interzum: Signs point to success

The year 2011 has started off very well: Most companies from the furniture industry and related sectors are recording more incoming orders and increasing turnover figures. Exports too are seeing greater success as the financial crisis tails off - expanding markets like Turkey, China, Canada and South America are contributing to this. This positive mood was already clear to see at the consumer goods fairs imm cologne and LivingKitchen in January in Cologne, as well as at other consumer goods trade shows. This all provides an unmistakeably positive sign for a successful interzum, which takes place from 25 to 28 May in Cologne.

“Regardless of whom it is we speak to at the moment, the entire supplier industry is looking towards interzum, this global leader among trade fairs, with great expectation. And not only because it is likely to once again represent a milestone for trends and innovations, but most importantly because we can expect excellent visitor numbers”, explained Frank Haubold, Product Manager of interzum. A trade fair organisation team knows the important yardsticks in advance of an event and draws appropriate conclusions from them. In the case of interzum, for example, it’s the fact that, for some time now, all the hotels in the greater Cologne area have been almost fully booked. An important indication with regard to visitor numbers is the vouchers that the trade fair provides free of charge to all participants as required: The demand was huge and was completely exhausted by the exhibitors of interzum 2011. In comparison to 2009 advance sales of visitor tickets have increased by fifty percent. “We will only be able to do the calculations once the event is over. However, all the signs point to success and you can literally see the excitement within the industry”, says Haubold.

An increase in foreign visitors expected
As far as the international nature of the visitors goes, the Cologne organisers hope for a noticeable increase. At the event in 2009, around 65 percent of the total of approximately 47,000 visitors came from more than 130 countries. This quota will most likely be exceeded: “Over the last year we have made a lot of effort to promote interzum more strongly, particularly abroad”, explains Haubold. “And we were even able to extend cooperation with ‘Ligna’ once again. Together with Deutsche Messe AG we promoted both events – which complement one another very well in terms of scheduling – in foreign countries. This strategy has now borne fruit”.

In order to make a visit to interzum easier for interested parties from abroad, Koelnmesse developed the “RedLine” concept. The idea behind it is a clearly marked route through the entire trade fair site, like a thread to follow, which automatically guides visitors to important key points of the trade fair offering and its supporting programme. Finally, a number of special presentations await visitors, which are particularly comprehensive this year. An example is the “innovation of interior” forum, or the four piazzas, which will each host a series of presentations to enhance the exhibitions.

Exhibitor and area increase in comparison to 2009
When the fair begins next week, around 1438 exhibitors will be involved, 385 of which come from Germany. As far as foreign exhibitors are concerned, Italy is particularly well represented with 275, as is Turkey with almost 90 participants. All in all six percent more exhibitors than 2009 are coming to the world’s top trade show, whilst the area in use has increased by eight percent. Since this could be foreseen well in advance, the trade fair organisers have extended the area by one more hall: interzum will therefore extend over a total of ten halls in 2011.

SOURCE: interzum

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