Association of German Trade Fair Industry

Association of German Trade Fair Industry
Name	Association of German Trade Fair Industry
Native name	Verband der Deutschen Messewirtschaft
Abbreviation	AUMA
Formation	1949
Headquarters	Berlin
Region served	Germany
Language	German
Leader title	President

Association of German Trade Fair Industry is the principal trade association representing the exhibition and trade fair sector in Germany, headquartered in Berlin and founded in 1949. It acts as an industry voice linking venues such as Messe Frankfurt, Messe München, Koelnmesse and Deutsche Messe with national institutions like the Federal Ministry for Economic Affairs and Climate Action, regional bodies such as the Free State of Bavaria, and international organizations including the International Congress and Convention Association and the Union des Foires Internationales. The association provides statistical services, policy representation, and event promotion, engaging with entities like European Commission, World Trade Organization, United Nations Conference on Trade and Development, and multinational corporations such as Siemens, Volkswagen, and BASF.

History

The association was established amid post‑war reconstruction alongside initiatives like the Marshall Plan, the founding of the Federal Republic of Germany, and the rebuilding of exhibition infrastructure exemplified by venues such as Hannover Messegelände and Messe Frankfurt Exhibition Grounds. Early interactions involved trade bodies like the Confederation of German Industry and chambers such as the Association of German Chambers of Industry and Commerce, and engaged with international events including the Basel Fair and the Salon de l'Auto. During the Cold War era the association navigated relationships with actors such as the German Democratic Republic, the European Coal and Steel Community, and cultural institutions like the Goethe-Institut. The post‑unification period saw expansion in coordination with federal projects such as the Federal Transport Infrastructure Plan and collaboration with trade shows like IFA and Hannover Messe, while adapting to digital transformation trends influenced by companies like SAP and platforms from Google and Microsoft.

Structure and Membership

The association's governance mirrors corporate and non‑profit models seen at Deutsche Bank and Allianz, with a presidium comparable to boards at Bundesverband der Deutschen Industrie and an executive led by a director general interacting with offices in Brussels, Shanghai, and New York City. Membership includes pavilion operators such as Messe Berlin, regional organizations like Hamburg Messe und Congress, private organizers like Messe Düsseldorf, trade associations such as Zentralverband des Deutschen Handwerks, and sectoral groups representing industries including Automotive Industry Association (VDA), German Chemical Industry Association (VCI), and Bundesverband Informationswirtschaft, Telekommunikation und neue Medien (Bitkom). Institutional members encompass municipal owners such as the City of Cologne, academic partners like Technische Universität München, and logistics firms including Deutsche Post DHL Group, while exhibitor members range from small enterprises to multinational firms like Bayer AG, ThyssenKrupp, and Robert Bosch GmbH.

Functions and Activities

The association compiles and publishes benchmark reports akin to those by Statistisches Bundesamt and Eurostat, manages certification initiatives comparable to DIN Deutsches Institut für Normung standards, and organizes professional development alongside institutions such as Deutsche Messe Akademie and university programs at Humboldt University of Berlin. It operates market intelligence services used by trade bodies like Federation of European Publishers and consults on venue planning with architects linked to practices such as GMP Architekten and engineering firms like Hochtief. The association administers environmental protocols collaborating with Umweltbundesamt and sustainability frameworks promoted by Global Reporting Initiative, and offers digital platforms resonant with services from Eventbrite and Cvent.

Events and Trade Fairs

Member fairs include leading exhibitions such as Hannover Messe, IFA, Anuga, Fruit Logistica, Interpack, CeBIT (historical), and Gamescom, alongside specialized events in sectors like Medica, BAUMA, Automechanika, Transport Logistic, and Internationale Tourismus-Börse Berlin. The association coordinates calendars to reduce conflicts among European events like VivaTech and Mobile World Congress, and liaises with national festivals and trade missions organized by German Missions Abroad and export promotion agencies such as Germany Trade & Invest. It supports thematic initiatives including start‑up forums similar to Bits & Pretzels and innovation showcases patterned after Slush and Web Summit.

Policy and Advocacy

The association engages in advocacy before legislative bodies such as the Bundestag and the European Parliament, working with policy actors like Bundesrat (Germany) committees, regulatory agencies including Federal Network Agency (Germany), and standards bodies like DIN. It addresses issues spanning visa policy with the Federal Foreign Office, transport and customs with Deutsche Bahn stakeholders, taxation with the Federal Ministry of Finance (Germany), and public health coordination with Robert Koch Institute during crises comparable to the COVID-19 pandemic. The association participates in consultative groups linked to European Tourism Commission and advises on cultural policy with organizations like Stiftung Preußischer Kulturbesitz.

International Relations

International engagement includes partnerships with the Union des Foires Internationales (UFI), participation in multilateral forums such as World Trade Organization committees, and cooperation with bilateral trade promotion bodies like China Council for the Promotion of International Trade and United States Commercial Service. It facilitates pavilion arrangements with export consortia including Federation of Indian Chambers of Commerce & Industry and regional blocs like the Association of Southeast Asian Nations through liaison offices in cities like Shanghai, Dubai, and Sao Paulo. The association also collaborates with global NGOs and standard setters such as International Organization for Standardization and development agencies like Deutsche Gesellschaft für Internationale Zusammenarbeit.

Economic Impact and Statistics

The association produces quantitative analyses comparable to reports by International Monetary Fund and World Bank, documenting metrics on visitor numbers, exhibition space, and revenue impacting sectors represented by VDA, VCI, and Handelsblatt-reported indices. Its statistics inform policy at institutions like Bundesbank and regional development agencies such as KfW, and are cited in media outlets including Frankfurter Allgemeine Zeitung, Süddeutsche Zeitung, Die Zeit, Handelsblatt, and international press like Financial Times and The Economist. Economic impact assessments reference supply chain participants such as Lufthansa Cargo, hospitality partners like Deutsche Hospitality, and service providers exemplified by Accor and Marriott International.

Category:Trade associations based in Germany Category:Exhibitions and trade fairs in Germany