Brno expands its market position

Veletrhy Brno a.s. does not intend to rest on its laurels. It has plans to implement further innovative concepts for a fast growing market.

Since eastward expansion of the EU, the Czech Republic has benefited from a boost to its economy. The economy grew faster than expected last year at four percent. Experts reckon that the impetus from EU entry will continue in eastern member-states for some time to come. German companies, in particular, are currently doing good business in central and eastern Europe.
The trade fair business also benefits from this development. "Brno is traditionally the pivotal and most important fair venue in central and eastern Europe", says Werner Matthias Dornscheidt, chief executive at the Messe Düsseldorf Group. Every year Veletrhy Brno a.s., in which Messe Düsseldorf has a 60.4 % holding, organises between 40 and 50 trade fairs and exhibitions. More than half the fairs are considered the leading events in the region. Brno's strengths are obvious: in terms of economic geography and politically, the city is located in a region with enormous potential for growth . "Brno is also the only venue in the region that already converted its portfolio from multi-sector to specialized trade fairs during the communist era. This head start has made Brno more highly regarded than competitors by exhibitors and visitors alike", states Dornscheidt. Being part of the Messe Düsseldorf group also provides interesting cross-selling opportunities for foreign exhibitors.
Moreover, the trade fair specialists from Brno and Düsseldorf have big plans: "Medium to long term, we want to continue to work hard at expanding the position of Brno fairs as the market leader in central Europe." To this end they want to invest more in the site over the next few years, and in the software: "As for content, we intend to adapt the existing event concepts to changing market conditions and establish new fairs and exhibitions", says Dornscheidt. Examples of recently created exhibitions that are developing positively include the public shows boat Brno and Caravanning Brno. Internationalisation of the events is to be encouraged still further: the aim is to increase the proportion of exhibitors and visitors from outside the Czech Republic. Dornscheidt sees the overall goal of the Czech trade fair industry essentially as a marketing tool, to provide information about the market. "Especially since the borders came down and the European Union expanded eastward, a confusingly large number of foreign companies are crowding onto the market. Trade fairs are an efficient and transparent way for buyers and consumers alike to compare the wide range of products available. "Macro-economically the Czech trade fair industry's aim must be to expand its market position relative to neighbouring states."

m+a report Nr.6 / 2005 vom 23.09.2005
m+a report vom 23. September 2005