German Organisers Run More Than 300 Trade Fairs Outside Germany, with Asia and the Middle East the Main Regions for New Events

German trade fair organisers run more than 300 trade fairs outside Germany. AUMA reports that organisers are strengthening this international business for two reasons: to look for new markets worldwide, and to win new target groups for their events back in Germany. New launches are concentrated in Asia and above all in the Middle East. Most of these events are set up as editions of an established German leading trade fair, but entirely new subjects are also being developed locally, driven by local demand and proximity to an industry cluster as well as by convenient accessibility or state support programmes in the host country. For exhibiting companies this means that the same trade fair brand may exist in several versions at once, in Germany and abroad, so it is worth distinguishing the parent event from its overseas editions when planning a participation, since the scale, the visitor structure and the sourcing radius of an edition abroad need not match those of the German original.