Germany is home to half of the world’s top ten highest-grossing exhibition organisers, new research shows.
A report from AUMA, the Association of German Trade Fair Industry, ranked organisers worldwide with turnovers exceeding €100m (US$111m) in 2014.
Topping the list of 28 companies was UK-based Reed Exhibitions, with revenue exceeding €1.104bn, followed by France’s GL events at €939.4m, and UBM in third place at €561.1m, according to AUMA.
Collectively, German organisers grossed about €3.45bn during the year.
Messe Frankfurt, with its turnover of €554.2m earned fourth place, Messe Dusseldorf was in fifth place at €411.5m, Messe Munchen in eighth place at €309.4m, Deutsche Messe AG, Hanover, in ninth place at €280.6m and Messe Berlin in tenth place at €269.4m.
Meanwhile, only four overseas organisers made the list: Hong Kong Trade Development Council (Hong Kong), Emerald Expositions (USA), SNIEC Shanghai (China) and Tokyo Big Sight (Japan).
Also among the list of 28 organisers was seven companies from the United Kingdom, two from the Netherlands and two from Italy.
AUMA managing director Dr Peter Neven told EW most German organisers had long-term strategies for both domestic and international markets.
“This leads to a strong relationship to their customers,” Dr Neven said. “I think this is one of the most important success factors of the German exhibition industry.”
When asked about the enduring popularity of German venues, Dr Neven said organisers had good exhibition hall and congress facilities.
“Trade shows in Germany are places where you can contact people from all over the world – about 55 per cent of the exhibitors and a third of the trade visitors come from abroad and not only from the neighbouring countries.
“You can reach Germany from all continents in a reasonable amount of time,” he explained.
Dr Neven said trade fairs had to compete with a range of marketing channels, ranging from new technology to trade journals.
“But trade fairs are one of the very few real dialogue instruments.
“And this is an outstanding advantage in combination with the chance for an exhibitor to address all the customers’ senses during their visit,” Dr Neven said.