinese, German, English, French, Greek, Korean,Portuguese/ Brazilian, Russian, Turkish and Spanish. Theywere deliberately sent to around 500 multipliers such asGerman chambers of commerce abroad and diplomaticmissions. Moreover, they are also available at all jointstands organised under the Federal Government’s Foreign Trade Fair Programme.

MARKET ING, MEDIA AND EVENTS

Promotional film Trade Fairs Made in Germany

Quality attributes of German trade fairs

in 2:30 min

7,000 accesses from the website

and via YouTube

in 10 languages (Arabic, Chinese,

German, English, French, Korean,

Portuguese/Brazilian, Russian,

Spanish, Turkish)


ADVERTISEMENT AND POSTER MOTIF q The motifs of the»Trade Fairs Made in Germany« line are available in fivelanguages: Chinese, German, English, Russian and Spanish. Advertisements are placed in magazines of German chambers of commerce abroad. The posters arealso deployed at foreign agencies of German exhibitioncompanies, German embassies and consulates, and at jointstands in Germany and abroad. The number of links to theinformation offered by AUMA, specifically to the trade fairdatabase in four languages, remained high: Around 250 institutions around the world have links on their websites tot auma.de, for example German embassies and consulatesgeneral as well as German chambers of commerce abroad.

58

AUMA’s presentation at the German chamber of commerce in Budapest:

left to right moderator Károly Farkas (editor-in-chief of Piac & Profit),

Ilona Balogh (Deputy Director of the German-Hungarian Chamber

of Industry and Commerce), Sylvia Kanitz (AUMA), Gabriel A.

Brennauer (Chief Executive Officer of the German-Hungarian

Chamber of Industry and Commerce)



59

GERMAN TRADE FAIR QUALITY ABROAD – GTQ q The publication of the GTQ calendar containing the foreigntrade fairs arranged by German organisers was again supported with a series of promotional measures. This calendar provides an overview of the trade fairs scheduledfor the following year. There was a focus on placing advertisements. Press articles were also used to firmlyestablish the topic in the minds of the target groups.

Generic marketing for trade fairs

The advertising campaign »Success through Trade Fairs«

focuses very much on a trade fair’s strengths as a marketing

tool. AUMA employs numerous measures to support the

marketing of the trade fair organisers and generate

additional attention.

CLOSE TO MEDIUM-SIZED COMPANIES q In 2017, AUMAstaff again travelled to numerous conferences and congresses around Germany and highlighted the benefit ofparticipating in trade fairs to small and medium-sized enterprises up close and in person.

Small and medium-sized enterprises in particular are targeted with the aim of encouraging them to participate intrade fairs. A balanced mix of printed materials and onlinecampaigns in the daily media and trade press complementsthe face-to-face activities.



TIPS AND TOOLS FOR EXHIBITING COMPANIES q The maximum level of success from participating in a trade faircan be achieved if companies select the right trade fairs fortheir own marketing aims, budget realistically for the costsof participating in a trade fair, and prepare and organisetheir participation in an optimum way.

The key thing is to make full use of all the possibilities thata trade fair offers: from optimum configuration of the stand with staff who are motivated and well prepared, to advertising and public relations before and during the tradefair, through to follow-up activities and reviewing the success in the trade fair debriefing.

60

Instruments for trade fair planning

Toolbox for trade fair novices and

professionals, for advisers and agencies –

around 40,000 page views in 2017

Messe fit: 10 steps guiding you through all

the phases of trade fair preparation

and debriefing

Trade fair plan: Personal trade fair plan

with possibilities for comparing different

trade fairs

Trade Fair Benefit Check: Software for

calculating the costs and benefits of trade

fair participation: Accessed almost 5,000

times online and offline in 2017

Educational videos: Trade Fair Benefit

Check trainer Website auma.de with

trade fair database + tips for exhibitors

Brochures

Successful trade fair participation

Part 1 Basics,

Part 2 Foreign trade fairs special –

downloaded 3,300 times



61


Web-Services

AUMA provides information online about exhibitions in

Germany and worldwide, about dates, offers, exhibitor and

visitor figures in order to make it easier for all parties to

decide whether to attend an exhibition.

