Horizons 2015 was replaced
by a new ten-year strategy in
the reporting year.
ON TRACK FOR FURTHER GROWTH
Now that it has implemented its Horizons 2015 strategy, Hamburg Messe und
Congress GmbH is on the Road to 2025. The goal of this new ten-year strategy is
to further increase HMC’s municipal importance and continue the successful
growth trajectory of the previous decade.
hen the foundation stone
was being laid for the
new development and
expansion of the Ham-
burg trade fair grounds in 2005, HMC’s
goals and strategy for the coming dec-
ade were defined and set out in a strat-
egy called Horizons 2015. A milestone
that was reached as early as 2014.
At this time, HMC was already work-
ing on updating its strategy, which now
combines important goals and meas-
ures for the coming decade under the
title “Road to 2025”. This is because
the exhibition scene is undergoing a
rapid transformation: the high density
of trade fair organisers and companies
and the surplus capacity on the exhibi-
tion grounds in many locations is lead-
ing to fierce competition. Competition
for leading trade fairs is becoming
more intense and more international;
markets are becoming more segment-
ed and small special-interest events are
replacing the large multi-industry con-
sumer fairs and exhibitions.
In this difficult environment, Hamburg
Messe und Congress is concentrat-
ing first and foremost on trade fairs
that have clear links to Hamburg’s
economy, such as the maritime indus-
try and the renewable energy, medical
and aviation industries. These reflect
the economic clusters of the Free and
Hanseatic City of Hamburg, on which
HMC will continue to focus primarily
but without neglecting other areas and
consumer fairs and exhibitions.
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08 HAMBURG MESSE UND CONGRESS Annual Report 2015