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T
rade fairs offer potential
customers a great time-
and travel-saving
opportunity, because they allow
them to view and test a range of
international products in one
location. Two thirds of the
world’s leading trade shows are
held in Germany, which hosts
around 150 international events
each year. The exhibitors, half
of whom come from abroad, use
the shows to network and
generate sales leads with some
of the 10 million visitors they
attract annually.
The world’s first
international trade fair was held
in Britain, but organised,
perhaps fittingly, by a German.
In 1851, Queen Victoria’s
husband, Prince Albert von
Sachsen-Coburg und Gotha,
organised the Great Exhibition
in Hyde Park, which brought
together international
representatives of industry,
business and education. The
event exceeded all expectations
by attracting six million
visitors, and paved the way for
the modern trade fair.
After World War II, the Brits
returned the favour. In 1947, the
Deutsche Messe- und
Ausstellungs-AG was founded
on the advice of the occupying
Allied forces, and in 1948, the
first German export fair was
held in Hanover. Deutsche
Messe AGHannover is now
Germany’s leading capital
goods industry trade fair and
B U S I N E S S
TRADING PLACES
Germany is one of the world’s top locations for trade fairs. Here’s a selection
of the most important shows taking place in the country this autumn
just one of 22 major trade shows
held in Germany.
We’ve checked out
Germany’s 2012 trade fairs and
put together a selection of the
best. There’s plenty to keep
technology fans happy this year,
and Cologne dominates the
proceedings with three major
shows: Gamescom, Photokina
and Orgatec.
Between 15 and 19 August,
the global gaming community
descends on Cologne for the
fourth year as Gamescom
comes to town. Last year, the
world’s largest interactive
games and entertainment trade
show attracted 276,000 visitors
from over 70 countries. This
year, the rapidly growing event
is expanding its exhibition
space by 140,000m
2
. Insiders,
industry representatives and
gamers will be checking out the
latest technological
developments in the gaming
world, as well as 300 new games,
including
FIFA 2013
by
Electronic Arts and Ubisoft’s
Assassin’s Creed
. Whether the
hotly anticipated Wii U will be
making an appearance is yet to
be seen.
Germany’s leading imaging
trade show Photokina arrives in
Cologne on 18 September and
runs until the 23rd. Some 1,200
exhibitors from over 40
countries will be exhibiting the
latest image capture,
processing, storage and output-
related gadgets. Technology
fans can expect to see some
innovative and ground-
breaking products at the show.
This year’s hot topics are mobile
imaging (photography using
smartphones), connectivity and
filming with photo cameras.
Smartphone manufacturer
HTC will be making its debut
appearance at the show.
Insiders are also hoping to get a
glimpse of the K-3, Pentax’s new
digital mirror reflex camera,
which comes equipped with full
format sensors. Until now, such
cameras had only been made by
big names like Canon, Nikon
and Sony.
Contemporary office and
facility trade show Orgatec sets
up shop in Cologne between 23
and 27 October. The show
GAMESCOM
IS EXPANDING ITS
EXHIBITION SPACE BY
140,000m
2
1
,
200
EXHIBITORS FROM OVER
40 COUNTRIES WILL BE
EXHIBITING THE LATEST
IMAGE CAPTURE AND
PROCESSING GADGETS
AT PHOTOKINA
ORGATEC
IS THE ONLY FAIR IN THE
WORLD THAT DEALS
SPECIFICALLY WITH THE
WORLD OF WORK