E X H I B I T I O N D A T A q The exhibition database, which is infour languages, provides the latest facts and data on morethan 5,000 events worldwide. They make it easier for exhibitors and visitors from all over the world to make aninformed decision when it comes to their participation. As well as the actual dates and most important details of thetrade fairs, more specific details are also provided for mostof the fairs, along with information about the origin of theexhibitors and visitors. Most of the trade fairs in Germanyalso feature information about the visitor structure. TheAUMA database can be accessed on mobile devices via the free MyFairs app, an app available in German and English for smartphones with an Android or iOS operating system.

The AUMA websiteis being completely relaunched in 2018:New modern layout, easy user navigation and availableon mobile devices

„

„


62

The AUMA YouTube Channel provides videos of AUMA’s events and company portraits of exhibition organisers.



63

B A S I C E X H I B I T I O N K N O W L E D G E q The AUMA websiteprovides tips for exhibitors wishing to participate in exhibitions, including checklists and the AUMA Trade Fair Benefit Check, software for calculating the costs of and assessing a participation. The exhibitor section also provides information about funding programmes and legaltips. All the basic exhibition knowledge is also provided atthe subdomain t toolbox.auma.de. All schedules and guides from AUMA can be ordered online or downloaded.Beyond practical tips, the AUMA website also provides information about the exhibition industry, Germany as anexhibition venue and the foreign markets for German industry, ranging from neighbouring European countries to emerging markets in East Asia.

The Institute of the German Trade Fair Industry sectioncontains information about research as well as training anddevelopment in the trade fair industry. In the GermanTrade Fair Library, interested parties can search for specialist literature and order it online.

D I G I T I S A T I O N O F P R O C E S S E S q To collect exhibitiondata from its members and other organisers, AUMA hascreated a platform on which organisers can enter their exhibition projects and the corresponding key figures. The platform entitled AUMA Extranet went online in 2016and has been used successfully by the organisers ever since.


Communication for the trade fair industry

Positioning international trade fairs in Germany as an

efficient marketing tool – this is one of AUMA’s key

communication tasks.

Trade fairs are ideal platforms for unveiling new productsand technologies and establishing business contacts. This was the key message of AUMA’s external communications in 2017. For example, to mark »Global Exhibitions Day«, it published statements on the benefits oftrade fairs for Germany as a place for innovations – onlineand on social media. In addition, AUMA sent around 30press releases to the daily press and trade press, includingindustry media and online portals for SMEs, and providedinformation about its activities as the industry representative.

Additionally, several articles and interviews were published,featuring AUMA’s chairman Walter Mennekes and Dr. Peter Neven, CEO of AUMA.


64

AUMA on Social Media

Twitter, LinkedIn and XING Users can subscribe

to information about the industry and tips

for exhibitors on the AUMA profiles on Twitter,

LinkedIn and XING. Trade fair dates and

statistics are also listed on Twitter.

Facebook and YouTube AUMA shares pieces

about the trade fair industry, also from the

media and its members, on YouTube (AUMA –

The German trade fair industry channel)

and Facebook (Trade fair industry channel).

The issues of training and development,

research and trade fairs as a profession are

the focus of the AUMA Institute channel

on Facebook.

AUMA Blog and Instagram AUMA shares

impressions from the world of trade fairs,

often obtained by AUMA staff on their

travels, on its blog and on the photo-sharing

platform Instagram.

B2B platforms of the exhibiting industry

On the industry platforms IndustryArena

and induux, AUMA regularly provides

information about trade fairs as a marketing

tool and funding schemes.



AUMA Trade Fair Meeting 2017:Industry celebrates successful year of trade fairs

More than 400 guests came to the club-restaurant Spindler & Klatt by the River Spree in Berlin

for the Trade Fair Industry Meeting 2017. They celebrated meeting up again with colleagues and friends

and the success of the trade fair industry in Germany on 13 June 2017.



