Hannover Messe, one of the world’s largest industrial trade shows, is solidifying—and consolidating—its events in the U.S., with “Hannover Messe USA” premiering in September 2018, as a co-located event with IMTS at Chicago’s McCormick Place.
The premiere is more a rebranding than an all-new show, as Deutsche Messe has been ramping up a series of co-located events in past IMTS years. Industrial Automation North America premiered in 2012. MDA North America followed in 2014. ComVac North America, Industrial Supply North America, and Surface Technology North America debuted in 2016. Now all these shows will operate under the Hannover Messe USA umbrella.
Hannover Messe itself, held in Hannover, Germany, is run by Deutsche Messe, and attracts on the order of 200,000 attendees from across the world. The event has long made a name for itself as a global hotspot for Industry 4.0 technologies. CEOs of global corporations, managers of SMEs and leaders of the world’s major industrial nations all use Hannover Messe to keep up with the latest trends and developments in industrial digitalization. This strong profile has yielded steady growth in the show’s German and international exhibitor and visitor following. This year, more than half of Hannover Messe’s exhibitors and some 70,000 of the show’s visitors came from outside Germany.
“As a brand, Hannover Messe has been steadily adding to its acclaim in the U.S. market, in part thanks to the country’s Partner Country showcase in 2016—a momentous event attended by President Barack Obama. By launching Hannover Messe on U.S. soil, we hope to attract even more exhibitors and visitors to Chicago while also generating positive spin-off effects for Hannover Messe at its home base in Hannover, Germany,” said Deutsche Messe Managing Board Chairman Dr. Jochen Köckler.
“There is no other trade show brand like it anywhere in the world,” said Köckler. “We now want to leverage the power of the Hannover Messe brand to speed up growth in our foreign markets. “Therefore, we are premiering Hannover Messe USA co-located with IMTS September 2018 in Chicago.”
Internationalizing its strong, German-grown trade show brands is a strategy Deutsche Messe has been successfully pursuing for many years, and the company now stages some 60 events outside Germany every year. The bulk of these are industrial trade shows, dealing with specific sectors such as industrial robotics, factory automation, energy technology and industrial supply.
The premiere of Hannover Messe USA is expected to attract some 550 exhibitors and more than 100,000 visitors and will occupy about 130,000 square feet of display space. For comparison, next year’s Hannover Messe in Hannover, Germany is likely to attract more than 5,000 exhibitors and about 200,000 visitors. Köckler added, “Our trade shows outside Germany are aimed exclusively at local and regional visitors. Our trade shows in Hannover, Germany, on the other hand, will continue to be pitched as the global flagships of their respective target industries, and will thus remain focused on an international clientele.”