Hannover Messe 2010 visitor numbers affected by volcano eruptions in Iceland

Hannover Messe 2010 visitor numbers affected by volcano eruptions in Iceland

David Cawthra on the MRB Europe stand at Hannover Messe 2010The first few days of this year’s Hannover Messe were heavily impacted by the eruption of the Icelandic volcano, Eyjafjallajökull. The volcanic ash cloud that covered most of Europe resulted in an international flight embargo which brought with it major travel limitations for both exhibitors and visitors. The international air travel ban caused many disruptions not just for Europe but also globally, preventing around 300 exhibitors from arriving and even setting up their stands, with exhibitors from Asia and North America most severely affected.

TARRC exhibited as the Malaysian Rubber Board Europe (TARRC) for the third year in succession at the Hannover Messe between 19th - 23rd April 2010. TARRC’s stand was located in one of the three subcontracting halls, this year called Industrial Supply 2010, and was situated in Hall 5 Stand C10, the same location as the year before.

More than 4800 exhibitors from 64 countries registered for this year's HANNOVER MESSE. However, altogether only 150,000 visitors attended this year's fair and was roughly down 20% on the previous year’s figures. The negative impact on attendance was due to the volcanic eruption in Iceland and the subsequent closure of most European airports.

Several days of uncertainty did put a major dent in attendance on Monday, Tuesday and Wednesday of the five day exhibition and attendance from outside Germany was down by about half. The majority of foreign visitors were from Germany’s neighbouring countries, less affected by the travel restrictions. The number of visitors from the Netherlands actually increased over the 2008 figure. Then came Denmark, Austria, France, Switzerland and Poland.

On the first day TARRC’s stand was the quietest day in the three years of exhibiting at Hannover but the overall performance of the stand throughout the duration of the show was deemed successful.

A visit was also made to TARRC’s stand by the Malaysian Trade Commissioner for Germany, Sabi Ab. Rahman, who was briefed by David Cawthra on TARRC’s activities and the role it plays for the Malaysian rubber industry.

David Cawthra speaks to a client on the standOverall Hannover Messe 2010 was considered a success in terms of interest and the number of visitors and enquiries. Malaysia continues to be a major consideration to European companies looking to outsource their manufacturing needs within the rubber industry. Dr. Wolfram von Fritsch, CEO of Deutsche Messe AG declared, at the close of the exhibition: "The success of this year's HANNOVER MESSE cannot be measured by the number of visitors. The 2010 event will go into our company history as the volcano fair".

Hannover Messe 2011 will be held from 4th – 8th April 2011. Hannover Messe (www.hannovermesse.de) is the largest exhibition of its kind in Europe, for subcontracting and manufacturing technologies. Each year there is a series of separate trade shows (this year there were nine) within the same venue, not all of which are held every year.


May 2010
© Tun Abdul Razak Research Centre 2010