Foreign trade fair programme

Product presentation at trade fairs is promoted

Starting next year, small and medium-sized companies from Germany will be supported with a far-reaching programme for presentations at trade fairs abroad. More than 45 million euros are available for this purpose in the Foreign Trade Fair Programme of the Federal Ministry of Economics and Technology, according to a current press release of the Association of the German Trade Fair Industry AUMA.

Oct 11 2021

The new start of the fair after the Corona lockdowns is intended to make it easier for German companies to access the EU's internal market. In addition to Russia and Ukraine, participation in the United Kingdom and also within the European Union will now be supported. In concrete terms, this means that the Federal Government will bear up to 70 per cent of the direct trade fair costs, with the exhibiting company paying the rest. The federal programme is coordinated by AUMA.

Jörn Holtmeier, AUMA Managing Director, comments: "In 2019, 5,500 companies presented themselves on more than 250 joint stands. In 2020, trade fairs were largely absent. More than 80 percent of the companies missed networking for their business. The obvious consequence: a good 80 percent of the companies did not gain any new customers. Trade fairs remain the most important instrument of direct business relations for small and medium-sized enterprises. They are the fixed star in the marketing of the export industry."

Asia is the focus of the programme

The most important target region of the programme in the coming year will be the Asian markets. Almost 150 trade fair participations by German companies can be promoted there, including over 60 in China. Altogether, there are about 340 trade fairs in 60 countries where German companies can exhibit goods and services at favourable conditions. This makes it the most extensive programme since it was first launched in 1949. Another target region of the programme is North America. Joint stands are also made possible at trade fairs in Africa, the Middle East and Latin America.

Write the first comment