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Jan 13 2009

Messe Frankfurt comes to Johannesburg

Published by at 1:41 pm under Companies,Top Stories

Messe Frankfurt, Germany’s biggest fair and exhibition company with an annual turnover of €423 million and 1,400 employees around the world, will host its first trade show in South Africa in March this year – and more trade shows are on the drawing board.

It will debut with a fair for auto suppliers called Automechanika South Africa between 18 and 21 March 2009.

Messe Frankfurt’s local licensee and organising partner is Dogan Trading (PTY), a company owned by Johannesburg Expo Centre and fair organisers, South African Show Services. Around 250 exhibitors and 8,000 trade visitors are expected to take part, Messe Frankfurt says on its website

In a full-page article on the decision to go to South Africa with Automechanika, the German weekly magazine WirtschaftsWoche wrote this week that 25,000 sq m of the available 42,000 sq m at the Expo Centre Johannesburg have been reserved for the fair. 

The magazine quoted Detlef Braun, the person responsible for Automechanika South Africa at Messe Frankfurt, saying this will be the first of a number of fairs Messe Frankfurt is planning for South Africa. 

“The Automechanika is a door opener. We are considering a number of other projects,” Braun said.   

Messe Frankfurt launched its first Automechanika fairs outside Germany ten years ago and has developed the Automechanika name into a potent trademark or brand. Today, the company holds 13 events in twelve countries with Automechanika Roma having most recently made a successful debut in January 2008.

The Messe Frankfurt Group has a global network of 14 subsidiaries, five branch offices and 48 international sales partners, which represent Messe Frankfurt in over 150 countries of the world. Events Made by Messe Frankfurt are held at over 30 venues worldwide. In 2007 the Messe Frankfurt group organised a total of 113 fairs, 69 of them outside Germany.

At present, the Exhibition Centre in Frankfurt boasts 578,000 square metres of ground space with nine exhibition halls and a congress centre. The company is publicly owned (60% held by the City of Frankfurt and 40% by the State of Hesse).

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