Trade fairs make an important contribution to climate protection and sustainability by efficiently bundling personal contacts and thus avoiding further business trips. At the same time, the majority of business contacts would not be possible in the same quality digitally
Author
Author: Wolfgang Tropf Source: tma-weekly
- 13:51
These are the key findings of the recently published study "Added value of trade fair visits: How individual trips are avoided", which was commissioned by the Association of the German Trade Fair Industry AUMA. As the first and most comprehensive survey of its kind with almost 3,000 participants, it proves the high efficiency of trade fair visits.
According to the survey, an average of more than five separate trips are avoided per visitor per day, ranging from at least three to almost 14 trips depending on the trade fair. On average, the respondents have more than 13 business contacts per day, whereby more than a third of these contacts would have led to additional trips without the trade fair visit.
International visitors avoid eight trips
International visitors even avoid an average of eight extra trips at trade fairs in Germany, compared to just under four for German visitors. Air travelers in particular plan their trade fair visits highly efficiently: they have more business contacts (just under 18) and avoid more trips (just under 8) than car users (12 contacts, just under five trips).
In terms of the type of discussions, informal meetings to initiate business (42%) and for networking (40%) are in first place - followed by product discussions (36%) and contract negotiations (20%). Here too, the study results show a higher number of purchasing meetings among international visitors (32%) than among domestic visitors (12%).
Digital contacts not of the same quality
Also interesting: According to the respondents, more than 60% of business contacts could not have taken place in the same quality digitally. "This underlines the high value of personal encounters at trade fairs and the importance of direct exchange in business life," says AUMA Managing Director Jörn Holtmeier.
The study also sheds light on the scheduling and travel habits of trade fair visitors: 45% of respondents plan additional appointments in connection with their trade fair visit, which further increases the efficiency of the trip. 28% of visitors combine their trade fair visit with additional business appointments and a further 17% combine their business trip with a private stay.
The approximately 70 German trade fair venues between the North Sea and Lake Constance organize a total of around 330 trade fairs per year. In 2023, almost two thirds of the exhibiting companies and one third of the trade visitors came from abroad. (red)