GERMANY - The Association of the German Trade Fair Industry (AUMA) claims 2011 will see trade fair business in the country grow in terms of both exhibitors and visitors.
Trade fair organisers are planning to hold 135 domestic trade fairs at international level this year, according to the association.
“With the industry now well on the road to recovery, AUMA expects a moderate increase in exhibitor and visitor numbers, compared with corresponding events in previous years,” a spokesman for the association said.
The findings of AUMA MesseTrend in 2011; a representative survey of German exhibitors carried out by TNS Emnid, show that Germany’s domestic participation is likely to remain more or less constant. The survey also reports that German trade fair organisers intend to spend more than 40 per cent of their communications budget on taking part in trade fairs. It’s a sign that exhibitors remain keen to make use of trade fairs as a marketing instrument.
The AUMA spokesman claims that in 2009 there was “hardly any decline in domestic participation” and that strong growth in global trade is likely to lead to a considerable rise in exhibitor numbers from abroad in 2011. This means German organisers can expect positive results from their trade fairs.
According to AUMA projections, in 2011 around 156,000 exhibitors will take part in 135 international trade fairs, occupying stand space covering 5.8m square metres. Visitor attendance is forecast to be around 9.2m.
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