German tradeshow organizer Messe Düsseldorf and ZAO ExpoForum, the owner and operator of the exhibition center in St. Petersburg, signed a cooperation agreement on June 22, 2012, for the joint development of a new fairground in St. Petersburg, Russia. The new facility near the airport, which ZAO ExpoForum plans to complete in late 2013, will serve to expand both the space and trade fair business.
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In addition to Messe Düsseldorf’s consultancy for the development of the new exhibition center, the agreement also includes the staging of the company’s own events according to selected Düsseldorf segments.
“The aim of both partners is to expand their own event portfolio,” said Werner M. Dornscheidt, president and CEO of Messe Düsseldorf. “In ZAO ExpoForum, we have found a partner with whom we will trustfully cooperate.”
Messe Düsseldorf currently organizes 17 events on the Russian market, most of them in Moscow.
“All signs in Russia are pointing to regionalization,” said Dornscheidt. “In addition to events in Moscow and Novokuznetsk, we can offer events geared to the Russian, Baltic and Northern European markets with our presence in St. Petersburg. Of course, we regard these trade fairs as complementing our involvement in Moscow, where we organize excellent trade fairs with our Moscow partner for the entire Russian market.”
As a first step, Messe Düsseldorf plans to develop a trade fair for the medical sector.
“Both the demand and the market are huge,” said Dornscheidt. “There is still great potential here for our international customers to tap into.”
In 2012 alone, Russia is investing EUR 5 billion in the modernization of its medical technology. Messe Düsseldorf is renowned as the organizer of MEDICA, the leading international trade fair for medical sector held annually in Düsseldorf as well as regional medical tradeshows in other countries, contributing its industry and event expertise in medical trade fairs on four continents.
As a second step, the two trade fair companies will discuss organizing a trade fair on the topic of gas as a primary energy source.
“The relevant talks, of course, depend on the gas exploration policy of the Russian government and its decision,” said Dornscheidt. “Two things always have to come together for a market to develop: creative minds and economic impulses. There are enough well-trained young people in the St. Petersburg region. And the economic impulses can be generated by well-positioned, leading regional trade fairs, to name just one factor.”