66

»The industry can reflect on an extremely successful year« –these were the words that the AUMA Chairman, WalterMennekes, used to open the annual meeting of the trade fairindustry.

In his welcoming address, Mennekes said that 190,000 exhibitors and 10 million visitors had participated in the international trade fairs in Germany in 2016 – a record result that many other countries could only dream of. Despite the joy at this level of success, digitisation, competing online media, and political and economic uncertainty in the world were also topics discussed by colleagues at this Trade Fair Meeting. Nevertheless, the service sector, which has long been successful, still has a positive vibe and, according to Mennekes, still values thetrue hallmark of trade fairs: »Business deals are always concluded between people. And people must remain thecore focus for how we think and act.« In the cult atmosphereof the Spindler & Klatt club, the guests rounded off the daywith a barbecue buffet, drinks and conversations.



Participation in international congresses

Every year, trade fair experts meet at congresses and

conferences around the world to discuss developments in the

industry, exchange ideas and establish networks. AUMA is

usually in attendance and represents the German trade

fair industry here.

U F I G L O B A L C O N G R E S S I N S O U T H A F R I C A q

»Increasing Opportunities – Challenges and Successes inthe Trade Fair Industry« was the motto for the congress ofthe Global Association of the Exhibition Industry (UFI)from 1 to 4 November 2017 in Johannesburg. More than420 exhibition experts from 56 countries attended. The podium discussions and talks focussed primarily on studiesconcerning exhibitor satisfaction, processes of change inthe events industry – especially as a result of digitisation –and the need for the next generation of talent that exists inthe industry around the world. AUMA Managing Director,Dr. Peter Neven, and Marco Spinger, Head of the GlobalMarkets Division in AUMA, attended the congress.

67

Photo: UFI Executive Committee

2018: Craig Newman (left), CEO

of the Johannesburg Expo Centre.

Corrado Peraboni, Chairman of

the Board of Management of CIPA

Fiera Milano Publicações e Eventos,

Sao Paulo, and Dr. Andreas

Gruchow, Member of the Executive

Board of Deutsche Messe AG,

Hanover.

C E F C O C O N G R E S S I N Q I N G D A O q »Embracing Change«was the motto of the 14th Chinese Expo Forum for International Cooperation (CEFCO), which took place from11 to 13 January 2018 in Qingdao with more than 400 participants, including representatives of Chinese and foreign exhibition organisers and associations. As the representative of AUMA, Marco Spinger explained the specialist training and development for trade fairs in Germany. The Chinese Expo Forum takes place every yearunder the stewardship of the China Council for the Promotion of International Trade (CCPIT) in collaborationwith the Global Association of the Exhibition Industry (UFI)and the American trade fair associations IAEE and SISO.



U F I E U R O P E S E M I N A R I N C O L O G N E q

»It’s Time« was the motto of the UFI European Conference which took placefrom 10 to 12 May 2017 in Cologne.Around 200 representatives of exhibitionorganisers and organisations took part inthe Global Association of the Exhibition Industry’s European network meeting.The agenda featured talks and workshops

on the competitiveness of organisers, on event formats ofmeetings and on the changed expectations of visitors andexhibitors. The firm belief of the keynote speaker DenzilRankine, Executive Chairman of AMR International UK,is that trade fairs need to anticipate future developments inthe market. The participants from AUMA were Dr. PeterNeven, Harald Kötter, Marco Spinger, Anne Böhl and Heike Schöttle.

68

I N T E R N A T I O N A L S U M M E R U N I V E R S I T Y q »Cutting-EdgeServices – Tipping the Scale for Exhibition Success« – thiswas the motto under which the International Summer University (ISU) took place for the ninth time in Cologne.Around 60 participants from nine countries examined thelatest service trends in the trade fair industry. How can innovative services contribute to the success of trade fairs?

