Indiawood German Pavilion
Shaping the future

Conquering international markets

Foreign markets are promising. But how can they be developed? With its services for 40 pavilions worldwide, NürnbergMesse has an attractive offer.

Good news for small and medium-sized enterprises (SMEs) from Germany that want to tap into international markets: The Federal Ministry of Economics and Technology (BMWi) has decided on the most extensive support for foreign trade fairs in 60 years for 2022, with 296 federal participations in 56 countries. A budget of more than 45 million euros has been made available for this. The overall package of joint stands is attractive and makes a high-quality trade fair appearance possible even on a limited budget.

In addition to the Federal Ministry of Economics and Technology, various German states, including Bavaria and Baden-Württemberg, also offer participation at trade fairs on subsidized joint stands abroad. At NürnbergMesse, the team headed by Katrin Lederer, Head of International Pavilions, is responsible for organizing these participations. The colleagues look after around 40 implementation orders per year at a wide range of trade fairs around the world.

International Pavilion INDIAWOOD

From trade fair preparation to acute on-site assistance - intensive trade fair support offers decisive added value.


For interested companies, this means sound advice from the team as well as profound knowledge about the different players, the supporting associations, about thematically related events and all funding opportunities. "We have the answers to the questions 'How can we become active abroad - and who will support us?'" explains Katrin Lederer. "Our colleagues know the different trade fairs, trade fair venues and countries. We are contact persons from the registration to the trade fair appearance and beyond."

The fact that the concept works is demonstrated by experiences such as those of Martha Giannakoudi, CEO of the Düsseldorf-based company Synnous, first-time exhibitor at the German Pavilion at the Thessaloniki International Fair: "We were in excellent hands, the support was more than helpful in every respect - the catering for us and our guests was very pleasant, the use of the lounge was representative for our discussion partners and also the assumption of all coordination needs with the trade fair organisers on site was very convenient for us."

Interview partner

Martha Giannakoudi, Werner Zimmermann and Heinz Isfort (from left to right) take advantage of the benefits of participating in a pavilion.

Convincing overall package

The colleagues at NürnbergMesse work across teams here to find the ideal form of participation abroad for the companies. For example, a FENSTERBAU FRONTALE customer is specifically asked whether he also wants to go abroad with his product range. In the subsequent consultation, the suitable markets are sounded out, the possibilities pointed out and synergies between the events in Nürnberg and abroad pointed out.

Werner Zimmermann, Managing Director of Rhenocoll in the architectural coatings sector and exhibitor at FENSTERBAU FRONTALE, was recently at the German Pavilion at Windows Doors Facades in Dubai. He has had good experiences: "The positive prestige that the uniform presentation of German products conveys is an unbeatable argument. Thanks to the reliable constructive implementation and competent realization of the exhibition appearance by NürnbergMesse, we can focus on the essentials, the presentation of the product range and communication."

The positive prestige conveyed by the uniform presentation of German products is an unbeatable argument.

Werner Zimmermann, Managing Director Rhenocoll

Very close to the exhibitor

Tina Hartmann, longstanding manager in the International Pavilions team, also sees the intensive support provided to exhibitors before and during the event as a further decisive added value: "We advise exhibitors on their preparations for the trade fair, for example by providing tips on individual stand design or arranging stand personnel through our contacts on site. On site, we are then the first point of contact for all concerns, whether it's support for getting poster prints at short notice, tracking down missing exhibition goods or quickly passing on contact details for a good local doctor in an emergency."

This is also appreciated by entrepreneurs who have often participated in sponsored joint stands abroad, such as Heinz Isfort, Area Sales Manager at Kesseböhmer, a company with core competence in metal processing from Bad Essen-Dahlinghausen.

After several participations in INDIAWOOD/DELHIWOOD, an own event of NürnbergMesse India, he emphasized three decisive factors: "Firstly, the good infrastructure and the competent local staff. Then the 'Made in Germany' branding, which directs the focus specifically to our target group - visitors with high quality expectations. And finally, the opportunity to exchange experiences and network with other German companies."

Further information on pavilions of NürnbergMesse can be found here:

Subsidised pavilions

Redaktionsmitglied Reinhold Gebhart
Reinhold Gebhart
Online Editorial // Editor for Vincentz Network
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Image credits:

  • NürnbergMesse