Majlis Issue 11 Seite 42

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GerMan PaviLion TRADE FAIRSTRADE FAIRS W hen talking about trade fairs in the GCC countries in an international context one has to first of all mention the United Arab Emirates UAE as a location and within the UAE Dubai Being an important economic hub in the region various national as well as international and among them also German trade fair organizers have succeeded in establishing trade fairs with a broad reach internationally on both the exhibitor as well as the visitor side For this reason trade fairs in Dubai are of special interest to the German economy During the last year nearly 1200 German exhibitors participated within 21 joint German exhibition stands or German pavilions as they are called at trade fairs in the UAE 18 of which took part in Dubai The choice of the trade fairs at which a German Pavilion is presented by the German Federal Ministry of Economics and Technology in cooperation with AUMA the Association of the German Trade Fair Industry is taken in close cooperation with the German business associations Their respec tive interests as well as the political interests are coordinated by AUMA For 2013 a total of 23 German pavilions are planned in the UAE more than 10 of all the official German pavilions being organized worldwide this year Looking at the cities with the most German pavilions Dubai ranks third behind Moscow and Shanghai However since several years Dubai ranks first when looking at German pavilions with the highest number of participants This is due to the international healthcare show Arab Health with more than 250 German companies participating within the German pavilion Although the number of German pavilions at trade fairs in other GCC countries is relatively low not one of them is of less importance to the German participants especially for entering a specific national market or broadening the activities within the respective market Until today it is mostly the German building industry that focuses on the GCC markets Thus German Pavilions are organized at building shows in Oman Qatar and Saudi Arabia While the participation in Oman is still small with 15 German exhibitors the German Pavilion in Qatar counts around 70 participants and the ones in Saudi Arabia around 30 each at two different shows German companies exhibiting products made in Germany can par ticipate in the joint German exhibition stands These companies do not need to directly contact the local trade fair organizers instead they can approach the company in Germany which has been commissioned by the German government to organize the German pavilion at the trade fair they are interested in participating at Both AUMA and the AHKs world wide inform interested companies about the respective contact persons A joint exhibition stand with the quality label made in Germany is particularly appreciated by small and medium sized enterprises SME the main target group of this export promotion tool The program includes full organizational support from registration and choosing the right stand contractor to handling technical details on site by specialists with knowledge of the local market It is this organizational support in addi tion to financial assistance that motivates SMEs to take part in a German pavilion on foreign trade fairs Quality made in Germany at trade fairs in the GCC countries is not only offered by German exhibitors but also by German trade fair organ izers Their activities in the region are still limited to the UAE especially to Dubai Five German trade fair companies are organizing 14 trade fairs in Dubai during 2013 while German organizers are planning 283 trade fairs outside Germany in the same year The concepts of these events are based on established international trade fairs in Germany thus enabling exhibitors to take on foreign markets with made in Germany quality standards The AUMA trade fair database lists these trade fairs under the heading of GTQ German Trade Fair Quality Abroad n madE IN GERmaNy A WELL KNOWN BRAND AT TRADE FAIRS IN THE GCC COUNTRIES Heike schöttle Division Global Markets AUMA Ausstellungs und Messe Ausschuss der Deutschen wirtschaft e v 40 ISSUE 11 MAJLIs