Talks, case studies and workshops provided the predominantly young colleagues from the trade fair industry with food for thought for their daily work. AUMAwas represented by Bettina Rosenbach, manager of trainingand further education and deputy chairman of the UFIHuman Resources Committee.

BILANZ 2017 Marketing, media and events


OAUMA_Review_2017_AUMA_Bilanz 15.08.18 15:28 Seite 70

The principal bodies within AUMA are the General Meeting, Executive Board and Management. The ExecutiveBoard consists of a maximum of 22 representatives of theexhibiting and visiting industry as well as of trade fair companies. The chairman and second deputy chairmanmust be from the exhibiting industry, and the first deputychairman from a trade fair company. AUMA offers workinggroups for its members. They promote the exchange of experience, make recommendations and prepare the decisions of other bodies.

Members and bodies of AUMA

In accordance with AUMA’s role as the Association for the entire German Trade Fair Industry, its members are onthe one hand trade fair organisers and companies whichimplement participations in trade fairs abroad. On the otherhand, there is the umbrella organisation and trade associations from German industry which represent exhibitors and trade visitors. Addictionally associations ofservice providers are members of AUMA. Currently, thereare 74 members. In 2017, Wirtschaftsgemeinschaft Zoologischer Fachbetriebe GmbH was added.

71

BILANZ 2017 Organisation

O R G A N I S A T I O N


72

REVIEW 2017 Organisation


73


Didacta Verband e.V. – Association of the German Education IndustryDarmstadt t www.didacta.de

European Association of Event Centres (EVVC)Frankfurt am Main t www.evvc.org

Federal Association for Information Technology, Telecommunications and New Media (bitkom)Berlin t www.bitkom.org

Federation of German Food and Drink Industries (BVE)Berlin t www.bve-online.de

Federation of German Heating Industry (BDH)Cologne t www.bdh-koeln.de

Federation of German Industries (BDI)Berlin t www.bdi.eu

Federation of German Wholesale, Foreign Trade and Services (BGA)Berlin t www.bga.de

German Aerospace Industries Association (BDLI)Berlin t www.bdli.de

German Airport Technology & Equipment (GATE)Hamburg t www.gate-alliance.de

German Association for Water, Wastewater and Waste (DWA)Hennef t www.de.dwa.de

Association for Integrated Brand Experiences (FAMAB)Rheda-Wiedenbrück t www.famab.de

Association of German Chambers of Commerce and Industry (DIHK)Berlin t www.dihk.de

Association of German Lock and Fittings Manufacturers (FVSB)Velbert t www.fvsb.de

Association of German Tool Manufacturers (FWI)Remscheid t www.werkzeug.org

Association of International Motor Vehicle Manufacturers (VDIK)Bad Homburg t www.vdik.de

Association of the German Dental Industry (VDDI)Köln t Cologne www.vddi.de

Association of the German Woodworking and Plastic Manufacturing IndustriesBad Honnef t www.holzindustrie.de

Caravaning Informations GmbH (CIG)Frankfurt am Main t www.civd.de

Central Committee for German AgricultureBerlin t www.landwirtschaftskammern.de

Confederation of the German Textile and Fashion IndustryBerlin t www.textil-mode.de


74


German Mechanical Engineering Industry Asssociation (VDMA)Frankfurt am Main t www.vdma.org

German Retail Association (HDE)Berlin t www.einzelhandel.de

German Shipbuilding and Ocean Industries Association (VSM)Hamburg t www.vsm.de

German Steel FederationDusseldorf t www.stahl-online.de

German Sweets e.V. Bonn t www.germansweets.de

German Winegrowers’ Association (DWV)Bonn t www.dwv-online.de

Industrial Association of Cutlery / Flatware Manufacturers (IVSH)Solingen t www.ivsh.de

International Exhibition Logistics Association (IELA)Geneva t www.iela.org

SPECTARIS – German Hightech Industry AssociationBerlin t www.spectaris.de

German Association of Manufacturers and Importersof Automobile Service Equipment (ASA)Germering t www.asa-verband.de

