Trade fairs and shows worldwide - additional information
Some of the largest exhibition halls in the world are found in Germany, among them are Cologne and Düsseldorf’s Exhibition Centres. However, Hannover’s Messegelände and Frankfurt’s Main Exhibition Ground were in the top three of the largest exhibition halls as of 2016 extending 463,165 square meters and 366,637 square meters, respectively. Hannover’s fairground consists of covered and open air spaces, 27 halls and pavilions and a convention center. The Hannover Fair, Exportmesse 1947, was organized by the British military government as a trade fair. The Hannover Fair still runs today and is one of the largest industrial fairs in the world with almost 7,000 exhibitors and 250,000 visitors annually.
The leading trade fair organizer worldwide in 2014 however was not a German company but a British one. The United Kingdom’s Reed Exhibitions, an events organizer, generated 1.27 billion euros in revenue in 2017. Reed Exhibition commonly organizes B2B events that focus on industries such as aerospace and aviation, beauty and cosmetics, healthcare, and marketing, among dozens of other markets.
In the United States, International CES is the largest trade show in the nation, totalling 1.9 million square feet. Held in Las Vegas, International CES is a Consumer Electronics trade show dedicated showcasing advancements in the global technology market. Among exhibitors and marketers in the United States, 48 percent claimed optimism in the effectiveness of trade shows as a marketing medium in 2018. Thirty-five percent listed building new relationships and 33.5 percent listed increasing revenue and leads as important factors for U.S. companies to exhibit their company in international trade shows. Nevertheless, expenditure on international trade shows was non-existent in 39.3 percent of companies surveyed in the United States.