【DE】With confidence in a strong trade fair autumn: After two difficult trade fair years, Messe München expects a positive result in 2022


  • Focus on profitable growth in the core business at home and abroad
  • 2022 is to be concluded with clearly positive EBITDA
  • Sustainability strategy strives for climate neutrality by 2030
  • Full calendar of events in autumn, including drinktec, EXPO REAL, bauma and electronica


Messe München under the leadership of its new double top Dr. Reinhard Pfeiffer and Stefan Rummel, who have been July 2022 manage the company as equal managing directors / CEOs, sees the current financial year 2022 with an unprecedented density of events as decisive for Messe München.


The start of the trade fair in 2022 with the second quarter can be described as really successful. Our customers have confirmed to us that trade fairs are indispensable, especially in complex and innovative topics. Equally indispensable is personal contact, which cannot be digitized,” says the two managing directors Dr. Reinhard Pfeiffer and Stefan Rummel. They refer to leading trade fairs such as LASER World of PHOTONICS, INHORGENTA MUNICH, analytica, automatica, ceramitec, OutDoor by ISPO or IFAT Munich, which occupied the entire site in May.


Annual financial statements 2021

The 2021 annual financial statements were sobering as in 2020 due to coronavirus. A turnover of 127.2 million euros was achieved for Messe München GmbH (2020: 93.6 million euros). Worldwide, the company generated consolidated sales of 158.1 million euros. Earnings before interest, taxes and depreciation (EBITDA) for the GmbH was -33.0 million euros for 2021.


Despite all the challenges, Messe München with its subsidiaries abroad and the guest events 2021 has a total of 125 events with over 1.1 million visitors or Participants implemented – both online and as a face-to-face event. Of these, five of their own face-to-face events took place in Munich, including the IAA MOBILITY, which was organized for the first time in Munich together with the Association of the Automotive Industry. In addition, Messe München GmbH remained a reliable partner for its exhibitors and visitors with 17 own online events on the home market and other digital events of the subsidiaries abroad and provided them with the latest developments and industry information via digital formats. The company has organized 21 events at the international locations. In addition, there were 82 guest events in Munich.


The second half of 2022

In 2022, in addition to 79 guest events (International Craft Fair IHM, The Smarter E Europe and congresses, including the EuroMedLab Medical Congress), 43 own events will also take place at home and abroad. In autumn alone, Messe München organizes five world’s leading trade fairs, above all the largest trade fair in the world in terms of area, bauma, which takes place from the 24th to the 30th. October will once again focus on important future topics of the construction, building materials and mining machinery industry. Previously, drinktec, the world’s leading trade fair for the beverage and liquid food industry (12.–16.9.2022) and EXPO REAL (4.–6.10.2022) will have taken place. In November, electronica, the world’s leading trade fair and conference of electronics (15.–18.11.2022) will follow. ISPO Munich will be held this year for the first time at the start of the winter season (28.–30.11.2022) and will then remain permanently on this date preferred by the industry. A special highlight will be the concert summer at the exhibition center in Riem: In August, more than 100,000 visitors are expected to attend the major concerts of Andreas Gabalier, Helene Fischer and Robbie Williams.


The two CEOs are confident: “The response of our customers is very positive. The experiences of the last two years can be summarized as follows: Personal contact cannot be digitized or replaced. New networks, new innovations and new customers arise in personal encounters at our trade fairs. And this year we have a very busy calendar of events.”


“Our goal,” according to the two CEOs, “is therefore to close 2022 with a clearly positive EBITDA.”


Current situation

The upswing in the trade fair business after two pandemic-related exceptional years is currently hitting the war in Ukraine, combined with growing energy costs and generally rising inflation. In this environment, the safe implementation of all planned events is a top priority for Messe München. At the same time, it is important to make the best possible use of further opportunities, including in the core business. Whether this succeeds naturally depends on whether the situation around supply chains, personnel shortages, raw material costs or energy costs does not worsen further.


On the other hand, the CEOs see themselves well equipped when it comes to Corona: “With numerous events in 2020 and 2021, we have proven that we can also hold large trade fairs in terms of hygiene.”


Strategic Outlook

The double top sees profitable growth in the expansion of the core business: “Organic growth will be the focus. The digitalBAU in Cologne has just shown that this can be done successfully or the four IFAT trade fairs of IE expo in China.”


Digital solutions and processes are now important components of the trade fair business and will become increasingly important in the future. The core business can thus be meaningfully supplemented and expanded. Conversely, trade fairs also help to advance digitization, such as digitalBAU, the construction industry. In the future, it will once again be increasingly important to further optimize the customer journey – i.e. the journey of a possible customer from the first contact to well after the first visit to the fair – and to optimally support him in his business on our platforms.


In the field of sustainability, Messe München set the course for climate-neutral trade fairs at an early stage. It has set itself the goal of achieving climate neutrality by 2030 at the latest: “Sustainability is an increasingly decisive competitive factor in the trade fair business. Messe München’s sustainability strategy therefore includes a variety of measures and projects in the areas of energy, water, mobility, biodiversity, social affairs, governance and resources. Important goals are to make sustainability measurable, to establish a zero-waste strategy – i.e. avoid waste and close resource cycles – to establish CO2 compensation opportunities for customers or to make mobility offers largely low in CO2 internally and externally,” according to the two managing directors.


The international business and with it the global exchange of knowledge and innovations in order to advance the central topics of the future with concrete solutions is a driving force of Messe München. For years, it has been successfully expanding its portfolio around strong leading trade fairs worldwide, especially in China and India. But the current world situation is also reflected in the international orientation. Messe München has withdrawn from the Russian market and sold the construction machinery fair bauma CTT Russia. Since the end of 2021, no trade fairs can take place in Shanghai due to the strict corona policy in China. However, as a promising growth region, the People’s Republic remains the focus country of Messe München.


For both CEOs, anchoring in the most important growth markets in the world will remain indispensable in the future: “Only in this way can we play out the strength of our internationally oriented trade fair clusters and consolidate the status of our world’s leading trade fairs in Munich.”


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