Regional fairs remain a key marketing tatic - Sep 01

Regional trade fairs represent the most effective and efficient way to gain access to any region that offers opportunities for growth. Former developing countries are today's global competitors and yesterday's newly industrialised countries are now markets presenting phenomenal prospects. Recognising the massive potential of the Asian markets, Messe Düsseldorf Asia was incorporated in 1995 in Singapore to connect the international players with the Asian markets. With the current prevailing economic situation and with the fascination fixed on China, one would ask what would be the fate of trade fairs in Singapore? Will many bypass the scene here and concentrate on north Asia? Our answer is no. Trade fairs in Singapore are of great importance and many key international players are aware of this. Recognising that south-east Asian nations are home to 500 million people and they are the European Union's third largest trading partner after US and Japan in 1999, many of our customers will maintain their corporate presence by participating in our trade fairs. The ASEAN Free Trade Zone will be positive and, with the increase in intra- regional trade, there is a demand for a degree of integration in manufacturing. There is a tendency for some organisers to move their trade fairs to serve the domestic markets rather than regional markets. While this is good strategy in the short term, there is still a need for one good show for every industry to be staged regularly in the same host country. This has benefited not just us but our customers who are able to plot their marketing strategy on a longer-term basis. Singapore has overcame these challenges and is a springboard to the Asia Pacific. Mr Gernot Ringling is managing director of Messe Düsseldorf Asia and based in Singapore