Messe Munich Reaches out to the U.S.

The organizer of the world's largest trade shows in logistics and air freight, Messe Muenchen GmbH, intends filling a big blank spot in its network of trade events by running a fair in Atlanta, Georgia, in close cooperation with British partner ITE. Georgia’s capital will be the Bavarian organizer’s fourth trade fair venue after Munich, Shanghai and Istanbul.

Robert Schoenberger  -  photo: Messe Muenchen
Robert Schoenberger - photo: Messe Muenchen

Atlanta on the agenda
The show, officially named "Transportation & Logistics Americas" will be held in April of 2018. It will run parallel to the well-established MODEX exposition, a recognized platform for intralogistics, highlighting companies representing industrial verticals like automotive, aeronautics, pharmaceuticals or retail. The timely proximity of both events is chosen deliberately for enabling attendees to benefit from both shows by showcasing products and solutions to as many material handling, logistics, cargo and supply chain providers as possible that attend the two simultaneously run fairs in the Georgia World Congress Center.
“With ‘Transportation & Logistics Americas’ we intend closing an existing gap in the landscape of logistics trade shows in the U.S.,” states Messe MUC's Director of Logistics Exhibitions, Robert Schoenberger. Of course, there are a number of similar expositions in the U.S. but not of the dimension and contextual broadness envisioned by the Munich organizers, including a comprehensive and richly varied conference program standing on Atlanta’s agenda, he says.
Asked about his expectations he says that attracting 200 exhibitors and filling 3,000 square meters of floor space would be good figures to start the Atlanta project off with.
Air Cargo China has become more Chinese
Touching on the June-held Air Cargo China he expressed high satisfaction with the execution and running of the event. It was already the 7th fair in Shanghai organized by Messe Munich, alternating biannually with Munich’s key event Transport Logistik, Robert states. “Not only has Shanghai become the most important and largest fair of its kind in Far East, but this year’s event has attracted a record number of local exhibitors and a record number of attendees.”
Transport Logistic China which includes Air Cargo China is not dominated by international players any longer but has become more Chinese, he notes. A follow-up analyses initiated by his company revealed strong affirmation to the show by the exhibitors, with most of them delivering positive feedbacks. 

Istanbul’s Logitrans is held in a challenging environment
As to the upcoming Logitrans exposition in Istanbul (16-18 November /, organizer Messe Munich, with its Turkish joint venture partner EKO, expects a slight downturn in the number of exhibitors and international visitors, staying absent on the occasion of the tense political state in the region and the deteriorating security situation. “However, we expect the business relations between Turkish and foreign enterprises to be revitalized again, getting back to normal in due time, because Turkey has invested a lot in its transport and logistics infrastructure, that has to reap dividends,” expects Mr. Schoenberger. The annually-organized Logitrans is held for the 10th time this year. It has developed into the number one networking platform for logistics between Asia, Middle East and Europe.
Despite the rather unfavorable conditions, shaking the region almost daily, Robert hopes that 15,000 participants will pass the Istanbul Expo Center’s gates, this way matching last year’s attendance. However, more important than this figure would be positive signals sent out by the upcoming Logitrans, this way stimulating business and strengthen economic relations.    

Air Cargo Europe offers thrilling conference program
Finally, Transport Logistik in Munich in combination with Air Cargo Europe stands high on the organizer’s agenda as well. The trade show, the biggest of its kind worldwide, will be held as always in Munich’s exhibition center, running from 9-12 May next year.
According to Mr Schoenberger, the floor of Air Cargo Europe offered to exhibitors, will be completely sold out. Hence, potential candidates should knock at his doors quickly if they intend running a stand. Besides offering a framework for networking opportunities and room for get-togethers, the Munich-held event intends producing headlines through an ambitious conference program. Standing on top of the agenda are digitalization issues and their knock-on effect on the actors within the supply chain, the growing importance of special products in air cargo or the role of drones in last mile transportation in combination with operational as well as security topics resulting from this latest mega trend. 
India on the horizon
Concluding the global ambitions of Messe Muenchen, Schoenberger announces that Mumbai, India, is the next site where the organizer intends flying its flag. “India is a growth market where we see great potential for logistics and air freight fairs, offering actors a broad platform for establishing relationships and making business,” Robert declares. 
Last but not least, looking ahead to China, he announces that Transport Logistic China including Air Cargo China takes place again in 2018, from May 16-18, at the Shanghai New International Expo Center. All in all “an exciting time, from May 2017 onwards, is ahead of us,” says Robert Schoenberger in closing.
Heiner Siegmund

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