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04.02.2022

Stronger into 2030: Messe Augsburg uses the crisis as an opportunity to “reset”

Messe Augsburg is reviewing its corporate strategy to prepare for the post-pandemic era. We have implemented a comprehensive program of measures, eliminated structural weaknesses and have enhanced the company’s own service and performance profile. The trade fair wants to quickly get back on track after the pandemic, and is playing to all the strengths of this previously somewhat neglected sector to achieve this.

The outbreak of the Covid-19 pandemic in the spring of 2020 forced the trade fair industry to undergo a rapid and massive transformation, which demanded an immediate response in the form of fundamental strategic, operational and organizational adjustments. The industry had to closely scrutinize the former status quo to take account of the changing framework conditions. New customer requirements and market conditions will require a reorientation of content and objectives in the coming years. Messe Augsburg has laid the foundations with a fundamental strategic development process and is therefore looking optimistically beyond the times of the pandemic.

“WIR Strategy 2030" comprises a wide range of measures to (re)shape the Messe Augsburg for the future. The focus is primarily to create a maximum customer-oriented service offering, to fine-tune and expand the event portfolio and to equip the existing spaces.

Creating added value with competence and individuality

Augsburger Messe- und Veranstaltungsgesellschaft is planning to expand the range of services which are already highly prized by its customers. The focus for the medium-sized trade fair and exhibition center is on personal customer service and, in particular, the individual implementation of customer requirements. A key factor: The agile structures of the newcomer to the trade fair business create a high degree of flexibility and dynamism to benefit customers. Short, direct routes and the willingness to develop individual customer solutions ensure even greater advantages for customers after the pandemic. This will also be possible through even greater support in the future for existing and new service partners with innovative solutions and services for trade fairs and all types of events. 

A regional, yet cosmopolitan, trade fair location for high-growth (future) markets

As a “municipal family company” at the center of an attractive catchment area with high purchasing power, major companies and leading knowledge centers, Messe Augsburg is committed to strengthening regional connections and to extending its networks in the future. Centrally located in the south of Germany, Messe Augsburg will serve as a platform for future communication and actions for the regional hidden champions, and therefore highlight its position through its own communication strategies. The previous successes with new trade fair formats in market niches will be a blueprint for the further development of the Messe Augsburg portfolio, and Messe Augsburg will continue to work closely with our existing network partners in this process.

Messe Augsburg views itself as a place for ideas and innovations which are given the opportunity to grow with precisely tailored events. The events we are planning will focus on small and medium-sized and highly innovative industries in particular. These are intended to create a permanent buzz among all the participants and their personal experiences and encounters, because trade fairs, whether physical or hybrid, are always places for exchanges and personal experiences. New partnerships and alliances beyond southern Germany will be an important part of the future portfolio development and corporate alignment, along with extensive structural adjustments within the company itself.

Quality rather than quality

Messe Augsburg represents qualitative complexity. The focus is always on the added value created for our customers. Whether digital, physical or hybrid event formats - a modern site and digital infrastructure with equipment and facilities that reflect market requirements already offers optimum conditions for all types of events. Messe Augsburg is further expanding its future viability through strategic and targeted new investments to provide these conditions. This includes, among others, the implementation of digital admission and information systems and the targeted and continuous modernization of the trade fair grounds infrastructure. Hall 2, the new exhibition hall, has over 8,000 m² of multifunctional space, and was completed before the start of the pandemic as part of the modernization program. This enables Messe Augsburg to offer even greater flexibility, as the fairgrounds now cover approx. 48,000 m².

Statements

Eva Weber, Mayor of the City of Augsburg, supports the realignment of the corporate strategy: "With its strategic realignment, Messe Augsburg is responding aggressively to the changes brought about by the pandemic, and is taking another important step towards the future. The highly customer-oriented program of measures is a gain for Augsburg that enhances our profile as a business location and once again shows the importance of trade fairs on the positive development of our city and the region.”

Eva Weber, Mayor of the City of Augsburg, supports the realignment of the corporate strategy: "With its strategic realignment, Messe Augsburg is responding aggressively to the changes brought about by the pandemic, and is taking another important step towards the future. The highly customer-oriented program of measures is a gain for Augsburg that enhances our profile as a business location and once again shows the importance of trade fairs on the positive development of our city and the region.”

Press contact

Do you still have questions? Our press contact will be happy to provide more help.
Oliver Griesz

Oliver Griesz

Head of Marketing and Communications

+49 821 2572-112

+49 821 2572-105

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