The Association of the German Trade Fair Industry (AUMA) has published The German Trade Fair Industry 1999/2000. The report provides up-to-date information on the trade fair activities of companies at home and abroad.
The research shows a 3.3% increase in the percentage of stand space and a rise of 3.6% in exhibitor numbers. Foreign exhibitors increased by 6%.
The report indicates that although various communication tools are available, trade fairs still remain ahead of the competition. Many companies say they would rather use a trade fair where they have personal contact with customers. The report indicates that trade fairs are the number one tool used by companies to expand awareness of the company.
It is believed that trade fairs in the future will become more vital to companies. This was backed by an AUMA Messe Trend survey showing that German companies are trying to increase the trade fair budget for 2000/2001 by 11%.
'Today much business goes on over the Internet which eliminates that personal contact that customers and companies desire,' says an AUMA spokesman.
'So I believe the trade fair industry will grow in the next five years.'