German Boat and Shipbuilding Associaton (DBSV)Hamburg t www.dbsv.de

German Chemical Industry Association (VCI)Frankfurt am Main t www.vci.de

German Confederation of Skilled Crafts (ZDH)Berlin t www.zdh.de

German Cosmetic, Toiletry, Perfumery and Detergent Association (IKW)Frankfurt am Main t www.ikw.org

German Electrical and Electronic Manufacturers’ Association (ZVEI)Frankfurt am Main t www.zvei.org

German Hotels and Restaurants Association (DEHOGA)Berlin t www.dehoga-bundesverband.de

German Industry Association for Coin-operated Amusement and Vending Machines (VDAI)Berlin t www.vdai.de

German Machine Tool Builders’ Association (VDW)Frankfurt am Main t www.vdw.de


Hamburg Messe und Congress GmbHHamburg t www.hamburg-messe.de

IEC-Berlin Inter Expo Consult GmbH & Co. KGBerlin t www.iecberlin.de

IFWexpo Heidelberg GmbHHeidelberg t www.ifw-expo.de

IMAG GmbHMunich t www.imag.de

Karlsruher Messe- und Kongress GmbHKarlsruhe t www.messe-karlsruhe.de

Koelnmesse GmbHCologne t www.koelnmesse.com

Landesmesse Stuttgart GmbHStuttgart t www.messe-stuttgart.de

Leipziger Messe GmbHLeipzig t www.leipziger-messe.com

Leipziger Messe International GmbH (LMI)Leipzig t www.lm-international.com

M3B GmbHBremen t www.m3b-bremen.de

asfc atelier scherer fair consulting gmbhFürth t www.asfc.de

Association of German Trade Fair Organisers and Exhibition Venues (IDFA)Hamburg t www.idfa.de

Association of Major German Exhibition OrganisersBerlin

Balland Messe-Service GmbHCologne t www.balland-messe.de

DEGA-EXPOTEAM GmbH & Co. Ausstellungs KGOhlstadt t www.dega-expoteam.de

Deutsche Messe AGHanover t www.messe.de

ECM Expo & Conference Management GmbHBerlin t www.ecm-berlin.de

expotec gmbhBerlin t www.expotecgmbh.de

Frankfurter Buchmesse GmbHFrankfurt am Main t www.buchmesse.de

GHM Gesellschaft für Handwerksmessen mbHMunich t www.ghm.de

75



76


NürnbergMesse Group Nuremberg t www.nuernbergmesse.de

Reed Exhibitions Deutschland GmbHDusseldorf t www.reedexpo.de

Special Association for Fairs and Exhibitions (FAMA)Obertraubling t www.fama.de

Spielwarenmesse eGNuremberg t www.spielwarenmesse-eg.de

Westfalenhallen Dortmund GmbHDortmund t www.westfalenhallen.de

WZF – Service Company for the Pet IndustryWiesbaden t www.zzf.de

Mack Brooks Exhibitions Ltd St. Albans t www.mackbrooks.com

MCO Marketing Communication Organisation GmbHDusseldorf t www.mco-online.com

Mesago Messe Frankfurt GmbHStuttgart t www.mesago.de

Messe Berlin GmbHBerlin t www.messe-berlin.de

Messe Düsseldorf GmbHDusseldorf t www.messe-duesseldorf.com

Messe Essen GmbHEssen t www.messe-essen.de

Messe Frankfurt GmbHFrankfurt am Main t www.messefrankfurt.com

Messe Friedrichshafen GmbHFriedrichshafen t www.messe-friedrichshafen.com

Messe München GmbHMunich t www.messe-muenchen.de

Messe Offenbach GmbHOffenbach t www.messe-offenbach.de


KAUMA_Review_2017_AUMA_Bilanz 15.08.18 15:28 Seite 78

Macroeconomic importance

The trade fair industry is one of the leading service sectors ofGerman industry; it also has significant positive effects on numerous other service and industrial sectors.

