For an industry as old as the trade fair industry, and with contributions from a number of the icons who have built the modern German trade show industry, it is fitting that this should be the source of the definitive hand book for trade show management.
Trade fairs remain a unique forum for international marketing and sales and continue to provide the only medium that engages all five senses - and they continue to be the preferred means for international companies to break into new markets. Germany has, for many years, dominated these leading international events across a whole range of industries.
The reasons for this are a combination of expertise and professionalism linked to the industrial strength and geographical position which the major German fair cities have dominated. The massive investment in infrastructure and expertise has made Germany the heart of the international trade fair industry.
It is this knowledge and expertise that gives this handbook such a strong pedigree in providing vital information about the best ways of creating and running successful trade exhibitions.
We hope all those using this handbook will find it helpful in leading to a greater degree of understanding and professionalism in the industry. It is a publication wholly endorsed by the Union des Foires Internationales, whose members throughout the world stand to benefit from its contents and advice.
London, Fall 2003 Sandy
Angus
President of the Union des Foires Internationales
