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German trade fairs are most popular

Everyone in Europe is talking about “the crisis”. However, despite currency problems and debt crisis the German trade fair industry faces an upward trend – and many exhibitors intend to spend even more money on their trade fair appearances in 2012 and 2013.

According to a recent survey carried out by TNS Emnid for AUMA, the German association for trade fairs, 30 % of those companies represented at a trade fair in 2011 will ramp up their trade show budgets. Another 55 % will neither increase nor decrease their spending. In most cases the extra money will be spent on a more attractive design of the booth or its enlargement. Thus, trade fairs continue to play a vital role in the marketing strategies of large and small companies alike, which is also reflected by the fact that more and more small companies decide to exhibit at relevant trade shows. Trade fairs in Germany become increasingly interesting for exhibitors from abroad, which resulted in a surpassing plus of 4 % in 2011. “Many non-European companies that want to explore the European market start by exhibiting on trade fairs in Germany” says AUMA-Chairman Hans-Joachim Boekstegers. But also for those foreign companies that have already established their products on the European and/or German market are German trade fairs an important marketing tool: AUMA forecasts a further increase in the numbers of exhibitors and visitors of two per cent in 2012.

Further information on trade fairs in Germany this can be obtained under: auma.de

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