Why this is important to Wisconsin businesses: Germany is home to more than 150 international trade fairs that attract up to 170,000 exhibitors and up to 10 million visitors annually.

With about 150 international trade fairs that attract up to 170,000 exhibitors and up to 10 million visitors annually, Germany is the world’s top location for trade shows. €12 billion is spent by exhibitors and visitors annually, boosting the country’s economic output by €23.5 billion. The database of the Association of the German Trade Fair lists all shows, allowing for selection by year, sector and keyword. If you attend a show for the first time, it is recommended to attend as a visitor first before exhibiting in a subsequent year. The following fairs may be of interest to Wisconsin businesses in the near future:

  • Medical sector: MEDICA (Nov. 12-15, 2018, in Düsseldorf) is the world's leading forum for in- and outpatient medicine. MEDICA takes place at the same time as the world's largest supply trade fair for medicine, Compamed.
  • Energy: Intersolar (May 15-17, 2019 in Munich) is the world’s leading exhibition for the solar industry. E-world takes place Feb. 5-7, 2019, and sets its focus on Smart Cities and climate solutions. Additional shows of interest include GeoTHERM, Feb. 14-15, and Agritechnika, Nov. 10-16 in Hanover.
  • Food and beverage: One of the most important trade shows internationally is Anuga 2019, taking place from Oct. 5-9 in Cologne. Pro Sweets (Jan. 27-30, 2019) is an exhibition for the sweets and snacks industry. Another interesting show is Internorga (March 15-19, 2019, in Hamburg) for the gastronomy sector. For the meat industry, IFFA (May 4-9, 2019, in Frankfurt) is the leading event for players from the industry, retail trade and butchers.

When attending a leading trade fair in Germany, it is important to prepare in a focused way by studying exhibitor catalogues and contacting interesting companies beforehand. The above-mentioned trade fairs are just a small sample. The Wisconsin authorized trade representative for Germany can additional options and help you to set up business meetings at your desired event. For details and rate information, tap into WEDC’s Global Network of market development directors and local trade offices.