German Shows Remain Strong Despite Competition

The German messes still dominate the global tradeshow industry, but their grip is loosening, according to an annual report by AUMA (the Assn. of the German Trade Fair Industry) released last month.

AUMA noted that German-produced shows outside of the country remain a vital part of the messes' businesses: From 2003 to 2007, the number of shows produced rose by nearly 75 percent to 216, the number of exhibitors by 116 percent to almost 78,000 and the number of attendees by 75 percent to 4.4 million.

However, the report noted that German shows abroad face new competition, primarily from U.K.-based show organizers who have developed into major overseas competitors. That's especially true in the booming markets of China, Russia, India and the United Arab Emirates, where the British are organizing more exhibitions in each of those markets than their German counterparts.

AUMA Managing Director Peter Neven acknowledged growth rates for the overseas German shows are good, but are developing at a slower pace than once was the case. Nevertheless, he pointed out that the slower growth rate hasn't changed the fact that revenue and operating income remained strong.

Within Germany, tradeshow growth continued apace, according to the report. Exhibit space sold at German tradeshows increased by 4.6 percent in 2007, compared with the year before, to 1.9 million square meters (20.4 million square feet).

Germany's stable economy has had a positive effect, resulting in exhibitor attendance at the 139 international tradeshows in Germany in 2007 rising by 3.8 percent, compared with the previous year, according to the report. Marking one change, domestic exhibitors helped out a bit more in 2007. The number of German exhibitors at shows held in Germany grew by 2.1 percent, whereas in recent years the growth had been flat at best.

AUMA Chairman Hans-Joachim Boekstegers said international exhibitors were, as usual, the driving force behind German shows' growth in Germany. Their numbers rose by 5.3 percent, demonstrating that Germany is a demand-driven market and that its strong economy was attracting more and more enterprises from around the world.

Attendance at shows in Germany also grew by 2 percent.

Boekstegers noted that the 4.6-percent increase in rented space was particularly strong. With demand for space currently exceeding availability and with no major plans for exhibition space expansion, he added, that situation will not change soon.

According to AUMA forecasts, about 180,000 exhibitors will attend the 154 international tradeshows scheduled in Germany this year, around 3 percent more than in 2007. This would be the highest number of exhibitors yet, better even than in the boom years of 2000 and 2001. It is estimated that visitor numbers and the amount of rented exhibit space will still rise by 2 percent and, even if the economy slows down, the German tradeshow industry still will post substantially positive results.