Interview: Dispelling Boundaries Tradeshows and Exhibitions for Asia's Fastest Growing Market
Trade fairs offer an excellent platform to gain insights into the economic viability of a sector and also open up a world of opportunities. CEO, NürnbergMesse, Peter Ottmann underlines India’s potential and the necessity to effectively plan tradeshows that bring about benefits to all.
PROCESS: Nürnberg Messe has, over the years, grown in leaps and bounds, with an extensive portfolio. Could you please brief us on the company’s philosophy that has helped it come so far?
PETER OTTMANN: Our trade fair company was set up in Germany in 1974, when the German trade fair market was already well established; therefore, we needed to stand out from the rest. We have always offered highly specialized trade fairs tailored to the needs of an expert audience. Furthermore, our shows are compact and comprehensive, reflecting the entire supply chain of the sector being featured. Thus, we cater to the specific needs of the relevant industry.
In addition, we organize trade fairs in association with strong partners and many of our events are accompanied by a congress that debates themes and ideas for the future. In the 1990s, we started taking our trade show concepts abroad and adapted them to the regional needs of the target markets. In this way, we created trade show ‘families’ with events around the globe.
Moreover, we offer comprehensive service assistance to our customers worldwide. Today, NürnbergMesse maintains a well-connected network with over 50 foreign representatives and five subsidiaries in China, USA, Brazil, Italy and India.
Serving the Fastest Growing Market in Asia
PROCESS: How do you foresee the potential of the Indian market?
OTTMANN: India is one of the strongest expanding national economies worldwide, with economic growth essentially being stimulated by domestic demand. Continued industrialization is boosted by large infrastructure projects here. In the past decade, the trade show market has developed as dynamically as the economy.
According to UFI – The Global Association of Exhibition Industry – statistics, the number of exhibitions increased by more than 140 per cent and the net rented space almost doubled between 2006-07 and 2011- 12. This has made India one of the top three fastest growing markets in the world (after Brazil and Colombia) and the fastest growing in Asia.