Q & A
“ The infrastructure in Germany is a big pull. Frankfurt is a great business city”
Q & A
Carina Bauer
CEO, IMEX Group
Following the expansion of the IMEX brand into America in 2009, Bauer was appointed CEO of the IMEX Group. She is responsible for all aspects of the business, retaining a special focus on strategic partnerships s and PR
“ The infrastructure in Germany is a big pull. Frankfurt is a great business city”
Why Germany? Germany is a large MICE and events market and for the meetings industry it is one of the key outbound markets, which is very important for exhibitors. Germany is easily accessible by most of the world, as well as the German domestic market, which is strong too. The infrastructure in Germany is another big pull. Frankfurt is a great business city, and Lufthansa covers more than 80 destinations.
How extensively did you research the markets there? Our research into the market revealed the efficiency of the events industry in Germany. Messe Frankfurt is one of the largest organisers in Europe and has one of the largest halls, so it was fit for purpose for IMEX.
How do you work with the venue? Messe Frankfurt is great to work with, and when you have a request – even if it seems unusual – the team always seem to understand. The language difference is not a problem as they speak English very well. This also suits the purposes of the US market, which is important to us.
What, if any, are the cultural differences you’ ve encountered? The way the events industry works in Germany might be at odds with what others are used to. But, the German Convention Bureau has a great network of partners and can work alongside you productively. They are partners of the show and want to make sure an event works for everyone. ■■■
EW / EN 2016 Germany, The UK Organiser’ s User Guide 7