Exhibition World Issue 2 — 2020 - Page 30

Germany Germany: the exhibition capital of the world A view by Austin Rowlands, Quadrant2Design of any benefit and they are suffering from severe and acute loss of sales.” AUMA says it has to be ensured that the German economy in future – and particularly small and medium-sized enterprises – will be able to rely on the highly effective instrument that is the ‘Messe’ (tradefair) and can continue co- operating with contractors. Without government support this is unlikely to be realised, despite the great efforts of the exhibition industry itself. Germany claims the number one spot worldwide in terms of organising international tradefairs, with 160-180 taking place across the country annually. Add to this 180,000 exhibitors and 10m visitors meeting up on German exhibition grounds and the fact that German exhibiting companies invest almost half of their B2B communication budgets in tradefair participations. The combined spend of exhibitors and visitors at tradefairs in Germany results in macroeconomic production effects of more than €28bn, AUMA adds. Further evidence provided in the AUMA survey of the power of the sector in Germany is the figure of 230,000 jobs provided by tradefairs and tax revenues approximating €4.5bn. 30 Issue 2 2020 Above: Reichstag building, seat of the German Parliament lthough there are far more serious implications to consider at the moment, the devastating effects of the coronavirus have understandably put the exhibition world on hold for the time being. As Germany is home to over 60% of all the major exhibition and tradeshows in the world, the country’s tradeshow industry has been particularly hit hard by the outbreak of Covid-19. These are clearly not normal times and no-one quite knows how the next few months are going to pan out. The impact of cancelling or postponing Germany’s tradeshows right now will have serious consequences for the country’s economy as a whole. Germany is Europe’s largest and strongest economy - and the fourth largest in the world. The country’s vast exhibition industry certainly makes a significant contribution to its leading economic status. It is estimated that exhibitors and visitors spend around €14.5bn a year for their activities at exhibitions and tradeshows in Germany. In normal times, around 10 million visitors attend the 160-plus major tradeshows in Germany annually. More than half of the attendees come from overseas, which means these events expand their potential reach far beyond the Rhine or the Elbe. If you’re looking for a place to hold a tradeshow with global reach, you’d struggle to find anywhere better than one of the main exhibition venues in Germany. No.1 in Europe But how did the land of Bratwurst and Schnitzel become the world’s number one hotspot for exhibitions? Germany’s position as the exhibition capital of the world is no accident. To understand As of mid-March AUMA was reporting 60 exhibitions no longer taking place as planned in March, April and May. About 20 are cancellations for 2020, but nearly 40 have been postponed and for 25 the organiser has already found a new date. w w w.exhibitionworld.co.uk