Germany is a world leader in hosting trade fairs. Every year more than 30,000 exhibitors from over 100 countries and more than 2 million visitors from over 200 countries participate in fairs and exhibitions in Munich.

 As these fairs play such an important role in the communication of companies and countries, Prof. Dr. Andrea Haug took the BBA students from her PR and Communication class in EU Munich to the Messe München International (MMI), one of the world’s leading organizers of trade fairs and specializing in capital goods, consumer goods and new technologies. The MMI also organises trade fairs in Asia, Russia, the Middle East and South America.

 Students had the chance to attend two very different types of fair to understand distinct trade-show types and learn how companies choose to reflect their corporate image in order to reinforce their brand.

 The first visit was to the Inhorgenta, one of the world’s leading trade fairs for jewellery, watches, gemstones, pearls and associate technology. The students were able to research the latest trends in the jewellery and watch industry with attending industry and retail figures. Inhorgenta hosted 1,143 exhibitors from 38 countries in a net exhibit space of 29,700 square meters.

 In contrast to the glitter and glamour of Inhorgenta, the students also visited f.re.e., a trade fair dedicated to the leisure and travel industry and open to the public. A broad range of outdoor activities were represented across 7 exhibition halls: caravanning and mobile recreation, travel, sport and outdoor, health and wellness, boats, water sports and horse riding. The f.r.e.e. fair attracted more than 100,000 visitors that kept the 1,500 exhibitors more than busy.