The world’s number one logistics and air cargo event organizer has revealed plans to run a new tradeshow in Singapore. The transport logistic Southeast Asia (SEA) will be held from 01-03NOV23 at the Sands Expo and Convention Center under the guidance of MMI Asia, Messe München’s regional subsidiary. The venue offers visitors and exhibitors up to 10,000 m² of space. Its timing is well chosen, states the organizer, as established trade routes are increasingly shifting in the wake of global crises to find new ways to reliably connect global markets. As an international logistics cluster, Singapore is a highly attractive location for running a trade show in the Indo-Pacific region, Robert Schönberger (RS), Global Head of transport logistic & air cargo exhibitions at Messe München, told CargoForwarder Global (CFG).
CFG: Messe München is already organizing trade events in Mumbai and Shanghai. Why now this additional show in East Asia?
RS: The decision to launch transport logistic SEA in Singapore was made based on market research and feedback from industry players. Singapore is a key logistics hub in Southeast Asia, and it provides an ideal platform to connect with businesses and professionals in the region. We believe that there is a strong demand for a trade fair that focuses on logistics and air cargo in this part of the world.
CFG: Isn’t there a risk of cannibalization?
RS: We do not see this risk as our trade fairs in Mumbai and Shanghai serve different markets and have different thematic focuses. transport logistic SEA will primarily cater to the needs of businesses and professionals in Southeast Asia.
The trade show in Shanghai is, of course, also international but with a special focus on China. The market itself is large enough. Singapore has more of a bridgehead function to other regions in the world. transport logistic SEA & air cargo SEA open opportunities for our existing exhibitors to meet new customer groups and for us, as organizers, to offer new customers a relevant platform.
CFG: In your press release, you emphasize that established trade routes are increasingly shifting in the wake of global crises and that new ways must be found to reliably connect international markets. Is this a veiled suggestion that Messe München is turning its back on Shanghai due to increasing political tensions between Beijing and the West?
RS: No, that is not the case. We have been organizing successful trade shows in Shanghai for many years, and we plan to continue doing so in the future. Our decision to launch transport logistic SEA in Singapore is not related to any political tensions between Beijing and the West. But we cannot close our eyes to how production chains have shifted, that other regions in the world have become even more important for logistics. We offer platforms for logisticians to exchange ideas. And we have received feedback that Singapore is a very suitable location for such a platform.
CFG: Which markets specifically do you want to address with the new trade show?
RS: In fact, we would like to reach Malaysia, Indonesia, Australia - the whole Oceania region, which is rather new for us. But, of course, assisted by strong backing from our partners in the Middle East and Europe.
CFG: Multimodality is playing an increasingly important role in international transportation. Also, in your concept for Singapore?
RS: Yes, multimodality is a key aspect of our concept for Singapore, as it is for other trade shows organized by us. Singapore has a complex logistics landscape, and multimodal transport solutions are crucial to overcoming the challenges of infrastructure and connectivity in that region of the world. The multimodal approach is essential for our trade events, and we want to roll it out wherever possible. We believe that shippers benefit from a trade show that offers broad and detailed information about all transportation options. This is the secret of the success in Munich, but it also attracted more than 6,000 visitors to Miami in November last year, where we launched transport logistic Americas.
CFG: Turning to air cargo India held in February next year. What can attendees and exhibitors expect?
RS: Firstly, we are excited to announce that air cargo India will be held in a new location, the Jio World Convention Center, which offers state-of-the-art facilities and excellent transport links. We expect the new location to attract even more visitors and exhibitors to the joint event. Secondly, air cargo India will be co-located to CTL BHP. CTL is organized by an Indian publishing house with a deep understanding of maritime logistics and the break bulk, heavy lift, and project forwarding sectors. Here, too, the multimodal approach is clearly demonstrated. Together, we will offer the by far most comprehensive platform for the logistics industry in India.
CFG: Robert Schönberger, thank you for the explanations and your time.
At the time of this interview, Messe München also announced a record-breaking conference program for its trade show transport logistic / air cargo Europe in Munich, taking place from 09-12MAY23. The packed agenda lists over 100 topics which will be presented to attendees by international speakers from the industry in 50 different sessions.
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