79

REVIEW 2017 Key indicators of the exhibition industry

KEY INDICATORS OF THE EXHIBIT ION INDUSTRY


80


Revenue

The level of revenues of German exhibition organisers is growing at a regular pace – apart from fluctuations causedby the trade fair schedule in different years. The companiesalso have great weight internationally: Five of the world’sten largest exhibition companies in terms of revenues are based in Germany.

Revenue of Exhibition Companies*

worldwide (more than Euro 100 m) 2017 2016 2015

Reed Exhibitions (GB) 1,264.0 1,277.4 1,183.0

UBM plc (GB) 979.0 830.6 855.5

Messe Frankfurt (D) 669.1 647.0 647.8

Informa (GB) 631.1 358.3 356.1

GL events (F) 481.9 452.6 456.0

MCH Group (CH) 421.8 410.0 384.5

Messe Düsseldorf (D) 367.0 442.8 302.0

Koelnmesse (D) 357.9 274.0 321.2

Deutsche Messe (D) 356.4 302.3 329.3

Messe München (D) 332.6 428.1 277.4

Emerald Expositions (USA) 285.2 305.9 281.0

Messe Berlin (D) 284.0 309.4 242.0

Fiera Milano (I) 271.3 221.0 337.3

HKTDC (HK) ** 254.1 237.6 223.1

Ascential plc / i2i Events Group (GB) 221.7 210.1 204.0

NürnbergMesse (D) 205.5 288.0 203.7

Coex (ROK) n/a 195.2 217.0

Fira Barcelona (E) 187.6 165.0 148.0

2017 2016 2015

NEC Group. Birmingham (GB) 182.9 170.2 174.2

Tokyo Big Sight (JP) n/a 178.0 160.1

ITE Group (GB) 173.2 155.8 183.1

PSPA TOPCO Limited [Clarion Events] (GB) 171.1 182.8 n/a

Artexis Group Easyfairs Group SA/NV (B) 160.1 114.9 107.0

VIPARIS (F) *** 146.0 165.0 n/a

Tarsus Group (GB) 132.5 79.8 117.9

dmg :: events (GB) 131.8 122.6 128.1

Landesmesse Stuttgart (D) 131.0 158.5 120.6

IEG Italian Exhibition Group (I) 130.7 124.8 n/a

SNIEC Shanghai New Int. Expo Centre (CN) 127.5 121.1 115.7

Svenska Mässan Göteborg (S) 126.6 131.0 128.9

BolognaFiere (I) 126.0 132.4 119.0

Amsterdam RAI (NL) 123.3 120.2 126.2

IFEMA Madrid (E) 118.1 105.6 97.6

Jaarbeurs Utrecht (NL) 115.7 111.1 133.3

Comexposium (F) 108.1 126.6 108.5

* If possible, without revenue in business areas outside the exhibition and congress sector.** Exhibitions and missions *** Net Operating Income

© AUMA


81

International / national trade fairs

When it comes to hosting international trade fairs, Germany is the world’s number one venue. Of the globallyleading trade fairs in individual sectors, almost two-thirdsof them take place in Germany.

With a good general economic climate, the internationaland national trade fairs have grown considerably comparedto their previous respective events, with only visitor numbers remaining steady. The position of the trade fairsamong media competition also remains stable.



82


Performance in 2017

The absence of several large trade fairs which only takeplace every three or four years meant that the results weresignificantly below those of the previous year. But they werehigher or on a par in comparison to 2015.


83

Hall capacities

At 25 German exhibition venues, more than 2.8 million sq. m. of hall space are available for staging international or national trade fairs. Ten venues have a hall capacity of morethan 100,000 sq. m., and five more have more than 50,000sq. m. of hall space. In the coming years, there will only beslight increases in hall capacity.


Exhibition capacities*

gross in sq. m.

