II. Historical Development

The 21st century: Globalisation of the exhibition industry

The framework conditions for today's development of the exhibition industry were established by the end of the last century.

• The breakdown of the communist system and the resulting transformation of the former centrally planned markets to market oriented economic systems prepared the ground for intensified trade and increased exchange of information.
• The formation of economically cooperating regions: e.g. EU, ASEAN, MERCOSUR, NAFTA und CUFTA is positively influencing the exchange of goods, services and ideas.
• The liberalization of the Chinese market is supporting this development.

As a result of these changes the exhibition industry has started to adapt:

• New and large exhibition sites were built or are under construction in China, Korea, Singapore and the Near East. The fast-developing nations in these regions place their expectations of economic growth and prosperity on the exhibition industry. Some Asian organisers start to place their own exhibitions in Europe or are cooperating with worldwide acting exhibition organisers.
• In Eastern Europe numerous exhibition organizers have expanded their trade show programme.
• European exhibitions organizers meet these challenges in different ways:
  - Domestic trade show concepts are exported to the growth markets. They are following a branding concept to hedge their market positions.
  - Example: Three German trade show organizers cooperate in a joint venture with a Chinese organization. They have invested in facilities in Shanghai.
  - Other organizers cooperate with local partners to export their shows and to benefit from exhibitors and visitors brought to their sites in return.

The future will show which of these ways will be the most successful.