Hannover Messe 2008

Interview with Deutsche Messe's local representative in Spain: The meaning of first-class support Deutsche Messe is currently represented in 73 countries by 70 representative offices and seven foreign subsidiaries. The company has a particularly strong presence in Asia. Almost half of all foreign trade fairs run by Deutsche Messe take place in Asia, for example: CeMAT ASIA, CeBIT Asia, WoodMAC China, and PTC Asia

1. What are the most important tasks for a Deutsche Messe foreign rep?

Being a representative of Deutsche Messe is not only a very interesting job, it also comes with a great deal of responsibility and demands a lot of personal commitment and interest. There aren't really any specific tasks that take priority over all others. We have a very broad range of responsibilities. Perhaps the most important thing is that you have to be committed to what is, after all, an extraordinary career. Our tasks include visiting rival trade fairs and maintaining contacts with the associations that help us to organize group presentations. Our key partners here in Spain include the Instituto Español de Comercio Exterior (or ICEX - the national body that promotes the Spanish export trade) and its regional counterparts. Deutsche Messe's representatives are also tasked with organizing press conferences, observing and analyzing the market, and providing exhibitors and visitors from outside Germany with ongoing advice and support.

2. Has your job description changed over the years?

Are today's focal points different than they were 10 or 15 years ago? We live in a world of constant change. Globalization knows no limits. The work involved in staging trade fairs has also become more demanding - not least due to the dynamics of globalization and the ever growing list of rival events throughout the world. In other words, there are more and more trade fairs springing up in all markets. This has led to a whole raft of new focal points.

3. What future challenges are Deutsche Messe's foreign reps going to have to face?

For example, do you consider the Internet to be more "friend" or a "foe"? An event organizer's career - just like everyone else's - is always full of challenges. You need to stay on your toes and adapt to change. Personally, I see the Internet as a great enhancement of our lives, both at home and on the job. And it's important to realize that attempts are underway to develop virtual trade fairs. Moreover, even though we can see, find, and buy absolutely everything online, and even though sweeping trends such as Web blogging are going to bring about a revolution, people are still people, and the Internet is not going to change that. People need a certain proximity to their business partners who can explain products, technical details and so on face to face. The Internet cannot replace the kind of direct human interaction that leads to true dialogue, or do without tangible product presentations. Not even virtual worlds such as "Second Life" can manage that.