The activity in the trade fair industry has now reached its climax, as is the case with all service industries, thanks to the easing, even through partially, of the restrictions imposed during the pandemic period. Annika Klar, General Manager of Hannover Fairs, being the Turkish division of Deutsche Messe, a Germany-based company which is one of the world’s largest trade fair organizers, points out that the trade fair industry has been affected by the prevailing conditions after the pandemic has been announced, as is the case with all the other industries, says: “Facing a series of cancellations in physical trade fairs, the industry was urged to look for new ways of doing business, tending towards, at first step, digital trade fair organization. However; we also see that the ways of doing business and the trading concept are also changing in recent times. This change has provided some countries, like Turkey, in particular, with a competitive edge for trade fair organization industry and has given them a stronger momentum on the way to becoming a center of attraction. In the light of all these developments, as well as of our observations, I can confidently say that Turkey is the shining star of the trade fair industry.”
Reflecting on the developments on the trade fair industry, as well as on Hannover Fairs Turkey, at a specific meeting, MS Klar pointed out that some speculations have been circulated, during the pandemic period, about the future of physical trade fairs, and added: “The speculations implying that trade fairs are not as important now as they once were are still on our memories. It’s true that the world of trade has taken a new path. But trade fairs have never lost their importance. Because, businesspersons still like to participate in trade fairs for being able to touch the products, to get information from the most competent people, as well as to get a good grasp of the product and service details.”
“Foreigners prefer Turkey”
Pointing out that Turkey enjoys a perfect location in terms of geography and that this brings huge advantages for many industries, including, in particular, transportation and logistics services, Ms Klar added: “Turkey enjoys a perfect location, situated right in the middle of the Eurasian geography, namely being the easternmost point for the West, and the westernmost point for the East. It stands out among the crowd as an ideal country in many ways. Plus, Turkey also proved itself with its industrial development achieved on the strength of its young population, its well-educated and skilled human force, as well as of its people having an enterprising spirit. Accordingly, we, as Hannover Fairs Turkey, see that all manufacturing sectors have focused their attention on Turkey. And this finds its reflection in trade fair preferences, in particular. While the lastly organized 6 Big trade fairs amounted to 134 thousand square meters, in total, we now aim to reach about 167 thousand square meters, with a minimum increase of 25 percent, resting on the heavy demands we are receiving for the new dates of the same trade fairs. Therefore, we rendered our trade fair calendar tighter and made all the preparations for being able to respond to heavy demand coming from the countries being the locomotive force of global economy. Besides, the fact that Deutsche Messe undertakes six trade fairs in Turkey, while undertaking four or five in Germany ond two in the United States of America and four in Mexico, is the most concrete indicator of this huge interest.”
“Turkey is the best candidate to dethrone China”
Annika Klar, General Manager of Hannover Fairs Turkey Fuarcılık A.Ş., also pointing out that China is one of the most challenging competitors of Turkey in the manufacturing and industrial sector, adds: “Turkey is the best candidate to dethrone China. China now faces growing manufacturing costs, as well as further logistics problems. So, thanks to the steps taken recently towards financial stabilization, Turkey now enjoys a good profile and stands out among the crowd as an ideal country for investment and production. Foreign investors are also tend to concentrate their attention on Turkey now. And this paves the way for Turkish trade fair industry becoming an important focal point.”
The future of Digital trade fairs?
Making a prediction about the future of digital trade fairs, Ms Klar also said: “Physical trade fairs will not absolutely cease to exist, yet, instead, will be transformed into hybrid models. Hybrid models will fill up for a significant gap for companies and visitors that are unable to attend trade fairs for various reasons. Another point is that conferences will be available digitally and that information will be accessible via online spheres.”
