Q & A
“ The infrastructure in Germany is a big pull . Frankfurt is a great business city ”
Q & A
Carina Bauer
CEO , IMEX Group
Following the expansion of the IMEX brand into America in 2009 , Bauer was appointed CEO of the IMEX Group . She is responsible for all aspects of the business , retaining a special focus on strategic partnerships s and PR
“ The infrastructure in Germany is a big pull . Frankfurt is a great business city ”
Why Germany ? Germany is a large MICE and events market and for the meetings industry it is one of the key outbound markets , which is very important for exhibitors . Germany is easily accessible by most of the world , as well as the German domestic market , which is strong too . The infrastructure in Germany is another big pull . Frankfurt is a great business city , and Lufthansa covers more than 80 destinations .
How extensively did you research the markets there ? Our research into the market revealed the efficiency of the events industry in Germany . Messe Frankfurt is one of the largest organisers in Europe and has one of the largest halls , so it was fit for purpose for IMEX .
How do you work with the venue ? Messe Frankfurt is great to work with , and when you have a request – even if it seems unusual – the team always seem to understand . The language difference is not a problem as they speak English very well . This also suits the purposes of the US market , which is important to us .
What , if any , are the cultural differences you ’ ve encountered ? The way the events industry works in Germany might be at odds with what others are used to . But , the German Convention Bureau has a great network of partners and can work alongside you productively . They are partners of the show and want to make sure an event works for everyone . ■■■
EW / EN 2016 Germany , The UK Organiser ’ s User Guide 7