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Messe Frankfurt

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28.07.2016 International strategy for globalised business

For more than 25 years now, Messe Frankfurt has been a constant in the international exhibition industry. Its global success story got under way with the first trade fair held in Hong Kong in 1987. Since then, the group has expanded its network of subsidiaries, branch offices and Sales Partners worldwide to win customers in 175 countries and is now represented at approx. 50 international exhibition venues.

Messe Frankfurt has systematically pursued its globalisation target, with the result that today more fairs are staged abroad than at its home base in Frankfurt. The group has implemented a strategy of offering to small and medium-size companies, in particular, a global marketing tool with identical standards. Successful platforms in a particular business sector are taken to other countries from the home base and then these established brands, such as Ambiente, Automechanika or Heimtextil, are adjusted to suit the requirements in the country in question. Nevertheless, Automechanika in Istanbul or Buenos Aires, for example, provides exhibitors and visitors with the same high quality standards as the flagship event in Frankfurt.

In this way, Messe Frankfurt enables its exhibitors to showcase their products in all key economic regions, while its trade visitors benefit from fairs with an international programme of innovative products. Simultaneously, exhibitors gain access to the market in the region of the world in which each event is held.

Messe Frankfurt is active in selected key regions – Asia / China / India; Russia; Turkey; Arab Emirates, Africa. The Group is the largest trade fair organiser in China with over 30 events as well as being the largest offshoot of a German trade fair company. Hong Kong is the headquarters of Asian holding company Messe Frankfurt H.K., from where the entire Asian business is run. In Asia, Messe Frankfurt is one of the few foreign trade fair companies that, by means of a number of subsidiaries, is in a position to organise trade fairs throughout China as well as in India, Japan, Korea and Taiwan.

What is more, the group’s international commitments also benefit the events held at its home venue, as shown by the steadily growing proportion of foreign exhibitors and visitors in Frankfurt. Approx. 71 percent of all exhibiting companies and over 47 percent of the visitors taking part in events organised by Messe Frankfurt come from outside Germany. So Messe Frankfurt can boast an exceptionally high international spread and has undoubtedly demonstrated that its international efforts stabilise events at the home venue on a sustained basis.

The Messe Frankfurt Group at a glance in 2015*

Subsidiary When founded
Japan: Messe Frankfurt KK, Tokyo
converted in 10/2000 into Mesago Messe Frankfurt Corporation, Tokyo
USA: Messe Frankfurt Inc., Atlanta 10/1991
China: Messe Frankfurt (HK) Ltd, Hong Kong
including Messe Frankfurt Shanghai Co Ltd;
Guangzhou Guangya Messe Frankfurt Ltd;
Messe Frankfurt New Era Business Media Ltd
India: Messe Frankfurt Trade Fairs India Pvt. Ltd., Mumbai 07/1998
Italy: Messe Frankfurt Italia, Srl., Milan 12/1998
Turkey: Messe Frankfurt Istanbul L.S., Istanbul 10/2000
Korea: Messe Frankfurt Korea Ltd, Seoul 07/2001
Mexico: Messe Frankfurt México S. de R. L. de C.V., Mexico City 08/2001
France: Messe Frankfurt France S. A. S., Paris 02/2002
United Arab Emirates: Messe Frankfurt Middle East GmbH, Dubai 06/2002
Brazil: Messe Frankfurt Feiras Ltda., São Paulo, Brazil Dormant company
Russian Federation: O.O.O. Messe Frankfurt RUS, Moscow 09/2002
Argentina: Indexport Messe Frankfurt, S. A., Buenos Aires 07/2003
Asia: Messe Frankfurt Asia Holding Ltd. Hong Kong,
Messe Frankfurt Shanghai Co Ltd
Messe Frankfurt Trade Fairs India Pvt Ltd
Mesago Messe Frankfurt Corp
Messe Frankfurt Korea Ltd
Messe Frankfurt (HK) Ltd
Guangzhou Guangya Messe Frankfurt Co Ltd, Guangzhou
Messe Frankfurt New Era Business Media Ltd, Hong Kong          12/2009
Messe Frankfurt New Era Advertising Co Ltd, Shenzhen          09/2013
Guangzhou Li Tong Messe Frankfurt Co Ltd, Guangzhou 11/2014
Africa: South African Shows Messe Frankfurt (Pty) Ltd, Johannesburg 07/2014
Russian Federation: ITEMF Expo A. O., Moscow 02/2015

Background information on Messe Frankfurt

Messe Frankfurt is one of the world’s leading trade fair organisers, generating around €648 million in sales and employing 2,244 people. The Messe Frankfurt Group has a global network of 30 subsidiaries and 55 international Sales Partners, allowing it to serve its customers on location in 175 countries. Messe Frankfurt events take place at approx. 50 locations around the globe. In 2015, Messe Frankfurt organised a total of 133 trade fairs, of which more than half took place outside Germany.
Comprising an area of 592,127 square metres, Messe Frankfurt’s exhibition grounds are home to ten exhibition halls. The company also operates two congress centres.The historic Festhalle, one of the most popular venues in Germany, plays host to events of all kinds.Messe Frankfurt is publicly owned, with the City of Frankfurt holding 60 percent and the State of Hesse 40 percent.
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