THE NEW TRADE FAIR CONSTRUCTION PROJECT
at Hamburg Messe and the expansion of the CCH between
2004 and 2009 set the course for the successful develop-
ment of business at HMC in recent years. Larger facilities,
organisational restructuring and optimised internal processes
created the springboard for HMC to become more competi-
tive nationally and internationally, cement existing events,
launch new trade fairs and conventions and hold annual
general meetings in the Hanseatic city. Important objectives
of the Horizons 2015 ten-year strategy such as increasing
revenues to EUR 100 million, setting up new trade fairs and
guest events, and focusing on mid-sized and large conven-
tions at the CCH were reached and laid the foundations for
the current Road to 2025 strategy.
OPTIMISING, STRENGTHENING AND EXPANDING
the trade fairs HMC itself organises remain the pillars of future
growth. This is because HMC’s successful events form the
backbone of the company, leading to the spin-offs of the
world’s foremost maritime trade fair SMM in India and Turkey
and the launch of new fairs such as the COTECA, which has
its roots in the INTERNORGA. Further spin-offs are also be-
ing considered and implemented, such as collaborations with
other trade fair organisers and the continued expansion of
the guest events business.
THE NEXT
STAGE
ROAD TO 2025
The 2014 record year also marks the beginning of a new chapter as the
successful ten-year strategy Horizons 2015 is succeeded by Road to 2025.
ADDITIONAL GROWTH POTENTIAL will be provided
by a state-of-the-art CCH – Congress Center Hamburg, which
following the revitalisation will regain its position as one of
Europe’s premier convention centres. HMC is actively in-
volved in the planning and implementation of this project.
Initial bookings have already been made for the period after
construction work has ended.
CONSUMER FAIRS AND EXHIBITIONS likewise
rank high and are an important part of HMC’s portfolio with
around 20 own events and guest events. Trade fairs such as
REISEN Hamburg, hanseboot or HansePferd Hamburg that
have clearly defined topics and target groups appeal to a
wide audience and are important for the public’s
perception of the trade fair and the city.
As a commercial organisation ow-
ned by the Free and Hanse-
atic City of Hamburg, Ham-
burg Messe und Congress
GmbH faces particular
challenges: not only is
it required to achieve
business objectives,
but it has an impor-
Trade fairs organised by HMC itself ✔
The new CCH ✔
Additional guest events ✔
Pillars for future growth ✔
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Hamburg Messe und Congress | Annual Report 2014
STRATEGY – ROAD TO 2025