Like slamming on the brakes in the fast lane:...
Like slamming on the brakes in the fast lane

Messe München makes a commitment for the future

We will come back stronger. Klaus Dittrich made this commitment at Messe München's annual press conference on February 9, 2021. "For Messe München, 2020 was like slamming on the brakes in the fast lane", the company's chairman said. After a record year in 2019, when the Messe München group moved into fifth place of the world's biggest trade fair organisers with revenue of €474 million, corona drastically reduced revenue to €165 million. Messe München GmbH was even more seriously hit. Instead of the forecast €302 million, the company generated revenue of €94 million, 70 percent below its forecast. "It's a blessing in disguise that the pandemic struck when we were in a strong position", the trade fair boss said, and continued "We have ten boom years behind us. Our trade fairs were almost guaranteed success. We now need to have a rethink. And we have to come up with new offerings." When business was good, the company rigorously implemented its strategy and further developed its offerings and capabilities."
„It's a blessing in disguise that the pandemic struck when we were in a strong position“
Klaus Dittrich, CEO Messe München
During the coronavirus year, the internationalisation of Messe München had a noticeably positive effect and Messe München's successful international companies supported the group's liquidity. And in recent years, he continued, Messe München has systematically pressed ahead with digitalisation. This allowed the company to quickly create 14 digital events after numerous trade fairs had to be cancelled in 2020, including Ispo ReStart.Days, Analytica virtual and Ifat Impact. It is important not to simply try to replicate face-to-face fairs in digital form. "That is not the key to success", Dittrich said and stressed: "We went through an extremely steep learning curve last year, corona was a turbo accelerator for further digitalisation". There are already digital events that turn a profit, he replied when asked. But "the challenge will be to make digital fairs profitable". For 2021, Messe München group forecasts total sales revenue of €240 million.