Location Halls Outdoor

Hanover 463,165 58,000

Frankfurt/M 366,637 59,506

Cologne 284,000 100,000

Dusseldorf 248,580 43,000

Munich Exh. Center 200,000 414,000

Berlin ExpoCenter City 170,000 157,000

Nuremberg 170,000 50,000

Stuttgart 119,800 40,000

Leipzig 111,300 70,000

Essen 110,000 20,000

Friedrichshafen 87,500 35,500

Hamburg 86,465 10,000

Bad Salzuflen 78,000

* Venues with at least one event according to AUMA categories

international or national events / Status: 1.1.2018

Location Halls Outdoor

Dortmund 59,735

Augsburg 58,000 10,000

Karlsruhe 52,000 62,000

Bremen 39,000 100,000

Erfurt 25,070 21,600

Offenburg 22,570 37,877

Freiburg 21,500 81,000

Offenbach 20,100

Berlin ExpoCenter Airport 20,000 57,000

Chemnitz Messe 11,000 8,000

Idar-Oberstein 6,000 1,000

Husum 5,500 50,500

© AUMA



84


Regional exhibitions

The international and national trade fairs are supplemented by a close network of exhibitions for tradevisitors and consumers with a regional catchment area in terms of visitors.

Over 50,000 exhibitors and around 6 million visitors congregate at these events every year.

Foreign Trade Fair Programme

In addition to its participations in trade fairs in Germany,German industry is increasingly using foreign trade fairsfor its export marketing.

Particularly for small and medium-sized enterprises, theForeign Trade Fair Programme of the Federal Ministry forEconomic Affairs and Energy is a key tool for this.


85

Foreign trade fairs arranged by German organisers

Each year, the German exhibition companies that are organised within AUMA and FAMA arrange around 300events of their own in important foreign growth regions –in particular in Asia, North and South America and EasternEurope. This involves the transfer of leading trade fair concepts, which have been shown to work well mainly inGermany, to selected foreign markets.

Apart from fluctuations in the number of visitors caused byscheduling, the figures for the foreign trade fairs arrangedby German organisers are increasing at a fairly regularpace. This trend is set to continue in the coming years.



86


German exhibition venues in an international ranking

Four of the world’s ten largest exhibition venues are locatedin Germany. Around the world there are 59 exhibition venues offering at least 100,000 sq. m. of hall space, with 23 of them outside of Europe, and eleven of these in China. Of the 36 venues in Europe, 30 are located in WesternEurope and six in Central and Eastern Europe.

German organisers arrange most of their foreign trade fairsin South-East-Central Asia, followed by the European Non-EU countries.

The most trade fairs competing with German events arestill in the USA and Western Europe. On average they arestill considerably smaller than international trade fairs in Germany.


87



Pictures

p. 10 Deutsche Messe AG, Hanoverp. 13 Westfalenhallen gmbH / Anja Cordp. 15 Messe Frankfurt Exhibitionsp. 16 Messe Frankfurt Exhibitions GmbH / Pietro Suterap. 21 Koelnmesse GmbHp. 23 Landesmesse Stuttgart GmbHp. 26 pixelio / Tom Weberp. 29 Hapag Lloydp. 34 Deutsche Messe AG, Hanoverp. 36 Messe Berlin GmbHp. 45 © Viparis / Bullit Studiop. 47 German Convention Bureaup. 52 Deutscher Pavillon / HMCp. 53 Koelnmesse GmbHp. 56 Koelnmesse GmbH / Olympus Europep. 58 AHK Ungarnp. 67 UFIp. 70 Messe Düsseldorf GmbH / Constanze Tillmannp. 78 Deutsche Messe AG, Hanover

88

REVIEW 2017 Pictures


AUMA_Review_2017_Umschlag 13.08.2018 16:02 Uhr Seite 1

Probedruck

C M Y CM MY CY CMY K

auma review 2017 umschlag 13.08.2018 16:02 uhr seite 1...printed in the federal republic of germany...

Documents