The Messe Berlin Effect

Event tourism at its best… with 2.4m tourists flocking to the capital in 2016 thanks to shows here

Messe Berlin’s contribution to tourism in the city is extremely important. But just how many visitors does the show bring to Berlin through the different events throughout the year? We put the question to Messe Berlin CEO, Dr Christian Göke…

Taken together, all events at Messe Berlin in 2016 brought 2.4 million visitors from around the world to Berlin. Of course, it is a very diverse group of people – from the German countrymen visiting the International Green Week to the top manager looking for the newest trends, for example at ITB Berlin.

What is the relationship between Messe Berlin and Berlin itself?

Messe Berlin is an important contributor to Berlin’s economy. Not only do our events provide for 25,000 jobs in and around the city; for hotels, restaurants and all sorts of service providers we create a lot of business. Trade fairs and congresses also bring countless numbers of decision makers, experts and pioneers to Berlin. This is an enormous source of inspiration for companies in Berlin.

What makes Ber l in a great city for trade events?

First of all, we have a nearly 200 year long tradition of trade shows. Our history goes back to the year 1822. That implies a lot of expertise. Secondly, Berlin has a good infrastructure. Take public transport: It is a 15 minutes ride from Messe Berlin to the city centre. Berlin boasts a wide range of modern hotels which offer guests a reliable service as well as good value for money. The city is also one of Europe’s largest scientific locations with a high concentration of research institutions. Any event in Berlin can draw on experts from around 300 universities, universities of science, research institutions and technology parks. Of course, the soft factor also is important. Many value very much that Berlin is a vibrant place with plenty of history, art and culture to offer for all tastes.

What future do you see for trade fairs in times of increasing digitalisation and virtual exchanges?

Even in the era of digitalisation, personal exchange is vital for business. As long as there are conference rooms in our offices, we meet friends and business partners for lunch or dinner, we join the crowd in a soccer stadium, trade fairs will continue to be important. For certain things, personal exchanges simply are key. Of course, we embrace the opportunities of digitalisation. In 2016, we started to work on potential digital business models