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Show Rotation Cuts into Messe Dusseldorf Revenues

Hil Anderson
, Senior Editor
December 22, 2017
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Dusseldorf, Germany — An off year for two major European exhibitions contributed to a modest, but anticipated, decline in revenues at Messe Dusseldorf Group.

The German show organizer reported in December that they had collected 330 million euros ($392 million) compared to the company record take of 407 million euros ($484 million) in 2016. Revenues in 2017 were based on total sales of 360 million euros ($428 million) compared to 443 million euros ($526 million) the previous year.

The performance, however, had been expected, the company said, and 2017 revenues were actually 9.0% above what had been projected for the year.

The 2016 success story was stoked in part by Messe Dusseldorf’s show calendar, which included the behemoth non-annual exhibitions K and drupa, both held at Messe Dusseldorf. The plastics industry stretched K’s metrics to 3,285 exhibitors and 230,000 attendees while the 11-day printing show drupa drew 1,837 exhibitors and 260,000 attendees.

For the year, Messe Dusseldorf hosted 29 shows in 2017 compared to 31 in 2016.

But, K won’t be back until 2019, and drupa’s next edition is not until 2020. Werner Dornscheidt, President & CEO of Messe Dusseldorf GmbH, said in a statement that a high priority for 2018 would be leveling out the peaks and valleys. “We are aiming to increase our sales without the usual cyclical fluctuations that normally occur in the trade fair business,” he said.

Messe Dusseldorf’s strategy for the long term is aimed at a 25.0% increase in its international sales outside Germany by 2030. “We have increased the international share of our net revenue from 16.5% in 2016 to around 17.8%,” Dornscheidt said. “We will definitely pursue this path in our global network with new events and local joint ventures.”

Messe Dusseldorf held 54 events outside Germany this year, totaling 64 million euros ($76 million) in revenue. It has 66 international exhibitions on the schedule for 2018 and is looking at further expansion, particularly in India and Iran.

Russia was the leading international venue for Messe Dusseldorf in 2017 with revenues of 31.4 million euros ($37.3 million). China followed with 11.7 million euros ($13.9 million); Singapore with 7.8 million euros ($9.3 million), and the U.S. with 4.3 million euros ($5.1 million).

Reach Werner Dornscheidt at +49 211 4560 555





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