The priority is always the physical trade fair
The Messe Düsseldorf is indispensable for the city's international character. In an interview with the new head of the Messe, Wolfram Diener, VIVID found out how it intends to defy the Covid19 pandemic with hybrid formats of presence and digital events and a pragmatic strategy.
On 1 July 2020, you succeeded Werner M. Dornscheidt, who had a major influence on Messe Düsseldorf for 17 years as Chairman of the Board of Management. How will you build on his “groundwork”?
Werner M. Dornscheidt and I have similar principles of how to run an exhibition business. For example, the unrestricted focus on the customer, the service concept, is essential for both of us. And we concentrate on the internationality of trade fairs. The result: more than a dozen of our events in Düsseldorf are the world’s leading trade fairs in their respective sectors. In addition, there are numerous events around the world that act as platforms for local industries. I am consistently building on what my predecessor built up – in my own way, of course. For example, I would like to promote the international character of Messe Düsseldorf even more consistently.
You are starting in the middle of the coronavirus pandemic. Trade fairs have been cancelled or postponed as a result. Now you are focusing on “hybrid trade fairs”, among other things. How do they work exactly?
Our model “Hybrid Fair” is a combination of physical and virtual fair. The virtual representation comprises many components: For the product or service presentation itself, for example, we have created the “Exhibition Space” as a virtual showroom, the Education Part, for example in the form of webinars or web conferences for know-how transfer, is shown in the “Conference Area” and on the “Networking Plaza”, industry players can use the new matchmaking tool to find relevant participants with whom they can make contact and exchange ideas. These virtual components are precisely matched to the actual event.
The CARAVAN SALON took place live on site in September 2020. The MEDICA, on the other hand, was organised completely virtually in November. What criteria do you use to determine the event format?
With regard to Covid19, our tactic is: We look at each event individually. The decision to hold a trade fair should be based on the most up-to-date information possible. This prevents trade fairs that are important for the respective industries from being prematurely cancelled. In any case, we always decide together with our partners and customers conscientiously and in good time whether a trade fair should take place. In doing so, we always take the individual preparation times and deadlines for trade fair participation for each industry into account. Priority is always given to the physical trade fair. If this is not possible, we have to ask ourselves the question whether a certain industry with its products or services can be presented virtually. ProWein, for example, is hardly suitable for this: although it is possible to trade in wine online, things like wine tasting, where senses and emotions play a role, or social interaction are particularly important in the wine industry – this cannot be done digitally. If the proportion of overseas visitors and exhibitors at a fair is very high, the issue of travel restrictions is of course important. We were also able to hold the CARAVAN SALON as a physical trade fair because its visitors mainly come from Europe.
How do you manage to bring foreign exhibitors and visitors to Düsseldorf or invite them virtually in Covid19 times? Mainly via social media, via newsletter or in direct contact with our 77 foreign representative offices worldwide. Unfortunately, there are also some practical restrictions, such as quarantine or the limited availability of many visa offices abroad. But I also see positive developments. Most political decision-makers have a strong will to create a framework for business to continue, with the provisions of the Corona Protection Regulation and security measures. There are also talks between European governments about making business travel within the EU possible. This depends, among other things, on the approval of rapid tests. So, a lot is in flux.
“one third of all hotel overnight stays in the
city can be attributed to Düsseldorf's
trade fair and congress business.”
Why does Düsseldorf need the trade fair in this challenging situation in order to make its mark internationally?
The fair is an important economic factor for Düsseldorf. International guests go shopping, visit restaurants and stay overnight. For example, one third of all hotel overnight stays in the city can be attributed to Düsseldorf's trade fair and congress business. Added to this is our international presence, which also pays off for the city. And, as I said, there is also business that currently gets by without travel and presence and yet is still associated with Düsseldorf. •
https://www.messe-duesseldorf.de/
Wolfram Diener
• Since July 2020: Chairman of the Board of Management Messe Düsseldorf
• 2018 to 2020: Managing Director for operational trade fair business at Messe Düsseldorf
• 2011 to 2018: Member of the Management Board of UBM Asia (now Informa Markets), Hong Kong: responsible for trade fairs in China and for jewellery and gemstone fairs worldwide
• 2005 to 2011: Deputy Managing Director at Venetian Macau Ltd / Marina Bay Sands Singapore Ltd: Operation of the exhibition and congress centre, hotel logistics
• 2001 to 2005: Managing Director Shanghai New International Expo Centre Ltd.
• 1997 to 2001: Managing Director Asian Operations, Messe Frankfurt (H.K.) Ltd.
This is how international Messe Düssedorf is:
• In 2019 alone, 472,800 visitors and 19,300 exhibitors came from abroad. This corresponds to 73 percent of all exhibitors, and the proportion of foreign visitors is increasing year after year.
• The fair has a global network of 77 foreign representatives, including 7 subsidiaries, in 141 countries
• Tourism factor: According to a study by the ifo Institute, the fair generates an average of 36.3 million euros in additional tax revenue per year. Added to this are purchasing power effects of 1.66 billion euros and 16,664 jobs
Words: Tom Corrinth
Pictures: PR, Messe Düsseldorf / Andreas Wiese
(The article was already written in November 2020)