Trade fairs provide an ideal platform for establishing business relationships. For this reason, European venues are constantly modernizing, aiming to offer their clients the best facilities and promotional tools.
Germany should be the benchmark for analyzing European trade fair venues. Approximately two-thirds of the world's most important international trade fairs are held there. Around 150.000 exhibitors, with over 45% international participation, and 10 million visitors attend the events held annually in various German cities.
The keys to Germany's success as a trade fair center are: nearby foreign markets, high quality of existing exhibition venues, continuity of top-tier international trade fairs, and ongoing cooperation and dialogue with the various market players.
Of the five largest exhibition centers in the world, four are located in Germany. German venues combine centuries-old trade fair traditions with modern facilities. Messe Munich is a prime example, boasting one of the most modern exhibition centers in the world. But it's not the only one. The trade fairs in Leipzig, Düsseldorf, and Hanover have also recently invested a portion of their revenue in modernizing their facilities with the latest technologies.
However, the strongest trade fair company in Germany is undoubtedly Messe Frankfurt. In 2002, this venue registered a total of 37.000 exhibitors and 1,52 million visitors. Regarding its trade fair activity, it organized 96 events worldwide, 51 of which were held in Germany and 45 abroad. These figures confirm Messe Frankfurt's leading position in terms of international trade fairs as well.
The Italian Transformation
To compete with the strong presence of German venues, the Italians have had to face some renovations in recent years.
In this sense, Feria Milán stands as a model of change. This October marks three years since it was established as a public limited company, leaving behind its operational rigidities and the management style of previous years, when it was a non-profit organization.
Today, Fira Milano is a benchmark for the trade fair sector in Italy. Its 375.000 square meters of exhibition space make it one of the most important venues in Europe.
Another Italian city with a long-standing trade fair tradition is Verona. With over a century of history, Vernoafiere has become a leading trade fair in the agri-food sector.
These two venues are joined by those in Florence, Rome, Genoa, Bologna, Parma, and Turin. All of them are making constant efforts to enhance their international profile.
Paris: the heart of the French trade fair
In France, the organization Trade Fairs and Salons of France (Ferias et Salons de France) represents 90% of the country's trade fair activity. A total of 73 exhibition centers, including the most important ones, are members of this organization.
These latter venues are located near the capital. The first is Paris Expo-Porte de Versailles, with 226.069 square meters of exhibition space and 45 exhibitions per year. Next is the Parc des Expositions du Paris-Nord, with 191.000 square meters.
Behind them are those of other cities, such as Eurexpo-Lyon, with 92.000 square meters, and the Bordeaux Exhibition Centre, with 65.000 square meters.
The British Takeoff
According to statistics from the Association of Trade Fair Organizers (AEO) in the United Kingdom, in 2002 British trade fairs attracted around 10 million visitors, of which 250.000 came from other countries.
Furthermore, the British trade fair industry provides 50.000 jobs each year, which, together with the influx of visitors, represents a significant economic boost for the country.
The main English venue is NEC Birmingham, not only in number of employees (17.000), but also in exhibition space, with 202.000 square meters, compared to 65.000 for Excel, or 62.000 for Earls Court, its most direct competitors.
And in Spain?
Over the past year, the international trade fair sector has faced a period of uncertainty regarding its future. However, a simple analysis of the results achieved by the Spanish trade fair sector in 2002 demonstrates its strength, as it has managed, yet again, to improve its activity levels in an entirely unfavorable environment.
Thus, the number of events held in 2002 was 419, which represents an increase of 6,6% compared to the previous year, occupying a net exhibition area of 3.956.532 square meters, 10,56% more than in 2001.
Regarding the most important exhibition centers, it is worth highlighting the growing internationalization of Ifema, Feria Valencia, Feria Bilbao and Fira Barcelona.
Other European venues
The Brussels Exhibition Centre, Expo Brussels, is one of the most international venues in Europe, primarily due to its location in the so-called political capital of Europe. Brussels Expo covers an area of over 110.000 square meters, divided into 12 distinct halls, and its main objective is to meet future consumer information demands.
Also in Belgium, but in the Flanders region, Flanders Expo stands out, located in the city of Ghent, 55 km west of Brussels. Boasting high-quality infrastructure and services, it attracts over a million visitors annually from various European countries.
Within Portugal, the International Fair of Porto, EXPONOR, stands out for its long history and prestige. The institution boasts the largest exhibition space in Portugal, managing the organization of fairs across a total of 100.000 square meters, of which 60.000 are located within the EXPONOR grounds and 40.000 within EUROPARQUE.
In the country's capital, the Lisbon International Fair is located, which is the largest and most modern in the country. In this context, the activity of the Braga Exhibition Park should also be mentioned.
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